A. Description of the Advisory Firm
Magnifi LLC (“Magnifi”), a Delaware limited liability company, was formed on June 11, 2018. Magnifi
is registered with the United States Securities and Exchange Commission (“SEC”) under Rule 203A-
2(e) of the Investment Advisers Act of 1940, as amended (the “Advisers Act”), and therefore conducts
business solely through an online advisory platform. The TIFIN Group LLC (“TIFIN”) is the principal
owner of Magnifi. Dr. Vinay Nair is the Chief Executive Officer of Magnifi. Registration as an
investment adviser does not imply any certain level of skill or training.
B. Types of Advisory Services
Investment Advice
Magnifi’s proprietary web-based technology provides a natural language powered platform which
enables users to navigate a universe of exchange-traded funds (“ETFs”), individual stocks, and mutual
funds while using such information to build and/or enhance the user’s existing portfolios. Magnifi’s
platform is utilized by investors, investment advisers, and wealth managers (the “Clients”). Magnifi’s
algorithms use technology and science to personalize and facilitate discovery, comparison, and action
in the investment process by generating investment recommendations based on Clients’ natural
language searches, unique goals, investment types, risk tolerance, and other information inputted by
the Client in Magnifi’s website and/or mobile application.
Pursuant to each Client’s investment advisory agreement with Magnifi (each, an “IA Agreement”),
Magnifi provides investment recommendations through its website and mobile application with the
objective of enabling Clients to personalize their investment preferences, receive analysis and/or
recommendations of ETFs, individual stocks, and mutual funds and create and edit mock portfolios
and watchlists. Clients may utilize Magnifi’s platform to discover investments using natural language
searches to analyze and compare information compiled by Magnifi’s web-based platform regarding
ETFs, individual stocks, and mutual funds. Clients may build proposals and track aggregated
investments directly on Magnifi’s platform.
Clients who have a Magnifi account may also open a brokerage account with a unaffiliated broker-
dealer (“Magnifi Investment Account”) so they can make trades based on the advice provided by
Magnifi.
In addition to providing advisory services to our Clients directly, we also offer technology
solutions where by our services can be used by an asset manager partner with respect to that
asset manager’s clients. Magnifi offers additional advisory services; Magnifi (Subscription) and
Magnifi International, as described below:
Magnifi (Subscription)
Magnifi has a subscription offering providing value as an investing assistant using conversational
artificial intelligence (“AI”). Through a chat bot experience, Magnifi gives users access to
conversational investing guidance, portfolio insights, market intelligence, and educational resources
to
help investors make more informed decisions. The chat bot employs a proprietary, closed
environment AI model.
Magnifi International
Magnifi offers its technology services to financial professionals around the world. These financial
professionals can put together their own model portfolios and track their performance through the
system. They can share their ratings of individual investment funds with other financial professionals
through community membership. These model portfolios are rated against benchmarks by Magnifi
and the results are scored and compared across other professionals. This service is not available for
retail investors.
Non-Advisory Service: Platform Sponsorship
Magnifi has entered into partnerships with various financial institutions that may be registered
investment advisers to ETFs and/or mutual funds (collectively, the “Fund Managers”). Under these
arrangements, Magnifi may license its proprietary web-based technology to the Fund Managers in
connection with the Fund Managers’ own research and sales activities, and permit Fund Managers to
sponsor additional features using Magnifi’s patented Fund Selector and Portfolio Enhancer to
enhance the visibility of information provided about the ETFs, and/or mutual funds managed by the
Fund Managers. By sponsoring personalized fund selectors identified as “Sponsored” in search results,
Fund Managers can create awareness for their ETFs and/or mutual funds during the discovery phase
to stand out with financial advisors during key fund comparison moments. Sponsored investment
products will be returned as the top search results when clients use Magnifi’s search function, and
are promoted on the website.
Through its partnerships with Fund Managers, digital platform licensing fees and sponsorship fees
are paid by the respective Fund Managers to Magnifi.
C. Client-Tailored Services and Client-Imposed Restrictions
Advisory services are tailored to achieve Clients’ searches. Magnifi provides limited investment
advice and only through its website and mobile application. Security recommendations are made
solely based on the search terms provided by the Client. Clients are urged to consult their financial
professional for comprehensive financial advice relating to the recommendations provided by
Magnifi.
Magnifi currently provides investment recommendations with respect to exchange traded funds,
closed-end funds, exchange-traded notes, mutual funds, and individual stocks.
Investment recommendations may include sponsored funds for which Magnifi or an affiliate of
Magnifi serves as a marketer pursuant to compensated sponsorship arrangements (“Sponsored
Funds”). Magnifi has conflicts of interest when providing its services to Clients by recommending
Sponsored Funds for which the Firm or its affiliate(s) receive fees and/or compensation.
D. Amounts Under Advisement
Magnifi has approximately $1,650,000 in non-discretionary assets under advisement as of December 31,
2023.