Cake Financial

Founded in 2007, Cake Financial was a venture-backed financial technology company that operated as a registered investment advisor. Its platform enabled users to securely link their existing brokerage accounts (from providers like E*TRADE, Charles Schwab, etc.) and share their portfolio performance, holdings, and trading activity with friends or the wider Cake community. The core mission was to bring transparency and social context to personal investing, helping individuals benchmark their performance against peers. The company was acquired by E*TRADE on May 17, 2010, and its services were subsequently discontinued or integrated.