the.com/betterment

Self-improvement with a brokerage account and a lowercase b for humility.

means The act of making something better than it was — improvement with a sense of lasting upgrade, not just change.

from Built from 'better,' which goes back through Old English 'betera' to a very old Germanic root tied to 'bat' meaning good — the same ancestor gives German 'besser.' English bolted on '-ment' (via French, from Latin '-mentum,' a suffix that turns verbs into nouns of result or process) to make the abstract noun: not just the state of being better, but the ongoing work of getting there. The word's legal and civic life — 'betterment' as the rise in a property's value from improvements, or a tax levied on that rise — dates to usage in property and municipal law, which is likely where it picked up its oddly financial, paperwork-scented undertone.

origin
robo-advisor founded 2008, pioneered automated investing
name logic
improvement implied, fees quietly included
actual meaning
old word for progress, now means index funds
irony
promises wealth, charges you to achieve it
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