Betterment uses cookies, pixels, and similar tracking technologies on its website and app to monitor your behavior, personalize your experience, and support advertising.
This analysis describes what Betterment's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The clause establishes the technical basis and scope for data collection mechanisms that enable personalization and targeted marketing activities. It specifies that both device-level data and personally identifiable information may be stored through these technologies.
The updated policy discloses a new Fully Paid Securities Lending program through Apex Clearing, under which Betterment will share customer personal information and account details with Apex if customers choose to participate. The revised terms also establish that generative AI service providers have committed that personal information will not be used for model training. For customers participating in promotional offers requiring offline fulfillment, the policy now explicitly states that personal information including mailing address may be shared with third-party partners. You can review the FPSL Program supplemental disclosures for details about the securities lending arrangement, or choose not to participate in the program.
View change record →Severity increased from low to medium, and previous empty excerpt now includes detailed tracking technology disclosure with specific third-party tool names and data categories collected.
View full change record →Your activity on Betterment's website and app is tracked and may contribute to a behavioral profile used for advertising; you can limit this by adjusting cookie preferences through Betterment's consent tool.
How other platforms handle this
We, or vendors we engage, may automatically collect information about your use of our website or services through cookies and similar technologies. This may include navigational and network-related activity...
These Cookies are used to track information about traffic to the Website and how users use the Website. The information gathered via these Cookies may directly or indirectly identify you as an individual visitor.
We may use online analytics products that use cookies to help us analyze how de-identified users use our Services and to enhance your experience... We may also employ third-party Cookies to gather data for interest-based advertising.
"We use these technologies to customize Betterment and improve your experience with the site. Cookies store information, such as whether you viewed the site from your mobile device. We may store some personal information in a cookie and/or pixel, such as the site that you visited immediately prior to visiting Betterment and relevant financial information that allows us to enhance your user experience and for marketing purposes.Excerpt from Betterment's Privacy Policy
Use of tracking technologies for advertising purposes implicates FTC guidance on online behavioral advertising and state privacy laws requiring opt-out mechanisms.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Netflix updated its Privacy Statement on April 18, 2026, disclosing voice recording collection and expanded household ad profiling for the first time.
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The clause establishes the technical basis and scope for data collection mechanisms that enable personalization and targeted marketing activities. It specifies that both device-level data and personally identifiable information may be stored through these technologies.
Your activity on Betterment's website and app is tracked and may contribute to a behavioral profile used for advertising; you can limit this by adjusting cookie preferences through Betterment's consent tool.
ConductAtlas has identified this type of provision across 296 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Betterment.