Grifin, an investment app that automates stock purchases based on users' spending habits, announced an $11 million Series A funding round. The company, founded in 2017, operates on an adaptive investing model. It automatically invests a small amount from user transactions into stocks of the brands where those transactions occurred. For example, a purchase at Walmart results in a corresponding investment in Walmart stock. Users retain control and can manually adjust investment amounts. Grifin also provides financial literacy resources. The round brings Grifin's total funding to approximately $22 million.
The round was led by Nava Ventures. Participating investors included Alloy Labs, Draper Associates, Gaingels, Nevcaut Ventures, and TTV Capital. Freddie Martignetti, a partner at Nava Ventures, joined Grifin's board of directors.
The company reports over 500,000 registered users, 1 million total app downloads, and 100,000 monthly active users. Grifin plans to use the new capital for software engineering, UX design, and product development. Planned features include an AI-powered chatbot for financial advice and family plans to facilitate intergenerational investing.
"AI can be an amazing feature, but it can also sometimes not give the correct things," commented Aaron Froug, CEO at Grifin. "So we’re just making sure that we’re dotting the i’s and crossing the t’s before we launch something like that."
The global fintech market is projected to reach a substantial size in the coming years, although precise figures vary across projections. Grifin's user base skews towards women aged 40-60 and 18-24, demographics often underrepresented in traditional investment platforms. The company declined to disclose its valuation.
