I’m always on the lookout for tools that I think can make investing easier for people. While we personal finance writers think of investing as really straightforward, the truth is, the logistics of investing really isn’t as simple as we make it out to be. It’s easy for us because we’ve spent hundreds of hours reading and learning about money and investing. Tell me to put my money in a total market fund with Vanguard and I can do that pretty easily. But tell your average person to do the same and I guarantee they won’t understand how to do that.
In an ideal world, investing would be as easy as opening up a bank account. Your average person could just go online, open up an investment account, and then walk away without having to make any decision other than deciding how much money to put into their account.
