Great question, and we're still working on improving the process there. At the core what we do is break down all tasks into small achievable steps - with a reward system encouraging users along the way to continue taking action.

What we're also integrating is an "opportunity cost calculator" showing users how delaying or avoiding the action we're recommending would impact the achievement of their goal.

Call it a "carrot and stick" system.

This feedback loop, coupled with small achieveable steps, has performed well so far in keeping users on task and on track for their goals.

Totally fair point. We think that beginner investors already have a ton of resources at their disposal. There are a lot of platforms aimed at making it as easy as possible to start investing for the first time. We're focused on people who are already investing and who want to just have more clarity as to where they stand financially and whether their goals are actually on track.

The no-custody aspect is really a starting place. We wanted to eliminate the usual friction that investment platforms impose in asking people to transfer their assets before receiving service. We think this is one of the biggest points of friction in financial services, and one which drives up CACs across the industry.

Functionally, what happens with our platform now is that we show you exactly what to invest in with specific ETFs to buy and keep you on track with regular rebalancing instructions. You then make those trades wherever you're already investing. Trades sync to our platform through an API connection (Plaid/SnapTrade) so you can see your progress towards your goal.

Our aim is to add a custody solution as well, letting users trade on the platform, but we always want to offer the non-custody solution as an entry point for users, making it super easy to get started and gradually earn user trust.