Wells Fargo's Robo Adviser to Cost More Than Rivals' Options

But full-service brokerage outfits like Wells Fargo don't view firms such as Betterment and Wealthfront as their main rivals, said William Trout, a senior analyst at research firm Celent. "They're going to try and leverage their existing client base and want to offer a price point roughly in with their other service channels," he said.