Our national project, Transforming Investor Identity, is a first-of-its-kind research and pilot program to expand the investing community and make it more inclusive.

By following over 850 beginner investors earning low and moderate income (LMI), mostly Black and Latinx women, this work uncovers what attracts, motivates, and makes beginner investors feel that they belong in the wider investing community. Expanding access to the wealth-building potential of capital markets is critical for closing the wealth gap.

The project includes a research report for all those seeking to understand how identity forms for beginner investors and an actionable toolkit aimed at providers who want to take action today.

Research Report

Groundbreaking insights into investor identity
This report contains qualitative and quantitative insights on beginner investors earning LMI. The project provided 863 research participants with $150 in seed funding and followed their progress over 12 months of investing.

Toolkit

Research-backed recommendations help providers take action 

The toolkit is designed with the practitioner in mind—marketing, product, customer success, growth, and strategy teams who are excited to understand beginner LMI investors better and pursue interventions specific to them.