How I Built This with Guy Raz Advice Line with Jon Stein of Betterment
38 snips
Feb 5, 2026 
Jon Stein, founder and former CEO of Betterment who now advises founders, joins to give quick-fire business counsel. He talks about choosing and sequencing growth channels, when to hire or take on space and debt, and creative ways to treat platforms and partners as marketing. He also explains why starting in uncertain markets can be an advantage.
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Advisor Discovery Is Broken
- Financial-advisor discovery still runs on referrals and not on data, leaving many good advisors hidden from potential clients.
- Jon Stein sees an opportunity to build a definitive directory that surfaces advisors nationwide using data and better discovery.
Start During Fear, Not After It
- Startups benefit from launching during downturns because competitors may retreat and opportunity windows open.
- Jon Stein advises founders to act when others are fearful and keep building despite macro uncertainty.
Pick One Growth Engine
- Pick one growth channel as your engine and go deep on it personally for 6–18 months to learn quickly.
- Treat other channels as proof points and sequence expansion with clear trigger milestones.