Why did Wealthfront build Selling Plan?

Note: Wealthfront is no longer accepting new Selling Plan clients. However, we will keep these articles online for clients with existing plans.

We wanted to make a sophisticated solution for concentrated stock, typically available only to executives, available to all employees of public companies – this is our mission in every product we release.

We also hope that many clients of Selling Plan end up reinvesting the bulk of their proceeds in a Wealthfront diversified portfolio, to build long-term wealth. We change our usual 0.25% annual advisory fee on these portfolios.

Was this article helpful?

Nothing in this blog should be construed as tax advice, a solicitation or offer, or recommendation, to buy or sell any security. Financial advisory services are only provided to investors who become Wealthfront Inc. clients pursuant to a written agreement, which investors are urged to read carefully, that is available at All securities involve risk and may result in some loss. For more information please visit or see our Full Disclosure. While the data Wealthfront uses from third parties is believed to be reliable, Wealthfront does not guarantee the accuracy of the information.