Ethic

Name: Ethic
Brand: Ethic

Leader

Investing aligned with what matters.

Est 2016|Valuation $700M|Raised $163.2M|4 Ref Customers

LinkedIn 18K|Web traffic 4K|FTEs 145|HQ New York, New York, US

MarketsDirect Indexing & Personalized SMA Platforms

01Competitive Landscape

Narrative competitive analysis

#### Areas of relative strength - Product capabilities targeted at portfolio customization based on client values and constraints. - Breadth of reporting that includes impact, tax, and proxy voting alongside performance metrics. - A strategic partnership with an institutional asset manager may indicate distribution or operational alignment. #### Areas where alternatives may be stronger - Fee clarity and published schedules: some custodian-led solutions publish minimums and fees that simplify procurement. - Custodian-native operational integration: custodian-led solutions can reduce operational friction if an advisor is standardized on that custodian. - Lower-friction direct indexing options: some buyers may prefer simpler, lower-cost solutions if customization beyond tax-loss harvesting is not required. #### Customer evidence comparing vendors Practitioner discussions and third-party commentary typically evaluate vendors based on: - Basis-point competitiveness - Account minimums - Service team quality - Customization value relative to cost #### Market trend context Independent coverage highlights direct indexing growth and notes that it can be more complex and costly than passive ETFs, which affects buyer decision-making.

	Ethic (ethic.com)	Schwab Personalized Indexing	Vanguard Personalized Indexing
Starting Price	Basis-point, relationship-dependent pricing (varies by engagement)	Published fee schedule that varies by account size and program structure	Pricing not clearly published on the public page; engagement typically requires a demo or contact
Primary use case emphasis	Advisor-focused values-based personalization, direct indexing via SMAs/UMAs	Custodian-integrated direct indexing SMA program	Advisor-facing direct indexing capability tied to Vanguard’s distribution and platform features
Key Strengths	Tools for translating client values into portfolio constraints; tax-management features; impact and proxy reporting	Published fee schedule and strong custodian ecosystem; potential operational simplicity for advisors standardized on Schwab	Institutional brand and potential scale economics; advisor portal features (feature depth varies by rollout)
Key Weaknesses	Limited public transparency on security certifications and standard pricing; sparse third-party review coverage	May be less focused on values/impact reporting than independent providers	Public pricing transparency limited; feature depth and rollout timing may vary

01Competitive Landscape

Narrative competitive analysis

Areas of relative strength

Product capabilities targeted at portfolio customization based on client values and constraints.
Breadth of reporting that includes impact, tax, and proxy voting alongside performance metrics.
A strategic partnership with an institutional asset manager may indicate distribution or operational alignment.

Areas where alternatives may be stronger

Fee clarity and published schedules: some custodian-led solutions publish minimums and fees that simplify procurement.
Custodian-native operational integration: custodian-led solutions can reduce operational friction if an advisor is standardized on that custodian.
Lower-friction direct indexing options: some buyers may prefer simpler, lower-cost solutions if customization beyond tax-loss harvesting is not required.

Customer evidence comparing vendors

Practitioner discussions and third-party commentary typically evaluate vendors based on:

Basis-point competitiveness
Account minimums
Service team quality
Customization value relative to cost

Market trend context

Independent coverage highlights direct indexing growth and notes that it can be more complex and costly than passive ETFs, which affects buyer decision-making.

	Ethic (ethic.com)	Schwab Personalized Indexing	Vanguard Personalized Indexing
Starting Price	Basis-point, relationship-dependent pricing (varies by engagement)	Published fee schedule that varies by account size and program structure	Pricing not clearly published on the public page; engagement typically requires a demo or contact
Primary use case emphasis	Advisor-focused values-based personalization, direct indexing via SMAs/UMAs	Custodian-integrated direct indexing SMA program	Advisor-facing direct indexing capability tied to Vanguard’s distribution and platform features
Key Strengths	Tools for translating client values into portfolio constraints; tax-management features; impact and proxy reporting	Published fee schedule and strong custodian ecosystem; potential operational simplicity for advisors standardized on Schwab	Institutional brand and potential scale economics; advisor portal features (feature depth varies by rollout)
Key Weaknesses	Limited public transparency on security certifications and standard pricing; sparse third-party review coverage	May be less focused on values/impact reporting than independent providers	Public pricing transparency limited; feature depth and rollout timing may vary