I would need to know where your revenue comes from before I would consider putting money with you. Clearly $1/mo is not going to be the only revenue opportunity you go for. It's good that my assets are safe if you go under, but with direct indexing I'd be left with a giant mess of thousands of individual stock positions that would be very difficult to unwind manually.
I don't care that much about saving .03% over SCHB but tax loss harvesting sounds nice. It would also be cool to exclude certain stocks I dislike from my portfolio.
We choose to lead with the expense ratio savings in this marketing push, but I really think the platform allows for the best investment account out there with tax loss harvesting built in, dollar cost averaging between positions and stock or sector customization.
I don't care that much about saving .03% over SCHB but tax loss harvesting sounds nice. It would also be cool to exclude certain stocks I dislike from my portfolio.