The ETF Store Launches iPortfolios

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New fully automated, online investment service offers low-cost ETF portfolios

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The ETF Store, Inc. announced today the launch of a new online investment service offering, iPortfolios. The new service provides investors with The ETF Store’s exchange-traded fund portfolios through a fully-automated online investment platform. The firm has partnered with Sunnyvale, CA-based Upside, a technology company recently acquired by Envestnet, Inc., providing digital advice solutions to investment advisors.

“Not every investor needs or wants a full-service relationship with a financial advisor,” said Nathan Geraci, President of The ETF Store. “We created iPortfolios to better serve clients who may be new to investing or simply wish to exert more control over their financial goals while still having access to professionally managed portfolios and state-of-the-art technology.”

The ETF Store is an independent registered investment advisor providing clients with low-cost, diversified portfolios comprised primarily of exchanged-traded funds. In addition to portfolio management, the firm provides comprehensive financial planning and retirement plan consulting services. The ETF Store currently serves clients in five states across the United States, and will highlight iPortfolios as a new service offering for both current and future clients.

“We’re excited to be working with Nate and helping his team power iPortfolios in partnership with The ETF Store,” said Tom Kimberly, who was co-founder and CEO of Upside prior to the acquisition and has joined Envestnet ৷ Tamarac as a Senior Vice President. “Nate truly understands the importance of reaching the next generation of investors, and the value of having a technology-led advisory offering designed especially for these future clients.”

About The ETF Store, Inc.

The ETF Store is a fee-only, independent registered investment advisor based in Kansas City, Missouri. The company’s mission is to provide individuals and institutions with intelligent and practical investment solutions to help them meet their financial goals. The company also hosts the weekly radio program “The ETF Store Show”, which features news and commentary on ETFs, as well as experts from across the industry. For more information, contact The ETF Store at or visit to learn more about iPortfolios.

About Upside

Recently acquired by Envestnet, Inc. (NYSE: ENV), Upside helps registered investment advisors beat the “robo-advisors” by leveraging technology and algorithms to advise, manage, and service clients who want next-generation investment services. The company’s fully-automated, white-labeled managed account platform provides advisors with paperless account opening, portfolio selection, automated trading and rebalancing, client and advisor portals, and practice analytics in an intuitive, design-led user interface. For more information, contact Upside at hello(at)upsideavisor(dot)com or visit

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Elliott Homan
The ETF Store, Inc.
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