Stash

Stash provides investment advisory services to U.S. individual investors through a primarily digital platform, offering brokerage, retirement, and custodial accounts, impersonal financial counseling, a consolidated wrap fee program, and optional discretionary managed accounts. The firm targets a mass‑market retail client base with minimal account minimums and offers episodic access to live advisors through its separate Advisor Connect service.

Investment guidance is delivered largely through algorithmic and AI‑driven tools—most notably the internally developed Stash Money Coach—and is based on client inputs from a suitability questionnaire to recommend broadly diversified, ETF‑based allocations with automated monitoring and rebalancing. Clients implement trades themselves in Non‑Discretionary Accounts using Stash’s personalized guidance, while Discretionary Managed Accounts are managed to target allocations and monitored by the firm’s investment team.

Distinctive operational features include a subscription‑tiered wrap fee structure—a fixed platform subscription plus an AUM fee that applies only to discretionary accounts—alongside substantial affiliate activity (an introducing broker‑dealer, insurance distribution, and a branded cash‑management/sweep program) that generates ancillary revenue and is disclosed in the brochure. The firm serves a very large retail user base (over one million clients through a largely digital service model), manages the majority of reported assets on a non‑discretionary basis, and discloses marketing/referral arrangements and educational materials as part of its client engagement model.