Compound that 30 years out, you would loose hundreds of thousands of dollars for a pretty UI. Forget that, take a day and go setup a Bogleheads [1] portfolio.
The target date fund I use, SWYJX (Schwab Target 2055 Index Fund) has a net ER of 0.08%. Over 25 years, the difference between 0.4% and 0.08% can be hundreds of thousands of dollars.
Like Betterment, SWYJX an automated portfolio, but one adjusted for age, not some individual profile.
A good reason to use Vanguard as a company is their mutual funds. (Though you can trade Vanguard mutual funds elsewhere, they'll usually come with transaction fees.) Mutual funds are arguably superior to ETFs for many investors, in a few ways.
* Mutual funds are fractional by nature — you can trade as little as $1. Right now, only a very small handful of brokers support fractional shares of ETFs.
* Since MFs aren't traded as whole units, you can set up automatic investing. Let a certain % of your paycheck go into the MF every month. Not possible with ETFs on most platforms, a notable exception being M1.
* Since MFs only settle their NAV once a day, you're discouraged from compulsively checking your portfolio every few hours. If the market is temporarily down, you won't see it reflected in real time. Some people consider the real-time aspect of ETFs superior, but for long-term investing, this lack of an instant dopamine rush means it's easier to just not think about it. Fewer emotional decisions.
* Mutual funds can be "funds of funds". Regulations prevent ETFs from doing the same thing. A good example of a FoF is Vanguard's target date retirement funds, which are nearly exactly equivalent to a Boglehead-style three-fund portfolio.
MFs have a reputation for being expensive, but Vanguard's have some of the lowest fees on the market. MFs also can be tax-inefficient, but Vanguard has patented a loophole that makes them as efficient as ETFs when held in a taxable account.
Vanguard is also a great company; easily my favourite investment company. Its ownership structure is inverted: The company is collectively owned by its funds, which means that you, as a MF shareholder, will own a part of Vanguard.
Note: The above points about MFs are largely moot with robo advisors like Betterment.
Incredible... You weren't kidding: https://www.bloomberg.com/graphics/2019-vanguard-mutual-fund...