When selecting a service, service provider, new hire or really anything involving people you should select the one seeking to grow and become better. Established players that are “safe choices” are safe because they will do things the way everyone else does. They won’t cost you money and they won’t save you money. They’ll do the job adequately. If you want adequate stop reading now, I have nothing for you.
Mid-tier players in an industry are not necessarily seeking to grow. You need the one explicitly challenging the status quo. They are the ones that will do something amazing for you. There will be mistakes and bumps but you’ll be moving forward and actually improving what you do.
Betterment is a partnership adventure. A service provider cannot grow themselves without also improving their partners/clients. They will have a vested interest in making sure that you succeed because they need you as much or more than you need them.
Just because you don’t need their core offering yet also doesn’t mean that you should avoid them. Starting the conversation through a small, simple project can lead to amazing discovery.