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Direct Indexing- we need new branding

Author

Matt Ober
July 21, 2023

How do we better educate and explain direct indexing?

Direct indexing tends to be confusing. For consumers to understand we need to educate the masses. Maybe it’s time for a rebranding. A new way to classify the capabilities of Direct Indexing

Direct Indexing in my experience tends to be offered by financial advisors via their own internal tools or via software they are using. Seeds Investor which we are an investor in at Social Leverage, allows for advisors to leverage direct indexing capabilities to customize investments for clients. All of the literature I come across is heavy on financial jargon and I think loses the regular everyday investor. Vanguard for example explains direct indexing here, which I think does a good job, but not good enough to have this offered to your everyday Robinhood user

I think the key to making direct indexing scale is having better education, finding a better way to offer this to end consumers via brokerage apps and visually appealing explanations.

I am seeing a lot of companies building direct indexing capabilities, integrating direct indexing into their offering, and thinking through how to explain the value propositions. Looking forward to a rebrand or viral education & simplified explanation.