Aspiration

Aspiration was founded in 2013 with a clear mission: offer financial products that avoided fossil fuel investments and gave customers ways to support environmental causes through their everyday banking. Over the next decade, it built a checking account, savings account, credit card, and an investment platform around a values-driven brand, and reached over 5 million customers at its peak. In April 2025, the company rebranded to GreenFi — continuing to offer similar products, but dropping the Aspiration name.

The platform's investing offering is not a traditional robo-advisor. Unlike Betterment or Wealthfront, which build diversified ETF portfolios, balance them across dozens of asset classes, and provide tax-loss harvesting, Aspiration/GreenFi offers a single sustainable mutual fund — the Aspiration Redwood Fund (REDWX) — as its core investment product. Investors purchase shares of the Redwood Fund directly; there is no portfolio construction, no risk-based tiering, and no automated rebalancing. The fund carries a 0.50% annual expense ratio and excludes fossil fuel companies, firearms manufacturers, and private prison operators from its holdings. Assets are managed by UBS Global Asset Management under the Redwood mandate.