Imagine getting professional financial guidance for the price of a nice dinner—Vanguard is making that a reality.
According to Morningstar, Vanguard, under CEO Salim Ramji, is aggressively expanding access to financial advice through a digital platform, lowering the entry barrier to just $100 and leveraging AI for personalized solutions, as discussed at the Morningstar Investment Conference in late June 2025.
About a decade ago, Vanguard stepped into the financial advice arena. This move wasn’t just a side hustle—it was a deliberate strategy to help investors achieve success, especially those nearing retirement or planning for their family’s future.
The original vision was clear: not everyone can navigate the complex world of investing alone. Some clients, initially self-directed, found themselves seeking guidance as life stages shifted—think retirement or setting up wealth for kids and grandkids.
Vanguard recognized that gap early on. They aimed to be the go-to source for advice, ensuring clients didn’t need to look elsewhere for trusted support.
Fast forward to today, and Vanguard’s commitment to advice has earned a strong reputation. Their digital platform, highly rated by Morningstar, is a testament to their focus on accessibility and quality.
In a bold move, Vanguard slashed the minimum account size for its digital advice platform to just $100 in September of an unspecified year. For that small sum, clients get access to a diversified ETF portfolio and digital tools to guide their decisions.
This isn’t just about numbers—it’s about "democratizing wealth-building". Vanguard’s goal is to ensure that solid financial advice isn’t a luxury reserved for the ultra-wealthy.
CEO Salim Ramji emphasized this mission in his interview on “The Long View” podcast. He argued that everyone deserves access to quality guidance, regardless of net worth.
Looking ahead, Vanguard is betting big on technology to meet growing demand. Ramji highlighted a troubling trend: fewer advisors will be available over the next decade, even as more people seek help. That’s where digital innovation comes in. Vanguard plans to scale its advice services through a robust online platform, sidestepping the constraints of traditional advisory models.
Artificial Intelligence is the next frontier for them. By embedding AI, Vanguard aims to make its digital advice hyper-personalized, catering to clients with accounts as small as $100 or as large as $10,000.
Some might wonder: why not just empower investors to do it themselves? As Ramji noted, many start as DIY investors but later crave support—especially in retirement or for intergenerational planning.
Vanguard’s approach strikes a balance. They’re not pushing advice on everyone; they’re offering a lifeline for those who need it, while still championing individual liberty in financial choices.
For the free-market enthusiast, this is a win. Vanguard is proving that private innovation can deliver accessible, efficient solutions without heavy-handed government mandates. If you’re curious to start, check their digital platform—$100 could be your entry to smarter investing.