in recent months, and at least one firm is betting it could soon go through the floor.
Alan Grujic, who was previously the chief executive of Infinium Securities, a high-frequency-trading firm in California, founded the San Francisco-based startup All of Us last year with the intention of offering an investment platform with a transparent pricing model that shares some of its overall revenue from noncommission sources with customers. He says it will fully launch in January, and in September had around 100 people on a waitlist.
All of Us wants to base its revenue stream on a maximum 50-basis-point fee on client assets held on the platform. Under his pricing model, Grujic needs to reach $2 billion in assets to reach what he considers scale, he said. He does see a path to that milestone within the first year — although he admits it is an aggressive goal. In an effort to drum up attention, he said the first 10,000 customers would have zero fees whatsoever for the first year.
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