Press & media
Press kit
keel.io is an independent comparison site for robo-advisors. We compare the 10 major providers by fees, true costs, and minimums — and we email comparable return estimates. We publish exactly how we compare them. Happy to provide data, quotes, or background for your story.
Fast facts
- Advisors compared
- 10
- Data points per advisor
- Fees, minimums, features; returns emailed
- Returns data
- Comparable estimates, net of advisory fees, emailed
- Business model
- Referral fees from some providers — rankings never for sale
- Founded
- 2026, Cambridge, MA
Boilerplate
keel.io is an independent robo-advisor comparison site. It evaluates 10 major providers — including Wealthfront, Betterment, SoFi, Schwab, and Fidelity Go — on fees, true costs, and account minimums, and emails comparable return estimates. Methodology is published alongside every comparison.
Story angles
- The true cost of a robo-advisor: advisory fee plus underlying fund expenses — the number most comparison sites skip.
- Tax-loss harvesting, explained with numbers: who actually offers it, and when it matters.
- Do 1% human advisors earn their fee? our 60-second quiz data on what investors are really paying.
- Returns report: comparable estimates of published performance, net of advisory fees, emailed rather than listed live.
Linking & citation
Please link to keel.io and cite “keel.io”. For specific data points, link the relevant page (e.g. methodology or an advisor comparison).
Contact
Media inquiries: press@keel.io
Mailing address: Andrew Kelley, 931 Massachusetts Ave, Cambridge, MA 02139