Grifin
Founded 2016 · 39 employees on LinkedIn · 13 known investors
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Grifin offers a consumer investing app powered by its Adaptive Investing technology, which automatically builds a personalized stock portfolio based on a user's everyday shopping and spending habits. It targets retail investors of all experience levels who want automated, spending-linked investing.
Also known as Grifin
Founders & leadership
Grifin was founded in 2016 by Aaron Froug and Bo Starr.
Investors · 13
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Funding
SEC filings, press & company announcements- Undisclosed amountSeries AJun 2025Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Grifin operates a mobile consumer investing application built around the concept of "stock where you shop": when a user makes a purchase at a publicly traded retailer or brand, the app places a corresponding small stock purchase in that company. Users securely link credit and debit cards through the financial data aggregator Plaid, and each week their tracked purchase amounts are totaled and transferred to a brokerage investment account, from which fractional shares are bought. Investing can start with as little as $1 per purchase.
The app gives users configurable controls: they can select their weekly deposit day, set a weekly deposit limit, customize the investment amount per purchase, choose risk levels, skip a weekly deposit, and exclude companies they do not wish to own. Grifin markets an underlying technology it calls Adaptive Investing, described as changing and adjusting automatically based on the user's ongoing spending and life patterns. Fractional share purchases are executed through a third-party brokerage provider, which may levy additional fees for services such as account transfers or non-ACH withdrawals.
Business model
Grifin charges subscription and per-transaction fees rather than commissions on assets. Its published pricing includes Grifin-Go, a pay-as-you-go plan with no monthly fee, a $1 fee per ACH deposit, a $0.25 ACH withdrawal fee, a $25 overdraft fee and a limit of two connected cards; Grifin Pro, an unlimited plan listed at $5 per month in one place and $9 per month in the fee table, with no deposit or withdrawal fees, one free overdraft annually ($15 thereafter) and unlimited connected cards; and Grifin Family, at $15 per month, covering the subscriber plus three others. The company describes this fee structure as "Transparen-Fees," pricing based on the service provided.
Recurring monthly subscriptions (Grifin Pro, Grifin Family) plus per-deposit and per-withdrawal transaction fees on the pay-as-you-go Grifin-Go plan, with certain additional fees passed through from its brokerage provider.
Traction
The company's site publishes dated App Store-style user reviews spanning 2021 to 2023, including users reporting accumulated balances such as roughly $1,165 across 32 companies after six months and about $1,900 across 47 stocks after 18 months of use. A launch promotion targets the first 10,000 depositing users.
▸Full profile — market position, technology, go-to-market
Market position
Grifin positions itself as a simplified, habit-forming entry point to equity investing that links portfolio construction to everyday consumer spending, distinguishing itself from traditional brokerages and product-led investment providers.
Technology
The app connects an unlimited number of credit and debit cards through Plaid, which Grifin describes as trusted by more than 100 million people and 12,000-plus banks, and aggregates weekly spending into transfers to a user's investment account. Its proprietary Adaptive Investing technology is presented as a first-of-its-kind system that automatically adjusts a user's portfolio as their spending behavior changes. Fractional share purchases enable per-purchase investments as small as $1.
Go-to-market
Direct-to-consumer distribution through a mobile app with self-serve sign-up, supported by tiered subscription plans and a promotional offer giving free Grifin Pro access to the first 10,000 users who make a deposit. User reviews reference the app going viral on TikTok around its launch.
Retail consumers across experience levels, from first-time investors to long-time investors, including families investing together via a multi-user plan.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
In the news
▸Research sources · 1
primary sources listed
- Grifingrifin.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Grifin do?
- Grifin is a consumer investing app that automatically buys fractional stock in the companies where users shop.
- Who founded Grifin?
- Grifin was founded by Aaron Froug, Bo Starr in 2016.
- Who are Grifin's investors?
- Grifin's investors include Draper Associates, Evolution VC Partners, Flucas Ventures, Nava Ventures, Sand Hill Angels, TampaBay.Ventures, Tappan Hill Ventures, Alloy Labs and 5 more.