At Ellevest, our objective is to help you reach your investment goals. Period. That’s very different from general investing, which is usually focused on selecting investments to outperform some market index or benchmark.
With goals based investing, the only objective is to determine the combination of investments together with savings that help you achieve your goals. Whether or not you beat a market index is irrelevant. That's why we measure how you are doing against your goals, not a market benchmark.