Ethic
Ethic is a New York-based wealthtech platform that delivers personalized, values-aligned, and tax-smart investment solutions through SMAs, UMAs, and model portfolios to 300+ RIAs, family offices, networks, and institutions managing over $8 billion in assets.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Ethic does
Ethic is a New York-based technology-driven asset management platform founded in 2016 that delivers personalized, values-aligned, and tax-smart investment solutions through separately managed accounts (SMAs), unified managed accounts (UMAs), and model portfolios. The platform combines direct indexing with proprietary sustainability research, a Mission Mapping exercise, and active ownership tools including proxy voting infrastructure, serving registered investment advisers (RIAs), family offices, investment networks, and institutional clients across North America. As of January 2026 the firm reports over $8 billion in assets under management across more than 300 advisory and institutional relationships.
The underlying technology stack centers on a proprietary sustainability model and data science layer that translates individual or family values into customized portfolios, supplemented by automated active tax management that delivers tax-loss harvesting, personalized transitions, and securities gifting. The Client Experience Platform — including the recently launched Prospect Plus feature — supports advisor-facing proposal creation, portfolio management, and impact/tax/proxy reporting. Third-party AI providers (Google Gemini, Anthropic Claude) power chat and prompt-driven features within the platform. Donor-advised fund integration extends the offering into charitable giving workflows.
Ethic generates revenue through recurring asset management fees on managed accounts and an additional opt-in fee for Active Tax enrollment, with annual billing and a sub-advisory go-to-market delivered via direct enterprise sales to RIAs, family offices, networks, and institutions. The firm is SEC-registered, privately held, and has raised approximately $127 million across disclosed rounds (Series A, Series C, Series D) with lead investors Nyca Partners, Jordan Park Group, and most recently State Street Global Advisors.
Ethic firmographics
Firmographics- Name
- Ethic
- Legal name
- Ethic Inc.
- Website
- https://ethic.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ethic is a New York-based wealthtech platform that delivers personalized, values-aligned, and tax-smart investment solutions through SMAs, UMAs, and model portfolios to 300+ RIAs, family offices, networks, and institutions managing over $8 billion in assets.
- Ownership category
- akta.pro rank
Ethic industry classification
Industry- Product category
- Sustainable Asset Management Platform
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)
- akta.pro secondary industries
- Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC), Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
Keywords
Where Ethic is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ethic business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Asset Management Fees: Ethic charges fees for investment management services, including sub-advisory services. The company offers Active Tax as an opt-in service with an additional fee for accounts enrolled in the feature.
- Active Tax Management Fee: Ethic generally charges an additional fee to enroll an account in Active Tax, which provides proactive and systematic monitoring for tax loss harvesting opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Base investment management services with optional Active Tax upgrade |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Ethic product offering
Product offeringCore offering
Ethic operates a technology-driven asset management platform that delivers personalized, values-aligned, and tax-smart investment solutions to RIAs, family offices, networks, and institutions. The firm constructs and manages direct indexing separately managed accounts (SMAs), unified managed accounts (UMAs), and model portfolios, supported by an opt-in Active Tax Management service for systematic tax-loss harvesting. Ethic acts as a sub-advisor, contracting with advisory firms that use the platform to deliver customized portfolios to their end clients.
Product overview
Ethic is a technology-driven asset management platform offering personalized, values-aligned, and tax-smart investing solutions. The platform operates as a unified system combining three core investment products—Direct Indexing (Separately Managed Accounts), Unified Managed Accounts, and Model Portfolios—alongside an Active Tax Management add-on module. The Client Experience Platform provides the advisor-facing interface for proposal creation, portfolio management, and reporting, with Prospect Plus enabling streamlined prospect engagement. Ethic's proprietary sustainability research and data science power Mission Mapping and Impact Reporting features that translate client values into portfolio construction. The platform supports charitable giving through integrated Donor-Advised Funds and provides active ownership tools via Investment Stewardship for proxy voting and shareholder engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- Separately Managed Accounts (Direct Indexing) Personalized direct index portfolios designed to align with unique values, financial, and tax objectives across asset classes, delivered as separately managed accounts (SMAs) for wealth advisors and their clients.
- Unified Managed Accounts Portfolios that unify multiple strategies, including direct indexing, model portfolios, and other listed funds, into a single managed account.
- Model Portfolios Portfolios consisting of a diversified allocation of listed funds designed to target specific investment objectives.
- Active Tax Management Opt-in tax management service offering proactive and systematic tax loss harvesting, personalized portfolio transitions, and securities gifting to improve after-tax outcomes for investors.
- Client Experience Platform Streamlined, intuitive software platform designed to support advisors and institutions across the client experience, from creating personalized proposals to delivering engaging reporting across financials, impact, tax, and proxy voting.
Quantifiable outcome
- Carbon footprint reduction of over 400,000 metric tons for client portfolios compared to benchmark companies
- +2 more outcomes
Companies that use Ethic
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Ethic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature7 records
Ethic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Prince Harry and Duchess Meghan MarkleminorPrince Harry and Duchess Meghan Markle joined Ethic as impact partners to promote impact investing and sustainable finance to a broader audience.
Scale indicators8 records
Recent moves6 records
Expansion highlights1 record
Ethic competitors and assessment
Company assessmentEmerging players
- Addepar: Wealth technology platform serving RIAs and family offices with portfolio management, reporting, and analytics. Comparable as wealthtech infrastructure for advisors and recently acquired Just Invest (direct indexing).
- Calvert Impact Capital: Impact investing platform providing values-aligned portfolios and reporting. Comparable to Ethic's mission-driven, values-aligned, and impact-reporting capabilities for advisor and institutional clients.
- Wealthsimple: Digital wealth management platform offering customized portfolios with socially responsible options. Comparable to Ethic's tech-enabled, values-aligned approach, though primarily retail/self-directed and Canadian-anchored.
- Orion Advisor Solutions: RIA-focused wealthtech platform providing portfolio accounting, trading, and advisor tools. Adjacent comparable as a technology and operations layer serving the same RIA buyer that Ethic sells into.
- Natixis Investment Managers (Mirova): Global sustainable investment manager offering values-aligned strategies to institutional and advisor clients. Comparable as a values-aligned investment manager serving institutional and wealth channels.
Direct peers
- Parametric: Custom direct-indexing and customized portfolio management firm owned by Morgan Stanley. Closely comparable to Ethic's direct indexing, tax management, and advisor sub-advisory model.
- Aperio Group: Direct indexing specialist serving advisors and institutions, now owned by BlackRock. Directly comparable to Ethic as a customized SMA/direct-indexing platform with tax-loss harvesting for advisor clients.
- Just Invest: Direct indexing and tax-managed SMA platform serving RIAs and broker-dealers. Highly comparable as a direct competitor in the advisor sub-advisory direct-indexing niche.
Broad incumbents
- BlackRock iShares / Sustainable ETFs: World's largest asset manager offering sustainable ETFs, model portfolios, and direct indexing through Aperio. A broad incumbent that overlaps Ethic's sustainable investing, direct indexing, and institutional capabilities.
- Vanguard Personal Advisor Services: Vanguard's hybrid robo-advisor offering personalized portfolio management with tax-loss harvesting at scale. A broad incumbent offering overlapping direct-indexing and personalized portfolio capabilities to mass-affluent investors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ethic social profiles
Digital presenceEthic compliance and trust
Trust signalCompliance1 record
Ethic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ethic leadership team
Management profileNumber of profiles
Profiles11 records
Ethic funding detail
Funding detailFunding overview
Funding rounds10 records
Investors21 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ethic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ethic
What does Ethic do?
Ethic operates a technology-driven asset management platform that delivers personalized, values-aligned, and tax-smart investment solutions to RIAs, family offices, networks, and institutions. The firm constructs and manages direct indexing separately managed accounts (SMAs), unified managed accounts (UMAs), and model portfolios, supported by an opt-in Active Tax Management service for systematic tax-loss harvesting. Ethic acts as a sub-advisor, contracting with advisory firms that use the platform to deliver customized portfolios to their end clients.
Is Ethic a public or private company?
Ethic is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ethic founded?
Ethic was founded in 2016. It employs 101 to 250 people.
Where is Ethic based?
Ethic is headquartered in New York, United States, in the North America region.
How does Ethic make money?
Two revenue lines are on record. Asset Management Fees are the primary driver. The others are active Tax Management Fee.
Who are Ethic's main competitors?
Emerging players on record are Addepar, Calvert Impact Capital, Wealthsimple, Orion Advisor Solutions and Natixis Investment Managers (Mirova). Direct peers are Parametric, Aperio Group and Just Invest. Broad incumbents are BlackRock iShares / Sustainable ETFs and Vanguard Personal Advisor Services.
Does Ethic have an API?
No public API is recorded for Ethic.
What industry is Ethic in?
Ethic's product category is Sustainable Asset Management Platform. Its primary akta.pro industry code is FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward), with a secondary code of FSAAACAC, Portfolio Management–Led RIAs (Discretionary/Model-Based). Its NAICS code is 523940 and its SIC code is 6282.