Paladin Transparency Index (PTI)


Data compiled from company, regulatory agency (SEC, FINRA), and third party websites. Did Not Disclose (DND) means Paladin could not find this information on the Internet. Advisory firms can submit updated information to Paladin Research. Paladin will update the OFA report if it can validate the information.

  • Type of Financial Firm: Online Financial Advisor (OFA)
  • URL:
  • Year Established: 2010
  • Headquarters Location: San Francisco, CA
  • Most Recent Update: 8/17/15

Types of Financial Services

  • Investment advice and services

Registration & Licensing

  • SEC: 801-71929
  • CRD: 154604
  • IARD: 154604
  • Disclosures ( No disclosures

Contact Information

  • Email:
  • Telephone: DND
  • Human Contact: Yes
  • Type of Contact: Email


  • Minimum Asset Requirement: DND
  • Minimum Fee: DND
  • Free Offer(s): Free personalized action plan, Free College-Savings-Program

Combined Fees

  • Service Initiation Fees: None
  • Annual Fee: .50% (Premium managed account)
  • Annual Third Party Fee(s): Yes
  • Examples of Third Parties: ETF's, Index Funds, Mutual Funds, Broker/Dealers

Scope of Business

  • Number of Users: 1700 paid users (Source: ADV; as of 8/17/15) 150,000 free users (FutureAdvisor)
  • Assets (Paid): $232,124,148 (Source: ADV; as of 8/17/15)
  • Assets (Free): $13 billion (FutureAdvisor)

Investment Services

  • Number of Portfolios: DND
  • Types of Investments: Index Funds, ETF's
  • Investment Managers: DND

Additional Investment Services

  • Data Aggregation Services: No
  • Tax Loss Harvesting: Yes
  • Rebalancing: Yes
  • Account Liquidity: DND
  • Investor Discretion: No

Additional Information

  • Clearing & Custody: Fidelity or TD Ameritrade
  • Mobile Application: No

Paladin Transparency Rating (PTI)

  • 3.0


  • None


  • Black Rock is purchasing FutureAdvisor. It plans to integrate FutureAdvisor, which has more than $600 million in assets under management according to a company spokesman, onto its existing investment and risk management platform, BlackRock Solutions. The asset manager's acquisition of FutureAdvisor is aimed at banks, insurers, broker-dealers, 401(k) platforms and other advisory firms that may want to white-label a digital-advice platform to increase customer loyalty and increase their assets.

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