Fidelity made a splash with its announcement of a $5,000 minimum direct indexing product a couple of weeks ago, and there has been a rush by Vanguard, JPMorgan, and BlackRock to acquire direct indexing firms. Goldman has been a long-time investor provider of direct indexing services, in fact over 20 years ago. Goldman specialized in wealthier clients with a minimum investment of $250,000. Goldman offers software tools for clients to use to add and drop stocks from indices. Most of the time they do this for tax purposes but sometimes clients customize by dropping equity sinners like fossil fuels or prisons. Goldman's direct indexing is a form of active management with higher fees than passive funds, but certainly more futures.

FINSUM: The advent of direct indexing for all will be an interesting follow as lower minimums become the new norm.