Wikinvest

Wikinvest was a financial technology company that has since rebranded as SigFig. Initially, Wikinvest operated as a platform that allowed users to track their investment portfolios by importing data from various brokerage accounts. The platform provided tools for performance tracking against market indices like the S&P 500 and the Dow Jones Industrial Average. A key feature of Wikinvest was its crowdsourcing element, which aimed to create a community of investors sharing insights and information, similar to the Wikipedia model for encyclopedias.

Around 2012, the company shifted its focus and rebranded to SigFig. Under the new brand, the business model evolved from a community-driven content platform to a provider of automated investment advisory services, commonly known as robo-advising. SigFig offers its robo-advisory platform directly to consumers through web and mobile applications. Additionally, SigFig has a significant B2B component, white-labeling its technology to large financial institutions. This allows established banks and wealth management firms to offer their own branded robo-advisory services to their clients. The company builds both robo-advisory and customer engagement software, serving both individual investors and large financial enterprises.

Keywords: portfolio management, investment tracking, crowdsourced finance, robo-advisory, financial technology, wealth management, B2B, white-label, customer engagement, investment software