The brokerage industry is still abuzz from the recent release of Schwab’s Intelligent Portfolios, as competitors search for ways to regain their footing in the rapidly changing marketplace.

This past month, in the latest retaliation to Schwab’s entry into the robo-advising sector, Wealthfront and Betterment both introduced tax-loss harvesting services to all account holders at no additional cost. Tax-loss harvesting – the practice of selling a security at a loss to defer capital gain taxes – was traditionally reserved for high-net-worth investors who could afford to pay advisors for the laborious process.

In recent years, however, automated investment firms have attempted to reverse the exclusivity of the practice, opening it up to less affluent investors, by computerizing the process with algorithm-based technology. Robo-advising firms aim to revolutionize the brokerage practice, and Betterment and Wealthfront’s recent actions exemplify the larger trends within the industry.