> There are a number of robo-advisor products out there, but none that we know of offer direct indexing without expense ratios or AUM fees.

Yeah, I'm a little confused at what you're offering over existing options (e.g. Wealth front, Betterment, M1). If the answer is just "it costs less" won't you raise prices when it comes time to make money? I suppose "the thing that already exists, but slightly better" is not necessarily bad.