Portfolio demo · plain-English explainer

Tax Alpha, Made Legible

Automated investing platforms mostly sell the same core product: a rebalanced portfolio of index funds. The real differentiation lives in —'s tax machinery: mechanics that almost nobody outside the industry can explain in one breath. Here's my attempt, built for the audience it matters most for: parents saving for a child's future.

Why parents, specifically

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average investment assets held by clients who are parents

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average investment assets held by clients without children

I found this gap in —'s own disclosed data: $91,000 in average assets for parent clients versus $27,000 for non-parents. Parents are the highest-value segment already using the product. They're the least likely to have ever needed to understand tax-loss harvesting before now.

Three ideas, in plain English

Hover or tap any underlined phrase for the disclosure it triggers. I didn't hide the fine print here. I built it in as part of the explanation.

The point of view

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