Magnifi

Magnifi is an AI-driven investing platform built by TIFIN, a fintech company backed by JPMorgan, Morningstar, and Hamilton Lane. Rather than functioning as a traditional brokerage, Magnifi positions itself as an intelligent "investment search engine" — users can ask natural-language questions like "find me a low-cost tech ETF with ESG exposure" and receive ranked, filterable results. The platform connects to external brokerage accounts and allows users to execute trades from within the Magnifi interface.

The platform launched its AI assistant (originally powered by GPT-4) to general consumers and has since expanded its model to support portfolio analysis, personalized fund discovery, and automated portfolio monitoring. Magnifi is primarily built for active individual investors who hold or are building equity and ETF portfolios, though the underlying TIFIN infrastructure also powers institutional tools. The free tier provides limited AI queries per month; paid subscribers unlock unlimited search, portfolio syncing across multiple accounts, and deeper analytics.