As of 2022, the total market capitalization of all publicly traded companies was $93 trillion. According to Fidelity, over a third of Americans handle their own investments—a figure that has only accelerated with the rise of no-commission stock brokers, cryptocurrencies, and alternative investment platforms.
 

Magnifi is providing self-directed investors with the intelligence they need to build and optimize their portfolios. Unlike Financial Advisors or Robo Advisors, Magnifi does not offer black box suggestions for investors to blindly follow.
 

Magnifi Personal, an AI-powered conversational investing assistant, provides 1:1 guidance to investors on how to tailor their portfolios based on their personality, risk tolerance and life stage goals. When ready, investors can also take action on these insights with Magnifi’s commission free trading platform.

Magnifi is a broker-dealer, which helps investors with a long time horizon buy stocks, exchange-traded funds (ETFs), mutual funds, and bonds. You make money when you either sell your investment or receive cash dividends from your holdings (which can be reinvested.)

Magnifi Personal makes money by charging users a monthly or annual subscription to access their broker-dealer and AI-powered investment advisor. Magnifi also allows Asset Managers to sponsor keywords (e.g., top ESG ETFs) In their Search experience.

Magnifi also stresses that they do not collect order flow revenues, unlike Robin Hood and similar commission-free trading apps.

Magnifi is a product by TIFIN, which is backed by financial powerhouses like J.P Morgan Asset Management and Morningstar.