What Magnifi does

Magnifi is an AI-powered investing platform that operates as Magnifi LLC, an SEC-registered investment adviser and a subsidiary of TIFIN, with offices at 1 Pennsylvania Plaza in New York and 2440 Junction Place in Boulder, Colorado. Founded in 2020, the company targets two primary customer segments: retail investors seeking AI-assisted portfolio management, and financial institutions (brokerages, RIAs, digital brokers, asset managers, banks, fintech platforms) seeking to embed AI investing capabilities. The platform serves self-directed investors across portfolio analysis, risk management, investment discovery, and trade execution through a conversational natural-language interface, and offers commission-free trading via its own brokerage subsidiary launched in 2021.

The product suite is built on a platform-plus-modules architecture comprising four core modules—Portfolio Analysis, Risk Management, Market Research, and Investment Discovery—accessed through a personalized AI assistant that responds to natural-language queries in plain English. Underlying capabilities span natural language processing, predictive analytics for portfolio forecasting, anomaly detection for hidden risk and concentration analysis, autonomous agentic workflows that monitor portfolios continuously across $5 billion-plus in linked self-directed assets at 200+ brokerages (including Schwab, Vanguard, and Robinhood), and knowledge retrieval across SEC filings, earnings transcripts, and licensed research. The platform holds U.S. Patent No. 11,954,099 covering AI-powered investment intelligence.

Magnifi operates a hybrid go-to-market combining product-led growth with enterprise field sales. Consumer access is delivered through a self-serve web platform and native iOS/Android apps under a freemium model: a free tier offering portfolio aggregation, basic risk analysis, and commission-free trading, and a premium tier at $99/year adding scenario analysis, predictive forecasting, advanced personalization, and premium research integrations. The Magnifi Enterprise tier, launched in 2025, monetizes through licensing agreements with financial institutions seeking to embed Magnifi's AI capabilities into their own client experiences. Advisory services are offered under SEC investment adviser registration, with Form CRS publicly available.

Name

Magnifi

Legal name

Magnifi LLC

Website

https://magnifi.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Magnifi is an AI-powered investing platform serving retail investors and financial institutions through conversational portfolio analysis, risk management, and investment discovery. Magnifi LLC, an SEC-registered adviser and TIFIN subsidiary, monetizes via a freemium consumer app and a B2B enterprise tier.

Ownership category

akta.pro rank

Product category

Investment Management Software

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)

akta.pro secondary industries

Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE), Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access) (FSAGAEAL)

Keywords

• AI investment platform
• Portfolio analysis software
• Wealthtech solutions
• Investment discovery tools
• Risk management software

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription - Premium Tier: Magnifi generates revenue primarily through a subscription model with two tiers: a free tier ($0) providing basic portfolio analysis, and a premium tier at $99/year offering advanced features including scenario analysis, portfolio forecasting, premium research, and personalized AI guidance. The annual billing model offers over 40% savings compared to monthly billing.
2. Enterprise Licensing: Magnifi Enterprise provides AI-powered investing experiences to brokerages, advisors, and tech providers through embedded solutions. Revenue is generated through licensing agreements with financial institutions seeking to transform client investing experiences.
3. Commission-Free Trading: Magnifi offers commission-free trading for stocks and ETFs to maximize user returns. This feature is included with account access and supports the overall platform engagement and retention strategy.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Magnifi is an AI-powered investing platform that delivers portfolio analysis, risk management, investment discovery, and market research through a conversational AI assistant. Users can link accounts from 200+ brokerages (Schwab, Vanguard, Robinhood) for unified cross-account analysis, and the platform also offers an enterprise tier for brokerages, advisors, and fintech providers to embed its AI capabilities.

Product overview

Magnifi is a unified AI-powered investing platform offered as a platform-plus-modules architecture. The core platform consists of four integrated modules — Portfolio Analysis, Risk Management, Market Research, and Investment Discovery — all accessible through a Personalized AI Assistant that uses natural language processing to respond to user queries. The platform supports linking external brokerage accounts (Schwab, Vanguard, Robinhood) for cross-account portfolio analysis. Two elevated tiers extend the platform: Magnifi Premium ($99/year) adds scenario testing, portfolio forecasting with predictive modeling, advanced personalized investment guidance, weekly summaries, and premium licensed research integrations; Magnifi Enterprise enables brokerages, advisors, digital brokers, and tech providers to embed these AI capabilities into their own platforms. Magnifi positions itself as a next-generation investing platform that combines portfolio analysis, risk management, market intelligence, and investment discovery under one AI-powered umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• Magnifi Premium Premium subscription tier priced at $99/year that adds scenario analysis, portfolio forecasting with predictive modeling, advanced personalized investment guidance, weekly summaries, and premium licensed research integrations on top of the free Magnifi platform.
• Magnifi Enterprise Enterprise platform that allows brokerages, RIAs, digital brokers, asset managers, banks, and fintech providers to embed Magnifi's AI-powered investing capabilities into their own platforms, including client portfolio intelligence, churn risk identification, and account linking.
• Magnifi Brokerage Self-directed brokerage service launched in 2021 that enables users to invest directly through the Magnifi platform, with commission-free trading for stocks and ETFs.
• Magnifi AI Assistant Conversational AI-powered assistant available 24/7 within the Magnifi platform that responds to natural language queries about portfolio health, risk, diversification, holdings, security research, goal progress, and investment recommendations.

Quantifiable outcome

• Users can analyze all their investments across multiple accounts including Schwab, Vanguard, and Robinhood in one unified platform
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability9 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MorningstarcoreTechnology or Integration · 12 February 2025Morningstar partnered with TIFIN's Magnifi on direct indexing capabilities. This integration brings Morningstar's research and analytics capabilities into the Magnifi platform, enhancing the investment intelligence available to users.
• Mountain West ConferenceminorStrategic or Co-development Partner · 12 July 2024Magnifi partnered with the Mountain West Conference for sports investing and fan engagement initiatives. After one year, the partnership showed positive social stats and engagement metrics.
• Cardrates.comminorGTM or Marketing PartnerCardrates.com reviewed Magnifi's conversational AI capabilities, highlighting how the technology helps investors learn, plan, and execute more confidently. The review positioned Magnifi among leading AI investment tools.

Scale indicators3 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Personal Capital (Empower): Empower Personal Capital offers multi-account portfolio aggregation, asset allocation analysis, and AI-enhanced planning tools — directly overlapping with Magnifi's core portfolio analysis and investment discovery modules.
• SigFig: SigFig provides portfolio tracking, multi-brokerage aggregation, and advisor/enterprise tooling for financial institutions — directly competing with both Magnifi's consumer and Magnifi Enterprise offerings.
• Betterment: Betterment is a leading robo-advisor and self-directed investing platform that has added AI-driven portfolio insights, competing with Magnifi's automated rebalancing, tax-loss harvesting, and goal-based investing features.
• Wealthfront: Wealthfront offers automated portfolio management, tax-loss harvesting, and AI-assisted financial planning — directly comparable to Magnifi's automated investing and predictive analytics capabilities.
• Titan: Titan is an AI-powered investing app offering portfolio management and personalized investment strategies to retail investors, overlapping with Magnifi's AI assistant and portfolio guidance offering.
• Toggle AI: Toggle AI provides AI-driven investment discovery and natural-language search for individual securities, directly comparable to Magnifi's natural-language investment search and scenario testing features.

Emerging players

• Public.com: Public.com combines self-directed investing with AI-powered research, conversational tools, and social features — a partial overlap with Magnifi's natural-language investment discovery and conversational AI.
• AlphaSense: AlphaSense uses AI/NLP to surface insights from SEC filings, earnings transcripts, and broker research — comparable to Magnifi's SEC filing analysis and knowledge-retrieval capabilities, though AlphaSense skews more institutional.

Broad incumbents

• Orion Advisor Tech: Orion is an established wealthtech platform offering portfolio analytics, advisor workflows, and enterprise integrations — competing with Magnifi Enterprise in the brokerage/RIA technology space.
• Robinhood: Robinhood is a large incumbent self-directed brokerage adding native AI features; it is both a Magnifi integration partner and a potential competitor for AI-driven investing experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/discovermagnifi
• Facebookfacebook.com/DiscoverMagnifi
• LinkedInlinkedin.com/company/discovermagnifi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magnifi