Betterment is an innovative startup that operates an online retail platform specializing in branded apparel, accessories, and gifts. The company caters to a diverse clientele, including individuals who appreciate unique, branded merchandise that promotes a positive lifestyle. Betterment's market is primarily the e-commerce sector, where it competes with other online retailers offering niche and branded products.

The business model of Betterment is straightforward: it designs and sells a variety of branded items such as t-shirts, hoodies, onesies, beanies, mugs, and tote bags. These products are marketed with a focus on promoting happiness and a better lifestyle, aligning with the company's motto, "Wear Betterment. Pursue Happiness." By offering a range of products that appeal to different demographics, Betterment aims to attract a broad customer base.

Betterment generates revenue through direct sales on its online platform. Each product is listed with a regular price and, occasionally, a sale price, making it accessible to a wide range of consumers. The company likely benefits from economies of scale, meaning that as it sells more products, the cost per unit decreases, increasing profitability.

In summary, Betterment is a dynamic e-commerce startup that sells branded lifestyle products aimed at promoting happiness and well-being. It serves a diverse customer base and operates in the competitive online retail market. The company makes money through direct sales of its unique and appealing merchandise.

Keywords: branded apparel, accessories, gifts, e-commerce, online retail, lifestyle products, direct sales, happiness, diverse clientele, profitability.