Why shouldn’t I just sell my concentrated stock on my own?

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

You could sell your stock yourself. However, if you wanted to sell as gradually as possible, you would have to sell every trading day that you are allowed to. This would be not only very time intensive, but could cost you hundreds or thousands of dollars per year in trading commissions that Schwab, E*Trade, Fidelity, and Morgan Stanley charge you. Wealthfront’s Selling Plan executes your selling strategy completely commission-free.

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