motif investing

Founded in 2010 by Hardeep Walia, Motif Investing was a fintech company that pioneered the concept of thematic investing for individual retail clients. The platform enabled users to invest in "motifs," which were intelligently weighted baskets of up to 30 stocks or ETFs linked to a specific economic trend, world event, or investment strategy (e.g., "Clean Energy," "Robo Revolution"). The company aimed to provide a low-cost, intuitive way to build diversified portfolios around concepts investors believed in. In April 2020, Motif Investing announced it would cease operations. Its technology and intellectual property were subsequently acquired by Charles Schwab in May 2020, and all customer accounts were transferred to Folio Investing.