Wallace Finance, an AI-powered fintech platform, has joined forces with Alpaca to roll out a trading platform designed specifically for everyday investors. The new service brings advanced direct indexing and fully customizable ETF tools to retail users, allowing them to build, tweak, and share highly tailored investment approaches that were previously reserved for institutional players.
At its core, the platform addresses a common frustration among individual traders: while broad market indexes and ETFs offer solid diversification, their rigid structures often include unwanted companies or uneven sector allocations.
Wallace Finance solves this by letting users modify existing indexes or ETFs at the security level.
Investors can easily add or exclude specific stocks, shift weightings to emphasize favored industries or high-conviction picks, or even construct entirely original strategies from scratch using simple, conversational prompts powered by AI.
The technology stack relies on Alpaca’s robust Broker API, which supplies seamless access to U.S. stocks, ETFs, options, and fixed-income securities.
This infrastructure enables Wallace Finance to deliver low-friction execution, fractional trading capabilities, and the scalability needed to support thousands of personalized portfolios simultaneously.
By partnering with Alpaca—a key player in developer-friendly brokerage technology—the fintech startup can focus on its user-friendly interface rather than building backend trading systems from the ground up.
Founder Matt Baldwin emphasized the platform’s mission to put professional-grade investing tools directly into the hands of ordinary people.
He noted that many investors crave diversification yet dislike how certain indexes overweight particular holdings or include companies that clash with their values.
Wallace Finance was created precisely to bridge that gap, offering an intuitive mobile app where users can adjust strategies with expert algorithms guiding every step.
Baldwin highlighted that Alpaca’s infrastructure has been instrumental in turning this vision into reality, expanding access to sophisticated personalization that was once out of reach for non-professional traders.
The app’s design prioritizes simplicity without sacrificing power.
Retail investors can start with popular indexes, make targeted changes, and share their custom models with the community. AI assists throughout, translating plain-language ideas—“boost tech exposure while avoiding certain legacy energy firms”—into optimized portfolios.
This democratization of direct indexing also supports more precise risk management and potential tax efficiencies through individual stock ownership rather than bundled ETF shares.
Launched on March 24, 2026, the collaboration signals a larger shift toward retail empowerment in asset management.
Traditional ETFs and mutual funds have long dominated small-investor portfolios, but Wallace Finance’s offering proves that hyper-personalized indexing no longer requires high minimums or advisory fees.
With Alpaca handling the heavy lifting on execution and compliance, the platform lowers barriers and invites a new wave of self-directed investors to craft portfolios that truly reflect their beliefs and goals.
As the digital investing landscape matures further in 2026, this partnership could reshape how millions approach the markets—turning passive index followers into active architects of their financial futures. Wallace Finance and Alpaca have effectively placed Wall Street’s customization tools into everyday pockets, all through an accessible mobile experience.