JP Morgan and Goldman Sachs invest in an upstart online broker, in total Motif has raised over $86 million.
Motif Investing, based in San Mateo, Calif., opened its doors in 2012. The company lets investors buy a basket of stocks centered on a theme, like “robotic revolution,” “seven deadly sins” or “Obamacare” (“Repeal Obamacare” is also available). Investors can also create their own themes. The company charges $9.95 for a so-called motif, a portfolio of up to 30 stocks. Separately on Thursday, the firm announced a new product geared toward financial advisers, offering a way for advisers to monitor and rebalance their clients’ portfolios. The service will charge advisers a monthly fee per customer.