Hedge

What Hedge does

Hedge is a US-based fintech company founded in 2021 and headquartered in New York that operates a mobile-first brokerage platform targeting non-accredited retail investors. The platform enables both individual self-directed investing and collaborative group investing with family and friends, with the core differentiator being a configurable group voting system (Simple Majority, Super Majority, or Unanimous) tied to investment proposals and group chat. Brokerage services are delivered through Hedge Pro LLC, a wholly-owned subsidiary of Hedge Capital Markets Inc. and an SEC-registered broker-dealer and FINRA/SIPC member; custody, clearing, and execution are provided by Apex Clearing Corporation. The technology stack integrates Plaid for bank account linking and verification, NASDAQ for market data and exchange connectivity, and a Liquidity partnership for financial infrastructure, with distribution centered on an iOS app and the company website.

The product surface consists of three components: a Personal Portfolio for individual investing, Hedge Groups for collaborative investing with democratic voting, and a free Investment Growth Calculator that visualizes compound growth against FDIC savings rates. Groups require a $25 minimum per person with a $5 minimum trade size, and assets can be moved from a Group to a Personal Portfolio in approximately 10 seconds, ensuring users retain full custody control. Trading in US exchange-listed stocks, ETFs, and options is commission-free for self-directed individual margin accounts under Hedge Pro.

Hedge's business model is primarily freemium with optional premium subscriptions, supplemented by asset-based fees from partner financial institutions (affiliate/referral economics from banks and other financial institutions holding customer assets) and limited event-driven fees such as wire transfers, pass-through fees, and paper statement fees. The GTM motion is product-led and community-led, relying on organic social media (Twitter/X, Instagram), educational content, and word-of-mouth referrals as users invite family and friends into investment groups. Geographic scope is limited to the United States, requiring users to be 18+ with a valid US address and US citizenship or permanent residency.

Name

Hedge

Legal name

Hedge Capital Markets Inc.

Website

https://hedgeinvest.io

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Hedge is a US fintech offering a mobile-first brokerage app that lets non-accredited retail investors invest individually or in voting-based groups with family and friends, with brokerage services delivered through its SEC-registered broker-dealer subsidiary, Hedge Pro LLC.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset-based fees from financial institutions: Hedge receives a small percentage from banks and other financial institutions for customer assets held on the platform. These are payments made by partner financial institutions, not charged directly to customers.
2. Premium Subscriptions: Hedge offers a variety of freemium and optional premium subscription tiers that provide additional features beyond the free base offering. Specific tier details and pricing are not publicly disclosed.
3. Very Limited Transaction/Service Fees: Hedge charges a few fees for event-driven activities or irregular/expensive requests such as wire transfers, pass-through fees, and paper statements. Commission-free trading for stocks and ETFs is standard for self-directed individual margin accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hedge is a mobile-first brokerage platform that enables individual self-directed investing in US exchange-listed stocks and ETFs and collaborative group investing with family and friends using democratic voting (Simple Majority, Super Majority, or Unanimous). Brokerage services are delivered through Hedge Pro LLC, an SEC-registered broker-dealer and FINRA/SIPC member, with clearing and custody handled by Apex Clearing Corporation. The platform is free to use with a $25 minimum per-person group investment and offers optional premium subscriptions for enhanced features.

Product overview

Hedge is a financial technology platform offering a mobile-first investment app that enables both individual and collaborative investing. The core platform consists of a Personal Portfolio for self-directed investing and Hedge Groups for collaborative group investing with family and friends. Users can invest in US exchange-listed securities including stocks and ETFs, with a minimum group investment of $25 per person. The platform includes an Investment Growth Calculator tool for educational purposes. Hedge Pro LLC serves as the SEC-registered broker-dealer providing brokerage services, with Apex Clearing Corporation handling custody and clearing.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Portfolio Self-directed individual brokerage account enabling users to invest independently in US exchange-listed securities including stocks and ETFs. Commission-free trading on Hedge Pro self-directed individual margin accounts; no accreditation or minimum investment required. Brokerage services provided by Hedge Pro LLC, a SEC-registered broker-dealer and FINRA/SIPC member.
• Hedge Groups Collaborative group investing feature that lets family and friends form investment groups, contribute equal amounts ($25 per-person minimum), submit buy/sell proposals, discuss in private group chat, and approve investments via democratic voting with thresholds of Simple Majority (>50%), Super Majority (≥75%), or Unanimous (100%). Members retain individual ownership of their assets, receive their own tax forms, and can withdraw to their Personal Portfolio at any time (one withdrawal per Group per day). Brokerage services are provided by Hedge Pro LLC.
• Investment Growth Calculator Free standalone compound growth calculator that lets any visitor input an initial investment, recurring contribution, frequency, annual return percentage, and duration to project potential investment growth over time, with a comparison to bank savings using the FDIC National Rate (0.45% APY as of October 21, 2024). Used as an educational and top-of-funnel lead-generation tool.

Quantifiable outcome

• Users can start investing in groups with as little as $25 per person
• +3 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Apex Clearing CorporationcoreTechnology or IntegrationApex Clearing Corporation provides custody, clearing, and execution services for Hedge Pro LLC. It is a registered broker-dealer with the SEC and member of FINRA and SIPC. Apex also provides additional insurance coverage beyond standard SIPC limits, covering securities and cash up to $150 million aggregate.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• SoFi: SoFi is a broad consumer-finance platform combining brokerage, banking, and lending. Its active-investing and community features overlap with Hedge's offering, but SoFi operates at vastly larger scale and breadth.
• Schwab: Charles Schwab is one of the largest US broker-dealers serving retail and institutional clients. While it does not offer a group-voting product, it is a major incumbent in the same regulated retail-brokerage space and a potential partner or acquirer for a regulated platform like Hedge.
• Cash App (Block): Cash App Investing offers commission-free stock trading embedded in a mainstream payments app, reaching the same non-accredited retail demographic as Hedge. It is a broad incumbent rather than a direct group-investing competitor.
• Robinhood: Robinhood is the dominant commission-free US retail broker serving the same beginner/mass-market demographic. It is a broad incumbent with vastly more scale than Hedge, and its recent community/social features put it in competitive overlap.

Direct peers

• Titan: Titan is a mobile investment app that pioneered 'group investing' for retail audiences (originally accredited), letting users pool and discuss trades. It is the closest direct comparable to Hedge's core Hedge Groups mechanic, although Titan skews toward higher-AUM clients.
• Acorns: Acorns is a micro-investing app targeting first-time and lower-AUM retail investors with small recurring contributions. It shares Hedge's financial-inclusion mission and beginner-friendly positioning, though it emphasizes automated round-ups rather than group investing.
• Stash: Stash is a beginner-friendly investing and banking platform aimed at entry-level retail investors with subscription-based pricing. It targets the same non-accredited, low-minimum segment that Hedge addresses with collaborative features.
• Public.com: Public.com is a commission-free retail brokerage with strong social/community features (following other investors, community discussions, fractional shares). It competes with Hedge for the same social-leaning retail audience, though it does not offer formal group voting.
• eToro: eToro is a global social trading platform with copy-trading and community portfolios — closely aligned with Hedge's collaborative investing thesis, though eToro focuses on individual copy-trading rather than democratic group voting among trusted networks.

Others

• Carta: Carta is a cap-table and fractional-ownership platform enabling shared ownership and governance of private assets. It is comparable as an infrastructure provider for collective/shared ownership models, though its market (private securities, venture) differs from Hedge's public-market focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/HedgeInvestApp
• Instagraminstagram.com/hedgeinvestapp
• LinkedInlinkedin.com/company/hedge-investing-app

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 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 Hedge