Now available in the US

Private wealth management —
democratised.

Private wealth managers spend years coaching their clients on how to think about money. Soffia brings that same wisdom to you.

Start free — no credit card Meet the AI coach

Track 1 is free · 7 lessons · No credit card required

Soffia
● AI Coach · Online
My portfolio is down 9% this week. Should I sell?
That feeling is real. Here's what the data shows: investors who sold during the last three major market drops averaged 22% lower returns over the next two years. The discomfort is genuine. The urgency usually isn't.
Thanks for the insight.
What Soffia does

The full arc of private wealth management —
in one platform.

Wealthy investors don't just get access to markets. They get education, ongoing coaching, and expert guidance. Soffia brings the same standard to everyone.

Learn

A structured curriculum built by someone who advised private wealth clients. Eight tracks, 84 lessons — delivered conversationally by Soffia, your AI coach. Not articles. Not videos. A coached learning experience that respects your intelligence.

Coach

Soffia is not a chatbot. She is the product. She explains how markets work, why your portfolio moves the way it does, and what the evidence shows about investor behaviour — without ever telling you what to do. The insight is hers. The decision is always yours.

Invest

Fractional shares from $1. Zero commission. Themed collections that let you invest in an idea — Clean Energy, US Tech, Dividend Income — not just a ticker. Every investment comes with context, not just a price.

See Soffia in action

A coaching moment — before you've said a word.

Soffia doesn't wait to be asked. She notices patterns in how you engage with your portfolio and initiates coaching at the right moment.

Soffia
● AI Coach · Online
Soffia
You've been checking your portfolio every day this week. Investors who check daily make twice as many emotional decisions as those who check weekly. Just something to sit with.
You
Honestly, I didn't realise I was doing that.
Soffia
Most people don't. That urge to watch closely feels like discipline — but research calls it the illusion of control. The more you monitor, the more certain you feel you're managing risk. The data tells a different story.
You
So what should I do?
Soffia
That's yours to decide. What I can do is walk you through what the evidence shows about investors who made that shift — and what happened to their returns.
Start free — no credit card

Track 1 is free · 7 lessons · 2 minutes to set up

The AI Coach

Soffia tells you how
the world works.
You decide what to do in it.

This is the rule that governs every lesson, every response, every coaching moment. Soffia educates you so you understand how the world works to help you think on your own.

"Soffia tells users how the world works so they can make more informed investing decisions."

She coaches across five dimensions — hover to learn more.

Proactive
She initiates — she doesn't wait to be asked
Journey-based
She knows where you are in your learning arc
Curriculum-structured
She follows a deliberate pedagogical sequence
Behavioural
She addresses the emotional side of investing, not just the mechanical
Community-aware
She connects your learning to what others are experiencing
The Learning Room

Investing is a skill.
We built a curriculum.

Eight tracks. Built like a curriculum, not a FAQ — each lesson deliberately sequenced, each concept building on the last. The same pedagogical rigour that private wealth clients pay for.

Track 1 — How Markets Work Free · 7 lessons
Track 2 — Building Your First Portfolio Soffia+
Track 3 — Understanding Risk Soffia+
Track 4 — The Power of Time Soffia+
Track 5 — Investing with Your Values Soffia+
Track 6 — What Comes Next Soffia+
Track 7 — Soffia Pro: Investing as a Practice Soffia Pro · 2027
Track 8 — Markets in Theory and Practice Soffia Pro · 2027

Track 1 Lessons 1–7 are free — no credit card required. Soffia+ unlocks Track 1 Lessons 8–10 and Tracks 2–6 for $7.50/month.

Start here · Free

Track 1 — How Markets Work

Seven lessons covering the full conceptual foundation of investing. No prior knowledge needed.

  • 1What is a share, and why does it have a price?
  • 2Why prices move — the forces behind every chart
  • 3The market is not the economy
  • 4What happens when markets fall
  • 5The investor mindset — what separates patient investors from the rest
  • 6Investor vs. trader — two very different games
  • 7The set-it-and-forget-it secret

No credit card · Takes 2 minutes to set up

Pricing

Start free. Go deeper when you're ready.

No credit card to start. No pressure to upgrade. The free tier is genuinely useful.

Free
$0 /month

Track 1 free — seven lessons on how markets work. No credit card required.

  • Track 1 — How Markets Work (Lessons 1–7)
  • AI coach — general investing questions
  • News feed and Brief
  • Browse stocks and collections
  • Invest from $1
Most popular
Soffia+
$7.50 /month

The full curriculum — six tracks covering every stage of building a real investment portfolio.

  • Everything in Free
  • Tracks 1–6 — 60+ lessons across portfolio, risk, time, values, and advanced markets
  • Full AI coach — curriculum-integrated coaching throughout every lesson
  • Behavioural coaching — Soffia surfaces your patterns without judgment
  • Cancel any time
Soffia Pro
Launching 2027

Advanced curriculum and personalised coaching for investors ready to develop a real investment practice.

  • Everything in Soffia+
  • Tracks 7–8 — professional-grade portfolio strategy
  • Soffia Sessions — expert conversations on demand
  • Personalised recommendations (requires SEC RIA registration)

All investments are subject to market risk. Soffia is not a financial adviser. Investments protected by SIPC up to $500,000 through our brokerage partner.

Track 1 Lessons 1–7 are free.
No credit card. No commitment.

Seven lessons on how markets actually work — delivered by an AI coach who takes you seriously.

Start learning free Create an account