Why did Hardeep start Motif?
To give everyday investors access to cutting edge investment products.

I want to start by thanking you – our clients, investors, and partners – for all your support in taking Motif to where it is today. We’ve come a long way since we started this journey together and there is a lot for us to be proud of. Who would have thought that a simple observation that people naturally think thematically about investing, and that if only a platform existed that was built around how humans intuitively work, it would unleash all this energy and innovation? Thematic investing has been around since the 1980s, but it has typically remained in the realm of pension funds, endowments, and ultra-high-net-worth wealth managers. Obviously, only those with both time and money, and access to expertise can afford the privilege of investing in long-term, transformative changes around the world. What Motif is doing is simply making thematic investing more precise and more accessible through the innovative use of data science and automation.

The premise of thematic investing is seductively simple. Markets over the long term are driven by earnings growth and thematic investing looks to identify long-term trends that are likely to drive disproportionate earnings growth in the future. Artificial intelligence, for example, isn’t just about the next revolution of computing. It will change everything from how we communicate to how we commute. An aging population isn’t just going to inflate the healthcare industry. It will reshape everything from urbanization to unions. Figuring out how these trends play out in the global economy is a complex problem.

Part of the allure of thematic investing is that it is very intuitive and people think it is easy. It is also why many typically get it wrong because they rely far too much on human judgment which introduces subjective bias. Too many of the current products on the market take a very simplistic approach to thinking thematic. It is why we believe that a more rigorous and systematic approach is necessary.

Motif’s approach is different in that we use data science to uncover the most important trends driving the economy and quantify the companies with maximum exposure to these trends. We then make it easy to invest in these companies by creating dynamic thematic models that can be deployed in a range of financial products for individuals, financial advisors, and institutions.

In a world with a growing number of copycats, it is refreshing that we have built something that is not only changing the world of investing but remains very much differentiated from the competition. Today over 350,000 customers trust Motif with their investing, and we are proud to include Goldman Sachs, J.P. Morgan and US Bank as clients. Thank you for helping us build Motif, and we look forward to sharing more innovations.


Hardeep Walia
Founder & Chief Executive Officer

Motif's Milestones: 2010 - 2019.

June 2010: Hardeep moves from Seattle to San Francisco
September 2010: The company name changes to Motif (from FundDNA)
June 2012: Launch of first dollar-based portfolio trading platform
February 2013: Reach 80,000 unique, community-built portfolios
February 2013: Receive first patent (of many) on real time fractional share trading
May 2014: Partner with J.P. Morgan to offer IPO access to individual investors
November 2015: Motif Capital founded to serve institutional clients
May 2016: First Motif structured note issued by Goldman Sachs
March 2017: Launch of Motif Impact, investing shaped by personal values
March 2018: Complete 100th IPO allocation
March 2019: Motif team rings NYSE bell to mark GSAM launching ETFs to track motif indexes
May 2019: Motif begins offering Market-Linked CDs
November 2019: Motif launches the Motif 500 Direct Index Portfolio
Coming Soon: Crypto Portfolios


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