Name

Grifin

Legal name

Grifin, LLC

Website

https://grifin.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Membership: Grifin generates primary revenue through monthly and annual subscription fees. The Grifin Pro plan costs $9/month (or discounted annual rate), providing unlimited access to all features. Grifin-Go offers pay-as-you-go pricing at $1 per deposit. Grifin Family plan costs $15/month for up to 4 users. The subscription model provides predictable recurring revenue with all-inclusive access to features and services.
2. Transaction and Account Fees: Additional fees include $0.25 overdraft fee, $1 ACH withdrawal fee, and various regulatory fees passed through from the brokerage. These fees are transparent and disclosed in the fee schedule.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Grifin operates a mobile investment app (iOS and Android) powered by its proprietary Adaptive Investing™ technology that automatically invests users' money in publicly traded stocks of companies where they shop. Users link credit and debit cards via Plaid, and the platform tallies weekly purchases and automatically invests a configurable amount (defaulting to $1) per transaction in the corresponding company's stock, creating personalized, habit-driven portfolios that adapt to spending patterns.

Product overview

Grifin is a Tampa-based fintech investment app offering an automated investing platform centered on its proprietary 'Adaptive Investing®' technology. The core product automatically invests users' money in stocks of companies where they shop, with investments triggered by credit/debit card transactions tracked via Plaid. The platform offers three subscription tiers: Grifin-Go (pay-as-you-go at $1/deposit), Grifin Pro (unlimited access at $5/month), and Grifin Family (family sharing at $15/month). Key features include Buy Stock Where You Shop™, stock pinning, blocking, risk tolerance settings, and weekly investment customization. Brokerage services are provided through APEX Clearing Corporation with SIPC protection up to $500,000.

Differentiator

Problem solved

Functional benefit

Brands

• Adaptive Investing™: A proprietary, trademarked investing technology that automatically invests users based on their daily spending habits.
• Buy Stock Where You Shop™
• Grifin-Go
• Grifin Pro
• Grifin Family

Products and services

• Grifin App A mobile-first investment application (iOS and Android) that automatically invests users in stocks of companies where they shop. Users connect credit/debit cards via Plaid, and Grifin invests $1 per transaction at publicly traded companies with full automation, weekly execution, customizable risk levels, stock pinning/blocking, and SIPC-protected brokerage execution.
• Trump Account A specialized Grifin account option for children linked to the Invest America (Trump Account) program, providing eligibility checking and account funding support for qualifying minors under the federal program.

Quantifiable outcome

• Average user makes 20-30 purchases per week, resulting in $20-30 weekly automatic investments
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Apex Clearing CorporationcoreTechnology or IntegrationApex Clearing Corporation is Grifin's official brokerage provider handling execution of buy/sell orders, dividend payments, risk tolerance assessment, and account management. Grifin recently upgraded from Alpaca Securities to Apex Clearing Corporation for enhanced features including same-day deposits and trades.
• PlaidcoreTechnology or IntegrationPlaid is the trusted financial aggregator used by Grifin to securely connect users' bank accounts and credit/debit cards. Plaid is used by 100 million+ customers and supports 12,000+ banks and financial institutions, enabling secure connections between users' financial accounts and the Grifin app.
• Interest Financial, LLCcoreStrategic or Co-development PartnerInterest Financial, LLC is an SEC-registered investment adviser and affiliated company that provides the regulatory and advisory framework for Grifin's investment services. Grifin provides the digital platform while Interest Financial provides investment advisory services. Both are subsidiaries of parent company Interest Investments, Inc.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Acorns: Acorns is the most direct competitor — a micro-investing app that rounds up purchases and invests the spare change into diversified portfolios. Closely aligned on beginner-friendly mobile UX, subscription tiers, and spend-linked investing mechanics.
• Stash: Stash is a beginner-focused investing and banking subscription app offering fractional shares, themed portfolios, and educational content. Overlaps with Grifin on subscription pricing model and first-time investor target user.
• Greenlight + Invest: Greenlight is a family-finance app combining debit cards for kids with investing capabilities. Directly comparable to Grifin's Family plan and youth onboarding (Trump Account) initiatives.
• Public.com: Public.com is a social/mobile-first brokerage offering fractional shares, themed portfolios, and a community investing experience. Comparable target customer (new investors) and feature overlap on fractional shares and mobile UX.
• Wealthfront: Wealthfront is an automated robo-advisor offering portfolio management, tax-loss harvesting, and goal-based investing. Overlaps with Grifin on automated, algorithm-driven portfolio construction for retail investors.
• Betterment: Betterment is one of the original robo-advisors, providing automated portfolio management with subscription pricing. Comparable to Grifin's automated/algorithmic approach to portfolio construction for retail users.

Broad incumbents

• Robinhood: Robinhood is the dominant commission-free brokerage for retail investors. Competes with Grifin on mobile-first stock investing but is far broader (options, crypto, retirement) and is a much larger established incumbent.
• SoFi Invest: SoFi is a broad consumer fintech (banking, lending, investing) offering retail brokerage, robo-advice, and IRAs. Competes with Grifin in the same retail investing category but as part of a much larger platform.
• Fidelity Investments: Fidelity is a large incumbent broker-dealer offering mobile trading, fractional shares, and robo-advice via Fidelity Go. Comparable on fractional-share and beginner-investor capabilities, but at far greater scale.

Emerging players

• Current: Current is a consumer fintech offering banking with a savings/investing component aimed at underbanked and younger demographics. Partial overlap with Grifin on mobile-first, beginner-friendly financial product positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grifinapp
• Instagraminstagram.com/grifinapp
• Xx.com/grifinapp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors9 records

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

M&A

Investments

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

Frequently asked questions about Grifin