Andy Cohen, 47, uses exchange-traded fund portfolios recommended by MarketRiders Inc. to manage his retirement plan and children’s college savings. He’s charged about $10 a month.

“I don’t have enough money that I have a dedicated wealth manager,” said Cohen, who lives in San Mateo, Calif., and is chief executive officer of Caring.com, which offers resources for children helping aging parents. “It got me a much more diversified portfolio than I could have ever done on my own.”

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