JustInvesting

Founded in 2016 in Oakland, California, Just Invest operated as a financial technology firm focused on providing a data analysis platform for portfolio customization. The company aimed its services at financial advisors, including registered investment advisors (RIAs), banks, and broker-dealers, offering them technology solutions for tailoring client portfolios. Through its platform, Just Invest managed multi-asset class portfolios, providing both asset allocation and asset-specific investment services for taxable and tax-deferred accounts.

The core of Just Invest's offering was its direct indexing platform, known as Kaleidoscope™. This technology utilized large-scale data analysis, quantitative algorithms, and risk modeling to deliver scalable portfolio and tax management. The primary benefit for financial advisors was the ability to offer personalized indexing, which allowed for unprecedented customization to meet the unique financial needs and values of their clients. For instance, advisors could tailor portfolios based on specific client requests, such as excluding certain stocks or sectors. The firm was an SEC-registered investment adviser.

Just Invest's business model was centered on empowering financial advisors with the technology to enhance client engagement and provide greater value. The company generated revenue, and its financing status was formerly venture-backed. Over its history, the firm raised a total of $2.75 million in funding over four rounds, including a Seed Round of $2.15 million in October 2019 and another Seed Round of $523K in June 2020. A significant milestone in the company's history was its acquisition by The Vanguard Group, which was completed on October 1, 2021. This acquisition was facilitated by Berkshire Global Advisors and followed a successful direct indexing pilot program that Vanguard and Just Invest had launched in 2020 for RIAs. Following the acquisition, Just Invest became an independently operated, wholly-owned subsidiary of The Vanguard Group. Keywords: direct indexing, portfolio customization, wealth management technology, tax-managed portfolios, personalized indexing, financial advisor tools, asset allocation software, quantitative algorithms, risk modeling, Kaleidoscope platform, RIA solutions, multi-asset portfolios, investment management firm, Vanguard acquisition, financial data analysis, tax management, client engagement, fintech, asset management, investment services