The press may have been highly focused on Betterment and Wealthfront, who now each hold over $2.5B AUM, but there are many other robo-advisors emerging. Moreover, incumbents such as Vanguard and Schwab have been flexing their muscles in the space as they hold much larger amounts of AUM. Some say the recent feud between Betterment and Wealthfront is largely due to the pressure of gaining market traction in such a proliferated market.