BetterInvesting

What BetterInvesting does

BetterInvesting (legal name: National Association of Investors Corporation, EIN 38-2111435) is a U.S. 501(c)(3) nonprofit founded in 1951 and headquartered in Troy, Michigan, with a registered mailing address in Royal Oak, Michigan. The organization delivers investment education, stock analysis tools, and community programs to individual investors and traditional stock investment clubs. Its flagship product is the Stock Selection Guide (SSG), a fundamental-analysis methodology operationalized in tiered online tools — CoreSSG for novice investors and SSGPlus for experienced users — bundled with the Stock Comparison Guide (SCGCore and SCGPlus). Supporting offerings include BetterInvesting Magazine (print, online, in-app), the Video Learning Library of 100+ educational videos, First Cut Stock Reports, Stock Ideas and screens, Investor Advisory Service and SmallCap Informer newsletters, and a catalog of digital handbooks and books.

The organization is governed by a Board of Directors and a Volunteer Advisory Board (BIVAB) supporting 600 volunteers across 43 U.S. chapters that deliver in-person seminars, workshops, and club mentorship. Revenue is generated primarily through recurring membership subscriptions (Individual Plus at $145/yr, Individual Core, Club Core at $60, Club Plus at $85), publication and book sales ($25 handbooks, $29.99 books), affiliate/referral arrangements with corporate partners, and member event fees. ICLUBcentral operates as a wholly-owned subsidiary providing the myICLUB.com club accounting and management platform used by the majority of American stock investment clubs. A recently introduced Help AI Chatbot at /ai/ask/ supports member inquiries via text-based knowledge retrieval, and data powering the analysis tools is sourced through a partnership with Morningstar. The annual BetterInvesting National Convention (BINC) is scheduled as an online event in 2027, reflecting a continued shift toward digital delivery alongside the in-person chapter network.

Name

BetterInvesting

Legal name

National Association of Investors Corporation

Website

https://betterinvesting.org

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

51–100 employees

Short description

BetterInvesting is a U.S. nonprofit founded in 1951 that provides individual investors and investment clubs with fundamental stock analysis tools, educational content, and a 43-chapter community network centered on its Stock Selection Guide methodology.

Ownership category

akta.pro rank

Product category

Investment Education and Stock Research Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industry

Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Investment education
• Stock analysis tools
• Investment clubs
• Individual investor education
• Fundamental stock research

Headquarters

HQ city

Madison Heights

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues and Subscriptions: BetterInvesting generates primary revenue through individual and club membership subscriptions. Individual Plus Membership is priced at $145 annually with auto-renewal, with multi-year discounts available. Club memberships are also available at various tiers. Membership includes access to online tools, BetterInvesting Magazine, educational content, and member-only resources.
2. Publications and Books Sales: The organization sells publications including the BetterInvesting Magazine (print and digital), handbooks ($25 each), Take Stock book ($29.99), Main Street Millionaires book ($4.95), and newsletters including the Investor Advisory Service and SmallCap Informer.
3. Corporate Partner Program: BetterInvesting has established relationships with select business partners including AJ Gallagher Affinity and ICLUBcentral (wholly-owned subsidiary) to provide additional benefits to members. These partnerships may generate revenue through referral arrangements or service sharing.
4. Membership Upgrades: Members can upgrade their memberships to access premium tools. Club Core upgrade is $60 annually, Club Plus upgrade is $85 annually, and Individual Plus upgrade ranges from $145 for 1-year to $414 for 3-year terms.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

BetterInvesting (National Association of Investors Corporation, NAIC) is a nonprofit 501(c)(3) investment education organization that sells memberships bundled with its proprietary Stock Selection Guide (SSG) online analysis tools, the BetterInvesting Magazine, a video learning library, and stock research products. It also publishes individual handbooks, the Investor Advisory Service and SmallCap Informer newsletters, and operates a network of 43 local chapters that deliver investment education, seminars, and investment club support across the United States.

Product overview

BetterInvesting (National Association of Investors Corporation, NAIC) is a nonprofit investment education organization offering a platform-plus-membership model centered on its time-tested Stock Selection Guide (SSG) methodology. The core offering is the SSG-based stock analysis ecosystem, which includes free and premium online tools: CoreSSG (simplified step-by-step analysis for novices) and SSGPlus (full-featured version with quarterly data, Ticker Heat Map, bank analysis, more screening criteria, and enhanced portfolio reports). These are bundled with the Stock Comparison Guide in both Core (SCGCore, comparing 25 metrics) and Plus (SCGPlus) tiers. BetterInvesting Plus Membership packages unlimited access to all online tools, BetterInvesting Magazine (print/online/in-app), the Video Learning Library (100+ videos), live member-only classes, First Cut Stock Reports, Stock Ideas, and the weekly newsletter. Core Membership offers limited video access and CoreSSG/SCGCore tools. Individual memberships, Investment Club Memberships, and Club Upgrades (Club Core and Club Plus) provide different access levels. The organization also offers a la carte products including handbooks (Stock Selection Guide Handbook, Investment Club Operations Handbook, Mutual Fund Handbook, Portfolio Management Wisdom Handbook), publications (Investor Advisory Service newsletter, SmallCap Informer newsletter, Take Stock, Main Street Millionaires), branded apparel, and Gift Memberships. Additional services include 43 local chapters, the annual BetterInvesting National Convention (BINC), TickerTalk events, an AI-powered Help Chatbot, Fidelity Bond Insurance for clubs, and Investment Club Connect for matching clubs and prospective members.

Differentiator

Problem solved

Functional benefit

Brands

• BetterInvesting Magazine: The flagship publication providing stock analysis, investment education, and stock recommendations for educational purposes
• Stock Selection Guide (SSG)
• BetterInvesting National Convention (BINC)
• Video Learning Library
• SSGPlus
• CoreSSG
• First Cut Stock Reports
• TickerTalk
• BIVAB (BetterInvesting Volunteer Advisory Board)

Products and services

• BetterInvesting Individual Membership Subscription memberships for individual investors that bundle access to online stock analysis tools (CoreSSG and SSGPlus), the Stock Comparison Guide (SCGCore and SCGPlus), a subscription to BetterInvesting Magazine (print, online, and in-app), the Video Learning Library (100+ videos), live member-only classes such as TickerTalk, First Cut Stock Reports, curated Stock Ideas, the weekly member e-newsletter, local chapter training and support, and member-only discounts. Pricing tiers include Individual Plus (full SSGPlus access at $145/year) and Individual Core (limited video access plus CoreSSG tools).
• BetterInvesting Investment Club Membership Memberships for registered stock investment clubs, including BetterInvesting Magazine subscription, chapter support and mentorship, optional Fidelity Bond Insurance coverage ($25,000–$250,000 limits with $1,000 deductible), a myICLUB.com trial subscription, and special pricing for all club members. Upgrade tiers include Club Core ($60/year, CoreSSG access) and Club Plus ($85/year, SSGPlus access with ticker heat map, bank analysis, and additional portfolio reports).
• Stock Selection Guide (SSG) BetterInvesting's flagship web-based stock analysis methodology and tool that helps individual investors find, analyze, and compare quality growth stocks using fundamental data such as sales, earnings, pre-tax profit, and return on equity. The SSG presents fundamental data in a visual, logical format and is accessible 24/7 via PC, Mac, smartphone, or tablet through the member portal.
• Stock Comparison Guide (SCG) Online tool that enables investors to compare selected stocks against 25 key metrics to evaluate and prioritize quality growth-stock candidates. Available in Core (SCGCore, 25 metrics) and enhanced Plus (SCGPlus, additional metrics) versions.
• BetterInvesting Magazine Monthly publication available in print, online, and in-app (iPad/iPhone) formats. Each issue features stock analysis with 'Stock to Study' and 'Undervalued Stock' designations, portfolio guidance, and educational investing content for long-term investors.
• Video Learning Library On-demand educational video library containing over 100 videos covering the Stock Selection Guide methodology, tutorials, archived webinars, guest speaker presentations, and TickerTalk events. Available to Individual Plus Members with full access and Individual Core Members with limited access.
• First Cut Stock Reports Member-exclusive stock reports that provide initial stock screening analysis using BetterInvesting's fundamental methodology, helping investors identify potential long-term investment candidates.
• Stock Ideas Member-exclusive curated stock ideas, stock lists, and stock screens featuring growth stocks and dividend stocks to help members narrow down quality long-term investment candidates.
• Investor Advisory Service Newsletter Award-winning, market-beating stock investment newsletter managed by chartered financial analysts, designed to help members build more successful long-term stock portfolios. Sold separately as an add-on subscription.
• SmallCap Informer Newsletter Monthly small-cap stock newsletter focused on discovering outstanding high-quality small-cap stocks with excellent long-term growth prospects, sold as a separate subscription through the BetterInvesting store.
• Stock Selection Guide Digital Handbook Digital handbook (e-book or PDF) priced at $25, presenting BetterInvesting's time-tested Stock Selection Guide methodology and guiding investors on how to identify, analyze, and select quality growth stocks.
• Investment Club Operations Digital Handbook Digital handbook (e-book or PDF) priced at $25, covering how to start and operate a stock investment club, including business and legal aspects and club accounting.
• Mutual Fund Digital Handbook Digital handbook (e-book or PDF) priced at $25, teaching members how to select, compare, and monitor stock mutual funds, bond mutual funds, and ETFs.
• Using Portfolio Management Wisdom Handbook Softcover handbook priced at $25 plus shipping, teaching BetterInvesting's portfolio management techniques to help investors organize, track, manage, and grow a winning stock portfolio.
• Take Stock Book by Ellis Traub priced at $29.99 plus shipping, designed for beginning investors and explaining how to consistently invest in stocks, build a portfolio, identify high-quality growth stocks, and manage stock portfolios.
• Main Street Millionaires Hardcover book priced at $4.95 plus shipping, telling the story of Tom O'Hara and the founding of BetterInvesting and illustrating how everyday Americans built wealth through the organization's investment methodology.
• Help AI Chatbot AI-powered chatbot available at betterinvesting.org/ai/ask/ that answers member questions about investment education, BetterInvesting's Stock Selection Guide methodology, membership policies, and club operations via a text-based conversational interface.
• BetterInvesting National Convention (BINC) Annual multi-day national convention featuring investment education seminars, corporate roundtable discussions, networking events, and presentations for investors of all experience levels.
• Investment Club Connect Matching program that helps individuals find existing investment clubs to join and helps clubs find new members when someone leaves, facilitating connections within the BetterInvesting club community.
• Fidelity Bond Insurance Optional annual theft coverage insurance product for investment clubs, offered through BetterInvesting with coverage limits ranging from $25,000 to $250,000 and a $1,000 deductible.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• AJ Gallagher AffinityminorGTM or Marketing PartnerSelect Business Partner providing additional benefits to BetterInvesting members. AJ Gallagher Affinity offers products and services that may be of value to members.
• ICLUBcentralcoreGTM or Marketing PartnerWholly-owned subsidiary of BetterInvesting that provides the myICLUB.com accounting and club management platform, used by the majority of American stock investment clubs. ICLUBcentral provides additional tools and services to BetterInvesting members.
• ICLUBcentral SupportminorImplementation/ SI/ Consulting PartnerBetterInvesting and ICLUBcentral offer joint support for investment club accounting issues, particularly for clubs using the unit valuation system.
• MorningstarcoreTechnology or IntegrationMorningstar provides proprietary data and content for the BetterInvesting website and tools. The terms of service acknowledge that Morningstar content is proprietary and may not be copied or distributed.
• LifeLockminorGTM or Marketing PartnerPartner whose products and services may be offered to BetterInvesting members through the Partner Events & Offers email communications.
• Office DepotminorGTM or Marketing PartnerPartner offering products and services featured in BetterInvesting's Partner Events & Offers communications to members.
• The MoneyShowminorGTM or Marketing PartnerInvestment event partner featured in BetterInvesting's Partner Events & Offers email communications.
• Virtual Investor ConferencesminorGTM or Marketing PartnerInvestment event partner featured in BetterInvesting's Partner Events & Offers communications to members.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Value Line: Value Line is a long-established investment research and ranking service for individual investors, offering proprietary stock ratings, reports, and screening tools. It is a direct competitor to BetterInvesting's SSG-based stock ranking and First Cut Stock Reports products.
• The Motley Fool: The Motley Fool operates a paid subscription investment-advisory and education service for individual investors, combining stock recommendations, premium newsletters, and educational content. It is a direct subscription competitor to BetterInvesting Plus Membership and its newsletter products.
• American Association of Individual Investors (AAII): AAII is the closest direct peer: a U.S.-based nonprofit membership organization that provides individual investors with stock screening tools, educational content, and a flagship journal. AAII competes head-to-head with BetterInvesting for the same DIY fundamental-investor member, using a similar subscription model.
• Seeking Alpha: Seeking Alpha is a crowdsourced and contributor-driven investment research platform with a paid Premium subscription that offers stock analysis, quant ratings, and screeners. It is comparable as a paid retail-investor research and education destination competing for the same audience BetterInvesting serves.
• Zacks Investment Research: Zacks provides individual investors with proprietary stock rankings (Zacks Rank), research reports, and screening tools. It competes with BetterInvesting's SSGPlus and Stock Comparison Guide for paying retail investors seeking systematic stock-selection methodologies.

Broad incumbents

• Investopedia: Investopedia is a free online financial-education destination covering investing concepts, stock analysis, and portfolio strategy. It is a top-of-funnel competitor that educates the same retail investors BetterInvesting seeks to convert into paying members.
• Morningstar: Morningstar is a broad incumbent in investment research and data, providing stock screeners, analyst reports, and ratings. It is both a competitor to BetterInvesting's tools and a strategic partner, as Morningstar provides proprietary data that powers BetterInvesting's website and SSG tools.
• Fidelity Investor Education: Fidelity offers free investor education content, stock screeners, and learning paths to its retail customers. It is comparable as a free, well-funded alternative to BetterInvesting's paid educational content and SSG methodology.
• Schwab Investor Education: Schwab provides extensive free investor education, screeners, and research as part of its brokerage offering. As a free bundled alternative, it puts pricing pressure on BetterInvesting's paid membership and tools.

Regional players

• MoneyShow: MoneyShow produces investor conferences, webinars, and educational content for retail investors and is already a partner of BetterInvesting. It is comparable as an event-driven investor-education competitor serving the U.S. self-directed investor market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/betterinvesting
• LinkedInlinkedin.com/company/267165

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 BetterInvesting