Magnifi

Magnifi reimagines how individual investors discover and research investment vehicles. Instead of browsing ETF databases by category code or running ticker-based searches, Magnifi enables natural language investment search: "Find me a low-cost technology ETF focused on AI companies" or "What's the best international dividend fund with low emerging market exposure?" The AI understands the investor's intent, searches across thousands of investment vehicles, and returns relevant options with comparison data. This makes investment research accessible to investors who know what outcomes they want but don't know the specific ticker symbols or fund names to achieve those outcomes.

Natural Language Investment Search

Magnifi's search understands investment intent, not just keywords. "Sustainable energy funds that outperformed their benchmark last year" returns funds matching that specific combination of theme, sustainability criteria, and performance condition — a query that fund screeners with checkbox filters can't process because it requires semantic understanding of what "sustainable energy" means across different fund naming conventions. This semantic capability is particularly valuable for retail investors navigating the 10,000+ ETF universe, where discovering relevant options through category browsing or ticker search produces both false positives (funds that fit the category but not the intent) and false negatives (funds that fit the intent but are categorized differently).

• Natural language investment search — find ETFs, funds, and stocks using intent-based queries rather than ticker symbols or category codes.
• AI investment comparison — side-by-side analysis of investment vehicles using relevant metrics for each query's investment objective.
• Portfolio analysis — AI analysis of existing portfolio composition, factor exposure, and overlap across holdings.
• Financial copilot — conversational AI for investment questions, portfolio guidance, and market analysis.
• Direct trading execution — connected brokerage accounts allow direct trade execution from Magnifi's interface.

AI Investment Comparison

After surfacing relevant investment options, Magnifi generates comparison analyses tailored to the query's objective. For a sustainable energy ETF search, the comparison highlights expense ratios, fossil fuel exclusions, top holdings, historical returns, and carbon intensity scores — the metrics relevant to that specific investment objective. For a dividend fund search, the comparison shows yield, payout history, dividend growth, and sector composition. This contextually relevant comparison presentation helps investors evaluate options without needing to know which metrics matter for each investment type — the AI understands the relevant evaluation framework for each investment objective.

Conversational Portfolio Guidance

Magnifi's financial copilot function enables conversational portfolio discussions: "My portfolio is too concentrated in tech — what should I add for diversification?" generates specific recommendations with rationale. "How would adding this bond ETF affect my portfolio volatility?" runs the analysis and presents the result. For investors who want personalized guidance without paying for a financial advisor, Magnifi's AI copilot provides accessible investment thinking that goes beyond data presentation to actionable recommendations. The caveat applies: AI recommendations are not registered investment advice, and user investment decisions carry full personal responsibility.

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