Magnifi: Platform Profile

Overview

Magnifi is an AI-powered investment-research and advisory platform rather than a conventional broker-dealer.

Its current 2026 product combines:

• natural-language investment search;
• AI-generated investment recommendations;
• portfolio aggregation;
• portfolio analysis;
• risk analytics;
• scenario testing;
• portfolio forecasting;
• watchlists and mock portfolios;
• stock, ETF, and mutual-fund discovery;
• access to brokerage accounts through unaffiliated broker-dealers.

That last point matters.

Magnifi can facilitate a brokerage relationship.

Magnifi itself is not the executing broker-dealer.

May fit better for

• investors who want AI-assisted investment research;
• investors with accounts at multiple brokerages;
• users who want natural-language search rather than conventional screeners;
• investors who want to compare stocks, ETFs, and mutual funds;
• users who value portfolio-level risk and scenario tools;
• investors who want investment recommendations but retain final trading discretion.

May fit less well for

• investors who want a human financial adviser;
• users who want a discretionary robo-advisor;
• investors who only need basic brokerage execution;
• advanced traders who need professional order-routing tools;
• users who assume an AI recommendation is a guaranteed prediction;
• investors who want one universal clearing firm across every Magnifi-linked account.

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Legal identity

Current July 2026 Form CRS:

• Legal name: Magnifi, LLC
• CRD: 309397
• SEC number: 801-119004
• SEC registered investment adviser: Yes
• Broker dealer: No

Magnifi's advisory service is technology-driven.

The current Form CRS states that it does not employ financial professionals or financial advisers to provide the investment advice delivered through the service.

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Non-discretionary model

Current relationship summary:

• Discretionary authority: No
• Client controls buy sell decisions: Yes
• Client controls position size: Yes
• Client controls broker choice: Yes
• Direct human monitoring of each account: No

Magnifi can provide recommendations.

Magnifi does not automatically take over the account and trade it as a discretionary manager.

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Current pricing

Current July 2026 Form CRS:

• Freemium:
• Price: $0
• Premium:
• Monthly: $14
• Annual: $99

Current consumer product page also displays:

• Premium annual: $99/year

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Premium cost comparison

Monthly for a full year:

$14 × 12 = $168

Annual plan:

$99

Difference:

$69

under the current published prices.

This comparison assumes the prices remain unchanged and ignores taxes or app-store billing differences.

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Free vs Premium

Current consumer page positions the free tier around:

• basic portfolio analysis;
• account tracking;
• investment search;
• AI assistant access.

Premium adds or expands:

• scenario testing;
• portfolio forecasting;
• advanced risk analytics;
• dividend breakdowns;
• decision support;
• ongoing guidance;
• premium research.

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Brokerage access

The July 2026 Form CRS states:

• Magnifi Investment Account:
• Available: Yes
• Unaffiliated broker dealers examples:
• Apex Clearing Corporation
• E*TRADE from Morgan Stanley

The broker used can vary.

"Magnifi is an Apex brokerage."

Apex is one current brokerage/custody route, not Magnifi's legal identity.

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Commission-free trading headline

Current Magnifi consumer page markets:

• Stocks ETFs:
• Commission free trading: Yes

The current Form CRS also states that brokerage terms can depend on the broker-dealer used.

Keep both facts.

"No Magnifi-linked brokerage account can ever charge transaction or service fees."

Broker, custodial, fund, transfer, and other charges can still exist.

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Mutual funds

Magnifi's recommendation and discovery universe includes mutual funds.

The consumer service is not limited to stocks and ETFs.

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Portfolio aggregation

Current Magnifi marketing supports linking outside accounts, including major brokerages.

The usefulness of aggregation depends on:

• connection availability;
• data freshness;
• position mapping;
• account permissions.

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AI recommendations

Current Form CRS says Magnifi algorithms can generate AI-driven recommendations based on:

• natural-language searches;
• goals;
• investment type preferences;
• risk tolerance;
• linked or submitted information.

That does not mean:

• the recommendation is guaranteed accurate;
• the algorithm knows every part of a user's financial life;
• forecasts predict future returns with certainty.

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Forecasting and scenario tools

Current Premium marketing includes:

• Scenario testing: Yes
• Portfolio forecast: Yes
• Predictive modeling: Yes

These are analytical models.

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Account structure

Legacy Magnifi FAQ material identifies individual and joint taxable accounts.

The July 2026 Form CRS does not establish a complete current account-type matrix.

Store current structured status conservatively:

• Taxable brokerage access: Yes
• IRA current direct account support verified in current CRS: No

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No direct options/futures/crypto product established

Current consumer and CRS package does not establish:

• Options current verified: No
• Futures current verified: No
• Direct spot crypto current verified: No

Researching a crypto-related security is not direct crypto custody.

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Protection

Magnifi is an investment adviser.

SIPC protection, when applicable, comes from the broker/custodian relationship.

Assessment

Magnifi is most useful when the problem is investment research and portfolio understanding rather than order execution itself.

The free tier lowers the barrier to trying:

• account aggregation;
• natural-language search;
• AI portfolio analysis.

Premium at $99 annually is inexpensive compared with a human advisory relationship, but it is also a different service.

The platform is non-discretionary.

The user remains responsible for the final investment decision.

The most important structural distinction is:

**Magnifi is the SEC-registered adviser. Brokerage accounts are opened with unaffiliated broker-dealers such as Apex or E*TRADE.**