How they describe themselves: M1 Finance is the most efficient way to build savings and manage wealth. With M1, the engaged investor can create, organize, and automate a customizable portfolio – all within an intuitive investment platform.
How they describe their product/innovation: Right now, investing solutions and brokers push investors into two categories: ones where you outsource it to someone else and lose control and transparency or commission-driven trading apps that force you to do all the heavy lifting. There is a middle ground full of engaged investors. M1 Finance is the only online investing platform built for engaged, long-term investors. M1 allows anyone to define an investing plan, which could include a customized mix of low-cost ETFs and individual stocks, and then automate that plan.
Product distribution strategy: Direct to Consumer (B2C)