Motif Investing, a San Mateo, CA-based online broker that allows users to invest in finacial products based on trends and ideas, raised an additional $25m in Series C financing.
Backers included Goldman Sachs & Co. and existing investors Foundation Capital, Ignition Partners and Norwest Venture Partners. In conjunction with the funding, Darren Cohen, Managing Director of Principal Strategic Investments at Goldman, is joining the company’s board as an observer.
Led by CEO Hardeep Walia, Motif allows customers to invest online in theme-based portfolios of stocks, bonds and ETFs called motifs. Motifs focus on themes as diverse as tablet computing, healthy foods and global inflation. Portfolios are assembled by the company’s in-house research team.
Earlier this year, Motif added a new feature allowing individuals, brands and registered investment advisers to build their own motifs from scratch. Later this year, the company will allow other customers to discover and buy these motifs on its site, enabling creators to market their own investment ideas and receive compensation through a royalty program.