Magnifi is an AI-powered investing copilot built by TIFIN, the Boulder-based fintech holding company. Launched in 2018 and positioned as a next-generation AI brokerage, Magnifi lets users search, compare, and trade over 15,000 stocks, ETFs, and mutual funds using conversational natural-language queries rather than traditional screeners or tickers. Users type plain-English prompts like "Show me clean-energy ETFs with expense ratios under 0.3%" or "What is my portfolio's exposure to semiconductors?"—and Magnifi's AI, built on GPT-4 combined with proprietary financial models, returns ranked and contextualized results. The platform also offers themed investing categories (AI Revolution, Climate Transition) and goal-based planning tools that tie portfolio construction to life milestones such as retirement or home purchase.
A standout differentiator is Magnifi's cross-account portfolio intelligence. Via Plaid-based linking, users can connect external brokerage accounts and receive a unified view of holdings across all platforms—identifying concentration risk, overlapping positions, hidden fees, and asset class gaps in real time. The AI copilot can then answer questions like "What happens to my total portfolio if I buy NVDA?" or "How much Apple do I own across all accounts?"—questions that normally require spreadsheet work. Commission-free trading is executed directly within Magnifi's own brokerage account. The Free tier provides investment search and commission-free trading; the Personal subscription (~$11-14/month, or $132/year) adds the AI assistant, portfolio health checks, personalized alerts, and buy/sell impact analysis. A Managed Portfolios option charges 0.23% AUM annually.
Magnifi's parent company, TIFIN, has raised over $109M from investors including JPMorgan Chase, Morningstar, and Franklin Templeton. By June 2024, Magnifi users had linked more than $2 billion in self-directed assets across connected brokerage accounts. The platform has been recognized by FinTech Breakthrough as Best Retail Investment Company for 2025, following its Best Fintech Startup award in 2024. With a free entry tier that allows trading without a subscription, Magnifi occupies a distinct niche as an AI copilot for the mass-market self-directed investor.