Magnifi By The Numbers

The World’s #1 natural language investment platform.

A gateway to over 2,000 Exchange Traded Funds (ETFs), over 7,000 Mutual Funds (MFs), over 1100 Model Portfolios and 10,000 SMAs.




in AUI



Deliver Better Portfolios.

Analyze & compare investments.

Discover and Diligence.

Analyze & compare investments.


Discover investments using natural language. Simply type as you normally do to discover relevant investments.


Analyze and compare investments based on key criteria like fees, risk, returns and impact. Analyze the implications of buying a little or a lot of the selected investments.


Build proposals, track or buy selected investments directly on the platform. Simply connect to your brokerage and start trading.


Set alerts and rebalancing rules. Receive prompts based on price and market moves.

Magnifi is a platform that is changing how you shop for investments.
The world of investments has tens of thousands of choices; and the language used to interact with this crowded world is tickers, screens and filters. All this makes investing rather complicated.

Magnifi was built so users – whether they are consumers, financial advisors or portfolio managers – can easily discover investments using natural language. Our proprietary technology was built on the foundation of semantics (interpreting meaning not just matching), making it easy to for both the amateur and the seasoned investor.

For some new shoppers, Magnifi will demystify the world of investments. For others more experienced such as wealth and portfolio managers, it will free up precious time with faster discovery. For all users, Magnifi will help with smarter decisions.


Simply type what you are looking for. This could be a feature that matters to you (e.g. inexpensive funds) or a region you are excited about (e.g. asia no china) or a theme you believe in (robotics funds) or something that reflects who you are (promote gender diversity). Mix and match. Go ahead, find that right missing piece for your portfolio.


Once you initiate your search, you will discover the most relevant funds from the thousands of funds out there. Select the funds most interesting to you and open the shopping cart to learn more. Use the comparison calculator (patent pending) to personalize your preferences and identify the best fund for you. Then, on the combine section, analyze the implications of how much to buy.


Ready? Once you have discovered and selected the funds you want to buy, simply place an order. This is seamless once you have registered your preferred online broker. We will send the order on your behalf to them – no need to login separately. And no, we don’t charge any additional fees.

Magnifi provides a gateway today to over 2,000 Exchange Traded Funds (ETFs) and over 10,000 Mutual Funds (MFs).

Magnifi is free of charge for users to access ETFs and Mutual Funds. The premium service has a monthly subscription fee of $500 per month that allows users to build their own calculator, print proposal reports, and more.

Magnifi was formed in the summer of 2018 after our team observed the frustrating and limited user experience consumers, advisors and portfolio managers have while exploring possible investments. We founded Magnifi to empower investors and make finance friendlier.

Our vision is to be “THE” place to shop for investments. Our mission is to use technology and science to personalize and facilitate discovery, comparison and action in the investment process.

The firm was founded as part of the TIFIN group, a platform founded by Dr. Vinay Nair, a finance professor and fintech entrepreneur, to launch fintech firms in the areas of personal finance, wealth and asset management.

Our team of over a dozen professionals comes from areas of machine learning, natural language processing, software development, investment management and fintech based in New York and India.

We are supported by a group of advisors and investors who started or managed firms in areas of investments, payments, investment management, and search.

We also have a strategic partnership with Amenity Analytics, a firm that develops cloud-based text analytics solutions using natural language processing (NLP) and machine learning.