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M1 Finance
Fintech
M1 Finance is a Chicago-based fintech platform combining automated investing, borrowing, and spending tools, letting users build custom stock and ETF portfolios that automatically rebalance over time.
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M1 Finance was founded in 2015 by Brian Barnes, based on the observation that most investing platforms forced a choice between fully automated "robo-advisor" services, which build and manage a portfolio for a customer but typically limit customization to selecting among a small number of preset risk-based model portfolios, and traditional self-directed brokerage platforms, which give customers full control over exactly which individual stocks and funds to buy but require investors to also handle all rebalancing and reinvestment decisions manually themselves, without an option that combined meaningful customization with the ongoing automation and rebalancing convenience of a managed account. M1's core product lets users build a fully customized investment portfolio, called a "Pie," selecting individual stocks and exchange-traded funds and assigning target percentage allocations to each, after which the platform automatically manages ongoing contributions, dividend reinvestment, and periodic rebalancing to keep the portfolio aligned with the user's specified target allocations over time, combining the customization of self-directed investing with the ongoing automation typically associated with more limited robo-advisor products. The company expanded beyond its original automated investing product into a broader personal finance platform, including a lending product that lets users borrow against the value of their investment portfolio at relatively low interest rates, and a spending account with a debit card, positioning M1 as a broader "finance super app" combining investing, borrowing, and everyday spending and banking functionality within a single integrated platform rather than requiring customers to use separate providers for each of these financial needs. M1's target customers are self-directed investors who want more control and customization over their specific portfolio composition than a traditional robo-advisor allows, while still valuing automation for the ongoing portfolio maintenance tasks like rebalancing and dividend reinvestment. The company has raised substantial venture funding from investors including Coatue, Left Lane Capital, and Clocktower Technology Ventures, reaching a valuation exceeding $1.45 billion, competing with other investing platforms including Betterment, Wealthfront, and traditional discount brokerages.
FOR QUALIFIED INSTITUTIONAL AND ACCREDITED INVESTORS ONLY: Under federal securities laws, private market investments on this platform are available exclusively to Institutional and Accredited Investors. Verification of status required before investing. Private investments involve significant risks including illiquidity, potential loss of principal, and limited disclosure requirements. "Augment" refers to Augment Markets, Inc. and its affiliates. Augment Markets, Inc. is a technology company offering software and data services, not a bank or financial institution. Cash Accounts are provided by Modern Treasury Corp. financial institution partners and through Augment's technology. Augment does not act as a money services business, provide money transmission, or serve as a custodian of funds. Funds held in your Cash Account are not FDIC insured unless expressly disclosed. Full terms available in the Augment Cash Account Agreement. Brokerage services are offered through Augment Capital, LLC, an affiliated broker-dealer and member FINRA/SIPC. "Investment accounts" are not brokerage accounts and do not hold customer funds or securities. Investment advisory services are offered through Augment Advisors, LLC, an SEC-registered investment adviser. Registration with the SEC does not imply a certain level of skill or training. Neither Augment Advisors, LLC nor Augment Capital, LLC provide legal or tax advice; consult your attorney or tax professional regarding your specific situation. For additional information, please refer to Augment Advisors, LLC's Form ADV Part 2A (Firm Brochure) and FINRA BrokerCheck.
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