About
Ethic provides personalized sustainable investing through custom SMAs. $7B+ AUM across 250+ advisory and institutional firms. Series D funded. Direct indexing portfolios aligned with client values, financial goals, and tax needs. Single account solution with automated rebalancing and tax-smart strategies. Part of $52.5T US sustainable AUM market (US SIF 2024). Based in NYC.
Key Facts
- [1]Funding: Total funding: $99M. Last round: May 2025. Stage: Growth.
- [2]Employees: Employee count: 51-200.
- [3]Website: Official website: ethic.com.
- [4]AI Technology: Core AI/ML technologies: Predictive ML.
- [5]Region: Region: Americas (United States).
Founders
Doug Scott
Co-founder & CEO
Johny Mair
Co-founder & CTO
AI Technology
Predictive ML
Traditional ML algorithms for classification, regression, and scoring models
Classification
Market Segments
Tech Stack Layers
Details
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Frequently Asked Questions
What is Ethic?
Ethic provides personalized sustainable investing through custom SMAs. $7B+ AUM across 250+ advisory and institutional firms. Series D funded. Direct indexing portfolios aligned with client values, financial goals, and tax needs. Single account solution with automated rebalancing and tax-smart strategies. Part of $52.5T US sustainable AUM market (US SIF 2024). Based in NYC. Ethic is classified in the Wealth Management segment at the Applications layer of the financial AI stack.
Who founded Ethic?
Ethic was founded by Doug Scott (Co-founder & CEO) and Johny Mair (Co-founder & CTO).
How much funding has Ethic raised?
Ethic has raised $99M in total funding, placing the company at the Growth stage. The most recent round closed in May 2025. Among 31 funded Wealth Management companies, Ethic ranks #16 by total capital raised. (Source: AIFI Map directory.)
What AI technology does Ethic use?
Ethic primarily leverages Predictive ML technology. Traditional ML algorithms for classification, regression, and scoring models. Within the Wealth Management segment, 14 companies use this technology.
What market segment does Ethic operate in?
Ethic operates in the Wealth Management market segment. AI wealth management companies are transforming how individuals and institutions invest, plan financially, and manage assets. This segment spans robo-advisors, portfolio optimization engines, financial planning tools, and institutional asset management platforms.
Where is Ethic headquartered?
Ethic is headquartered in New York, United States. The company operates in the Americas region. The team consists of 51-200 employees. United States is home to 324 financial AI companies tracked by AIFI Map.
Who are Ethic's competitors?
Companies similar to Ethic in the Wealth Management space include Unit21 ($92M raised), Kaaj ($4M raised), Lendbuzz ($310M raised), Ramp ($2.3B raised), Brex ($1.5B raised). These companies operate in related areas of financial AI: Unit21 focuses on ai-powered fraud and aml platform. Kaaj focuses on agentic ai for small-business lending automation. Lendbuzz focuses on ai auto financing for underserved populations. (Based on AIFI Map classification data.)
What products does Ethic offer?
Ethic builds applications-layer solutions for the financial services industry. The company's core offering: AI-powered sustainable investing. The platform is powered by Predictive ML technology.