About Us

Why we created Lux IPS

We created Lux IPS after seeing the impact of meme stocks during the pandemic and the fortunes they caused to rise and fall. We thought, as in previous financial situations, that people were acting irrationally, and we believe that education, specifically behavioral finance and, by extension, behavioral psychology, could help people better guard against irrational decision-making. For example, by having users focus on a score rather than daily market fluctuations, we would normalize and reduce the gambling-like effect of daily price fluctuations and discourage frequent trading. We saw an opportunity to build a platform that applies behavioral psychology principles to nudge people towards long-term wealth creation and to surface instances where biases may have played a role in decision-making.

As we developed Lux IPS, the proliferation of large language models made us realize that adding this would be essential for better education and proactive identification of trends, so we re-envisioned the platform to both provide a dashboard tweaked towards behavioral finance concepts and have a deeply integrated advisor (LINA), which would use these principles to help our users make the best investment decisions using a chat interface that takes into account a user's finances goals and our team's investment philosophy.

Our Beliefs

We believe that financial literacy is essential for long-term wealth creation.
We believe in transparency. Understanding where money goes and how much is spent on fees is crucial.
We believe in agency and in controlling our assets rather than relying on black-box algorithms.
We recognize that most people are susceptible to irrational decision-making and can benefit from tools that help with course correction and ongoing micro-adjustments.
We believe in optimal diversification, but that one should understand the rationale behind it and not be locked into a strategy.
A portfolio should be diversified, but users should be able to take advantage of opportunities that do exist, or have the ability to take speculative risk, within a margin of safety (a small amount you're not concerned about losing).

Our vision for Lux IPS

We aim to offer the best financial management tool for individual investors and to foster a culture of continuous improvement. We will listen to our users and add new functionality over time if it aligns with our mission of empowering them towards long-term health and better visibility. We currently offer a platform which includes a dashboard with aggregated account information, a Lux Score which provides a holistic view of a user's portfolio health, and a Lux Guide which allows users to take action to make their portfolio align with their selected model portfolios, and LINA, your AI assistant that helps you every step of the way - to understand your financial health, susceptibility to biases, and other improvements.

We will continue to enhance the product and refine our algorithms to provide users with a better view. We may add premium features or services in the future that we will charge users for, but we will do so with transparent, reasonable pricing. In the future, we aim to enable users to execute trades automatically within the platform. We will also offer users the option to open an account managed by Lux IPS, providing tighter integration with our features and richer, faster insights than third-party banks can offer. Finally, we will continue to ensure that LINA is rebalanced and readjusted to use the best models, providing accurate and valuable financial information to our users.