The BBB assess a number of factors when assigning its ratings. While it primarily focuses on how well a company interacts with its customers, its ratings also take into account the following: Type of business Time in business Complaint history Licensing and/or government actions Advertising issues The BBB also says on its website that its ratings don't guarantee a company's performance or reliability. This is why it's crucial that you conduct your own research before making a final decision about which investment app (or any other personal finance product) to use.