Tobi, Inc.

Tobi, Inc. operates an algorithmic wealth‑building subscription platform that primarily serves individual users through animated educational video modules, linked‑account dashboards, and model portfolio recommendations. The firm also acts as a portfolio manager and sponsor of a wrap‑fee program, while reporting zero assets under management as of December 2025.

Tobi’s technology-driven approach uses third‑party account aggregation to ingest outside account balances and transactions, then applies modern portfolio theory and a long‑term ETF trading orientation to generate recommended allocations based on a user’s risk appetite and time horizon. Subscription access and payments are handled as in‑app purchases, and the platform displays aggregated outside account information for budgeting and projection purposes (Tobi does not retain linked account login credentials).

Notable features that distinguish Tobi from many peers include its role as a wrap‑fee program sponsor (an uncommon function for firms in this category) and the principal’s professional background as a lawyer, which the brochure discloses but notes will not be offered as a client service. The firm also requires use of a specific custodian (Apex), charges a fixed subscription rather than a traditional percentage‑of‑AUM advisory fee, and indicates there are no routine account reviews or regular reports for the subscription platform.