Jonathan "Jon" Stein is an American fintech entrepreneur. He is the founder and chief executive of Betterment, the largest independent online financial advisor in the U.S., with over $18 billion in assets under management. Under the umbrella of Betterment Holdings Inc., Stein manages Betterment's core retail platform, often referred to as a "robo-advisor"; a 401(k) platform called Betterment for Business, and a digital advisory platform called Betterment for Advisors.Stein launched Betterment in 2008 at TechCrunch Disrupt and made it to the final five in the Startup Battlefield competition the same year.An outspoken critic of some traditional financial practices, Stein has become a recognized industry advocate for more transparency in investing and more customer-centric financial solutions, as well as public policy issues, such as the U.S. Department of Labor's fiduciary rule for retirement plans.In 2016, Stein was awarded the 27th spot on Fortune's 40 Under 40 list.