Robo-Advisor Graveyard

What Happened to Motif Investing? When $850M AUM Isn’t Enough

Motif Investing pioneered thematic investing, raised $125M+, reached $850M in assets — and still wound down in 2020, with Schwab taking the tech and Folio the accounts. The sourced story.

July 16, 2026

Robo-Advisor Graveyard

What Happened to Swell Investing? Pacific Life’s ESG Robo (2015–2019)

Swell Investing was Pacific Life's sustainability robo-advisor: $35M AUM, 14,000 accounts, a 0.75% fee — and a 2019 shutdown. The sourced story and the arithmetic that killed it.

July 16, 2026