Betterment logo

Betterment Brand Colors

Betterment is a robo-advisory and digital investment platform that offers automated, tax-optimized portfolios for individual investors and retirement accounts. It targets everyday investors seeking low-cost wealth management without the need for a traditional financial advisor. Betterment's green brand evokes financial growth, sustainability, and a fresh approach to investing.

https://betterment.com

Against white, the Betterment palette measures 1.56:1 at its lowest and 18.05:1 at its highest: 000B50 (#000B50), FFC729 (#FFC729), and Royal Blue (#1D6AE5). Measured against white, two of them satisfy the 4.5:1 contrast ratio WCAG AA requires of normal-size body text, while the other is limited to backgrounds, display-size type, and non-text elements.

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Betterment Color Palette

Betterment uses 3 official colors in its brand identity.

000B50

#000B50
HEX #000B50
RGB 0, 11, 80
HSL 231.8°, 100.0%, 15.7%
On white 18.05:1
On black 1.16:1
As text on white AAA

FFC729

#FFC729
HEX #FFC729
RGB 255, 199, 41
HSL 44.3°, 100.0%, 58.0%
On white 1.56:1
On black 13.45:1
As text on white Fail

Royal Blue

#1D6AE5
HEX #1D6AE5
RGB 29, 106, 229
HSL 216.9°, 79.4%, 50.6%
On white 4.95:1
On black 4.25:1
As text on white AA

Frequently Asked Questions

What are the official Betterment brand colors?
Betterment uses 3 official brand colors in its visual identity. Each color on this page includes the exact HEX, RGB, and HSL values so you can reproduce them accurately in any design tool.
How do I use Betterment brand colors in CSS?
Click the copy button next to any HEX code on this page to copy it to your clipboard. Then use it in CSS like: color: #HEX; or background-color: #HEX;.
Are these Betterment colors official?
The color codes on this page are sourced from Betterment's publicly available brand guidelines, press kits, and official resources. We strive to keep them accurate and up to date.
What color formats are available?
Each Betterment brand color is shown in HEX, RGB, and HSL formats. Click on any color swatch to visit its detail page where you'll also find HSV, CMYK, and OKLCH values.
Can I use Betterment brand colors in my project?
Brand colors are typically trademarked as part of a company's visual identity. You can reference them for educational, editorial, or interoperability purposes. For commercial use in a way that implies endorsement or affiliation, check Betterment's brand guidelines.
What is the primary Betterment color?
The primary Betterment brand color is 000B50 (#000B50). This is the first color listed in the brand palette and is typically the most recognizable.
How do I ensure color accuracy across devices?
HEX and RGB values render consistently in digital media (web, apps, screens). For print, convert to CMYK using the values on each color's detail page. Monitor calibration and color profiles can affect perception, so always proof on target devices.
Do Betterment colors meet accessibility standards?
Accessibility depends on how colors are paired. Click any color to see its WCAG contrast ratios against white and black. Use our Contrast Checker to test any two Betterment colors together.
How often are brand colors updated?
We periodically review and update brand color data. If Betterment rebrands or publishes new guidelines, we update our records accordingly. If you spot an outdated color, feel free to let us know.
What other brands have similar colors?
Click on any Betterment color to visit its detail page, which shows other brands that use the same or very similar hex values. You can also browse all brands on our Brands page.

Accessibility of the Betterment palette

Of the 3 recorded colors, 2 reach the WCAG 2.1 AA ratio of 4.5:1 against a white background — the threshold normal-size body text must meet. Colors below that line are not failures of the palette: they remain valid as fills carrying white text, as large text at the 3:1 threshold, and as borders, icons, and other non-text elements, which SC 1.4.11 also holds to 3:1. A logotype set in such a color is exempt from the requirement entirely.

Reference: WCAG AA vs AAA contrast requirements compared · Contrast Checker

Betterment and its associated marks are trademarks of their respective owner. ColorFYI records publicly published brand-guideline color values for reference, editorial, and interoperability purposes, and is neither affiliated with nor endorsed by Betterment.