Magnifi

Magnifi is an AI-powered investing platform from TIFIN that helps DIY retail investors search for stocks, ETFs and mutual funds, monitor linked portfolios, and place commission-free trades through a single conversational interface. Built for individuals who want guided research without the jargon of traditional brokerage tools, the platform combines a natural-language assistant, a marketplace of more than 15,000 securities, and a brokerage account in one workflow. Magnifi is cloud based and available on web and mobile, so no special hardware is required. Getting started is straightforward: open an account or connect existing brokerages, ask questions in plain English, and explore curated results with real time data and educational context.

Ease of use is central to the product. The interface presents answers, charts, and comparisons in a clean workflow so beginners and experienced investors can move from questions to decisions quickly, with in-app guidance reducing ramp time. Data flows from linked accounts and market feeds with portfolio sync across multiple brokers, surfacing holdings, diversification gaps, and overlapping risk in one view. Security follows enterprise practices with encryption, Okta and Plaid based authentication, SSO options, and audit controls to protect account access and financial data.

Magnifi scales from casual investors to power users managing several accounts, with fast search, portfolio analytics, and planning tools that hold up under high query volume. One caveat worth noting for anyone evaluating finance and investing platforms: the in-house brokerage only supports taxable accounts, so retirement vehicles like IRAs and 401(k)s can be linked for portfolio analysis but cannot be traded inside the app – a constraint not always obvious before signup. Pricing follows a freemium model with a free account for browsing, education and commission-free trading, plus a Magnifi Personal subscription that unlocks the AI investing assistant and deeper portfolio analytics.