Can Stash get #millennials to care about investing?


Adam Cecil

Adam Cecil

Former Staff Writer

Adam Cecil is a former staff writer for Policygenius, a digital insurance brokerage trying to make sense of insurance for consumers. He is a podcast producer, writer, and video maker based in Brooklyn, NY.

Published November 24, 2015 | 4 min read

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Updated June 24, 2020

According to a 2015 CapitalOne survey, over 90% of millennials are scared to invest, whether it’s because they distrust the market or they feel they lack the knowledge necessary to invest. There are a ton of companies trying to get millennials to invest – you may have seen TV ads for Betterment or Wealthfront or downloaded a spare change investing app from your local app store – but they’re facing an uphill battle.

Enter Stash. It’s a new app that wants to help millennials understand what, exactly, they’re investing in. Beyond that, it wants millennials to choose to invest in companies that they like, love, believe in, or all three – a form of "socially responsible investing."

##So how does Stash work? Stash is an automatic investment service (or "robo-advisor" if you want to be fun). Withdraw money from your bank account and send it over to your robo-advisor. Depending on the service, they may automatically buy shares in Exchange Traded Funds, or ETFs, that track a portfolio of companies. ETFs can track just about anything – the S&P 500, health companies, defense contractors, you name it.

Most robo-investors don’t really bother to explain the actual ETFs they’re using to build your portfolio. Sure, they list the names, and you go Google them, but that doesn't’ really help you understand why you’re investing in them.

This is where Stash hopes to make their biggest impact. When you fire up the app, Stash gives you just a few examples of investments you can make – funds with names like "Aggressive Mix," "Park My Cash," and "Roll with Buffet." (After you pick your first investment, you can use the app’s Discover section to find more investments.) When you tap an investment, you’re taken to another screen with a lot more details on the fund:

  • A plain English explanation of what the investment is and why you’d want to invest

  • An estimated risk level

  • The ETFs or stocks that make up the investment

  • Historical performance

Let’s look at an example – the "Live Long & Prosper" investment fund. No, it’s not a fund made up of the various companies which produce Star Trek films and toys, though that would be cool. Instead, it’s an investment in healthcare companies, such as Johnson & Johnson, which make Tylenol and Band-Aids, and Pfizer, which makes Lipitor and Viagra.

Besides being a really profitable investment (Stash notes that this ETF outperformed the market every year for the last five years) it’s also good for people who want to back healthcare companies. Of course, there's an inherent risk in any investing. While Stash Invest is safe - it uses the latest and greatest encryption methods - they can't guarantee that a particular portfolio will perform well.

Stash actually has a pretty good spectrum of investments for people with a variety of financial and political interests. There’s an investment for companies using and creating clean energy, an investment for aerospace and defense companies, and an investment to support companies with equal rights policies in place.

Stash vs Acorns vs Robinhood: Who wins? Check out our full comparison.

But here’s the million dollar question: will any of this actually get millennials to invest?

There’s plenty of reason to suggest that the political nature of Stash will pique the interest of many millennials. While millennials are less likely to vote than the older population, they engage in politics in other ways: social media protests are a brand new way of dealing with a broken political system. And while millennials may not believe that voting on a ballot will change anything, they do believe that voting with their dollar will – just look at the Chick-fil-A boycott.

If you want to invest your money in companies that matter to you (or at least keep it away from corporations you know are doing harm to the Earth and society), Stash is currently one of the easiest way to do so.

##Stash's fees Stash's fee structure is also simple: customers can invest with as little as $0.01 worth of any stock. For stocks over $1,000, the minimum is $0.05. They also have three flat-fee subscription plans: Beginner ($1/month), Growth ($3/month) and Stash+ ($9/month).

These fees are in line with competitors. They describe the fee as a "subscription for your financial future." Each fund may also have its own fees, which will be listed on the investment overview page.

Even if you’re not interested in politics, Stash Invest is a legit way to invest. Sure, a big part of their product is matching you up with investments that you believe in, but it’s also about making you money. If you know nothing about investing, Stash’s easy-to-understand, plain English explanations will help you navigate the market.

Image: Alessandro Valli