Tiger Global, a Wealthfront owner, also is now backing to the hilt a 401(k) robo, staffed by Wealthfront alums; Synergy anyone?

The problem here is closed silo investment platforms and providing comprehensive advice for assets held outside the siloed walls of either Guideline or Wealthfront/Betterment. While I applaud the pricing model, Guideline and Wealthfront both are siloed models - perhaps they exchange leads, but their intent is to capture assets (and then continually charge on those assets). The next generation breakthrough will be around uncoupling the "silos". As noted in the article, sales lead time for enterprise is a problem Guideline faces and given that they've set up as a siloed service, they (or Betterment, or Wealthfront, or Personal Capital) have no incentive to work seemlessly across platforms.