NEESHA HATHI Constanza Heviah H for Business Insider 1 1

Constanza Heviah H

Neesha Hathi

Chief Digital Officer and Executive Vice President, Charles Schwab

"Like Netflix, but for" became a cliché years back, but Neesha Hathi’s "Netflix for financial planning" is defying the odds.

Schwab wasn’t the first to offer a robo-adviser with no advisory fees or trading commissions, but Hathi helped make Schwab the first discount brokerage to offer subscription-based financial planning last spring — an option that was later pursued by several of Schwab’s competitors.

The Intelligent Portfolios service is free, but a $30-a-month premium membership comes with unlimited access to a certified financial planner.

Schwab’s digital team also created Intelligent Income, a unique smart-tax strategy that directs investors to smart ways to make drawdowns. Other features include automatic portfolio rebalancing and free fractional stock trading through Schwab Stock Slices.

The digital division now has more than $40 billion in assets under management, and along the way Hathi has helped take the $3.5 trillion discount brokerage from one player in an increasingly crowded field to one of the leaders in a field that might be critical to Schwab’s future.