Who is Behind

Let’s get this out of the way first: We are not Certified Financial Planners (CFPs), lawyers, nor do we own stock in or work for any financial organizations.

What we are, however, is a couple of dedicated professionals who have a passionate interest in investing and investment opportunities. We both work outside the financial industry, but we know a LOT about it.

Our Story

We’ve been investing in various opportunities for decades; the stock market, real estate, and even high-value collectibles (Magic: The Gathering cards, anybody?)

A few years ago, when Robo Advisors and automated investing tools started to make headlines, our ears perked up like a dog in heat. What are Robo Advisors? How can they compare to CFPs and human advisors? And more importantly, how can we take advantage of this new investment channel?

Will, being a software engineer by trade, was especially interested in the technical aspect of robo advising and how they could apply artificial intelligence (AI) to managing portfolios. We knew CFPs use software to help them advise, but how far did they go in the actual advising and portfolio-building process?

We began researching immediately.

Failing to find good, comprehensive, and unbiased information and reviews online, we decided to take a big leap of faith: We would invest our own money into these Robo Advisors and report back to you with our findings and results.

We invested our money, evaluated the platforms, and waited for results.

That’s exactly what you’ll find in our comprehensive Robo Advisor reviews, comparisons, and guide pages. is a passion project between two friends based in New York:

Who Are We?


Will, being the millennial and software engineer of the pair, is very interested in the technology behind robo advisors.

Will graduated Stanford with a M.S. in Computer Science. After starting his own software company out of college, he sold it after 3 years, going on to work for two other major startups in Silicon Valley before moving to New York in 2011 to work for a company developing software for automotive companies implementing machine learning into their cars for autonomous systems.

When he’s not working or investing, Will likes to go hiking with his girlfriend Shannon and schnauzer Daenerys (Dae for short.) He’s also getting into ice hockey but wasn’t born with an innate sense of balance.


Jim got interested in real estate investing at only 23 years old. While he works as a Senior Product Manager at a security consulting firm in Manhattan, Jim also rents out a portfolio of seven apartments around Queens and Brooklyn. He occasionally flips properties for fun, but uses the income from his rental properties for investing in new opportunities.

As a single father with two daughters, Jim in increasingly worried about their futures, and has a particular interest in Impact Investing, which is why he wrote our guide to Socially-Responsible Robo Advisors.

In his free time, Jim likes to go horseback riding with his daughters. He’s also an avid car enthusiast, with a particular interest in 60’s & 70’s American muscle cars, especially the Mustang.

Why Us?

As we mentioned, is a passion project between Jim and Will, started in 2015. We built this website not to make money, but to document our journey into the world of automated investing and help you decide if robo advisors are for you, and if so, which choices are the best for your situation.

While we didn’t make this site to make money, we do partner with a few companies who give us a few dollars if someone signs up for them through one of our links. We disclose this fully on our Advertising Disclosure page and will always keep it updated and transparent. We’re not here to try and fool anyone.

Having previous investing and financial experience has been highly beneficial, and we draw on our knowledge from other channels to see how robo advisors stack up against traditional investing techniques.

If you have any questions or concerns, feel free to reach out to us at any time and we’ll help the best we can!

All the best on your investment future,
Jim & Will