Portfolio strategy
Why rebalancing feels wrong and works anyway
Selling winners to buy laggards is uncomfortable — here's the mechanical case for doing it on a schedule regardless.
Independent investment stewardship
Grow wealth like
Grow wealth like
you mean to keep it.
etrush builds and rebalances diversified portfolios around one idea: patient, research-led capital compounds better than clever timing. No hidden spreads, no sales quotas — just a plan built for your horizon.
SIPC-style coverage up to $500,000 · Accounts open in under 10 minutes
Model portfolio · Growth
$186,420
+41.2% / 5yr*
20212022202320242025
*Hypothetical illustration of the Growth model since inception. Not a forecast or guarantee — see full disclosures.
Illustrative index snapshots for live market data or trade.
$0B+
Client assets stewarded
0K+
Households invested
0 yrs
Average client tenure
0%
Platform fee, starting at
Why etrush
Built for people who'd rather compound quietly than trade loudly.
Every account follows the same discipline institutions use — diversified exposure, ongoing rebalancing, and cost control — sized for individual investors.
Research-led allocation
Portfolios built from a global asset-allocation framework reviewed quarterly by our investment committee, not a one-size quiz result.
Tax-aware rebalancing
Automated tax-loss harvesting and lot-level rebalancing designed to keep more of what your portfolio earns.
Human advisors on call
Every plan includes access to a licensed advisor for the moments a model alone can't answer.
Who this is for
Three ways people usually arrive at etrush.
The first-time investor
You've got savings that should be working harder but no interest in picking stocks yourself. Starter gets you diversified from account one.
The rollover
Changing jobs or consolidating old 401(k)s and IRAs. We move existing holdings in-kind wherever possible, so nothing gets sold at the wrong time.
The consolidator
Assets scattered across three brokers and a spreadsheet you dread opening. Private brings it under one advisor and one statement.
Getting started
From application to allocated in four steps.
STEP 01
Open
Answer a short questionnaire on goals, horizon, and risk comfort.
STEP 02
Fund
Link a bank account or transfer an existing portfolio in-kind.
STEP 03
Allocate
We build a diversified portfolio matched to your plan the same day.
STEP 04
Compound
Ongoing rebalancing and reporting run quietly in the background.
In your pocket
Full visibility, without the urge to tinker.
The etrush app mirrors exactly what your advisor sees — balances, allocation drift, and every fee — updated daily, not real-time by design. We'd rather you check in weekly than trade on a whim.
Daily balance & performance sync
Drift alerts before a rebalance triggers
Secure document vault for statements & tax forms
Direct message line to your advisor
Inside a portfolio
What "diversified" actually looks like.
This is our default Growth model. Weights shift with your risk profile and horizon, but the same five building blocks anchor every plan.
Global equities45%
Fixed income25%
Real assets15%
Private credit10%
Cash & equivalents5%
Client voices
What it feels like to hand this off.
"I stopped checking my portfolio every day within a month. That was the actual goal."
Mara R.
Client since 2020
"The fee is finally something I understand — one number, no surprises on the statement."
Daniel K.
Private plan
"Moved a 401(k) rollover in-kind and it was the least painful part of switching jobs."
Sena O.
Growth plan
Security & trust
Your money, held the way institutions hold their own.
Independent custody
Assets are held at a third-party custodian, never on etrush's own balance sheet — we manage the portfolio, we never touch the cash directly.
Bank-level encryption
256-bit encryption in transit and at rest, plus mandatory two-factor authentication on every login.
Coverage up to $500,000
Cash and securities carry standard brokerage-style protection against custodian failure — separate from, and not a substitute for, market risk.
Investment committee
The people accountable for the models.
Software builds the trade tickets — this is who signs off on the strategy behind them.
Aiyana Nwosu
Chief Investment Officer
18 years in multi-asset allocation; formerly ran fixed-income strategy at a regional pension fund.
Rune Talvik
Head of Risk
Builds the guardrails that decide how far any model can drift before it's rebalanced.
Priya Chandran
Director of Advice
Leads the advisor team every client can reach — no scripts, no upsells.
Elias Marchetti
Head of Operations
Owns custody, settlement, and the quiet reliability of every transfer in and out.
Three plans. One fee you can say out loud. Zero minimums on Starter.
Our approach
Discipline is the only edge that doesn't expire.
We don't chase performance, predict rates, or rotate into whatever performed best last quarter. Three ideas guide every portfolio etrush builds — and they haven't changed since we opened our first account.
01 — Diversify on purpose
Global equities, fixed income, and real assets sized by evidence, not headlines — rebalanced back to target on a schedule, not a hunch.
02 — Keep costs where you can see them
One transparent platform fee. No trailing commissions, no proprietary funds paying us to be recommended.
03 — Plan for the investor, not the market
Your allocation reflects your horizon and temperament — because the best portfolio is the one you can actually stay in.
04 — Report everything, hide nothing
Every fee, trade, and rebalance is itemized on your statement. If we can't explain a line item in one sentence, it doesn't belong on it.
05 — Advice from people, not scripts
Software builds the portfolio; a licensed advisor is still the one you talk to when life changes the plan.
How a portfolio gets built
Our process, from committee to your statement.
Discovery
Risk, horizon, and liquidity needs mapped in an initial conversation.
Design
Investment committee sets target weights across asset classes quarterly.
Deploy
Funds allocated same-day using low-cost, diversified building blocks.
Review
Ongoing monitoring with a real advisor available whenever plans change.
Investment committee
The people accountable for the models.
Aiyana Nwosu
Chief Investment Officer
18 years in multi-asset allocation; formerly ran fixed-income strategy at a regional pension fund.
Rune Talvik
Head of Risk
Builds the guardrails that decide how far any model can drift before it's rebalanced.
Priya Chandran
Director of Advice
Leads the advisor team every client can reach — no scripts, no upsells.
Elias Marchetti
Head of Operations
Owns custody, settlement, and the quiet reliability of every transfer in and out.
Ledger & Co. — "Best New Platform," 2025
WealthTech Review — Finalist, Independent Advice
Advisor Digest — Top 20 Emerging RIAs
Plain Capital Podcast — Featured Guest, 2025
By the numbers
A slower-growing firm, on purpose.
11
Years operating
6
Licensed advisors on staff
97%
Client retention, trailing 3yr
0
Proprietary funds sold
Pricing
One fee. No trading commissions. Cancel anytime.
Every plan includes diversified portfolios, automatic rebalancing, and bank-level security. Higher tiers add tax optimization and dedicated advice.
BEST FOR
Balances under $10k
Starter — get diversified without a minimum holding you back.
BEST FOR
Taxable accounts, $10k–$250k
Growth — tax-loss harvesting starts paying for itself quickly at this range.
BEST FOR
Complex finances, $250k+
Private — estate coordination and a named advisor for bigger decisions.
BEST FOR
Not sure yet
Start on Starter — every plan upgrades in one click when you're ready.
Starter
Starter
For a first portfolio you want built properly from day one.
- Minimum:$50
- Maximum:$4,999
- R.O.I:5%
- Duration:3Days
Most chosen
Growth
Growth
For investors ready for tax-aware compounding and faster support.
- Minimum:$5,000
- Maximum:$9,999
- R.O.I:7%
- Duration:3Days
- Annual advisor check-in
Private
Private
For larger portfolios that want a named advisor on speed dial.
- Minimum:$10,000
- Maximum:Unlimited
- R.O.I:10%
- Duration:3Days
- Quarterly portfolio reviews
| Feature | Starter | Growth | Private |
|---|---|---|---|
| Automatic rebalancing | |||
| Tax-loss harvesting | |||
| Dedicated named advisor | |||
| Estate & trust coordination | |||
| Support response time | 2 business days | Same-day chat | Direct line |
Pricing FAQ
Common questions about plans and fees.
Is the annual account fee charged on top of the monthly price?
Yes — the monthly price covers platform access and support tier, while the annual percentage fee covers portfolio management and is deducted quarterly from your account balance, never billed separately.
Can I switch plans later?
You can move between Starter, Growth, and Private at any time from account settings. Changes take effect at the start of the next billing cycle.
Are there fees for withdrawals or transfers out?
No. etrush does not charge withdrawal, transfer-out, or account closure fees. Your custodian may apply a standard transfer fee, which we disclose before you initiate one.
Is my money insured?
Cash and securities are held with a third-party custodian and covered up to $500,000 in the event of custodian failure, consistent with standard brokerage protection. This does not protect against investment losses from market movement.
Do you offer retirement accounts?
Yes — Traditional, Roth, and rollover IRAs are available on every plan at no extra cost. Employer 401(k) management is available on Growth and Private.
What's the minimum to open a Private account?
Private is built for portfolios starting around $250,000, though we'll happily talk earlier if you know that's where you're headed.
Insights
Notes on markets, planning, and staying the course.
Short, plain-language reads from our investment committee — no hot takes, no predictions dressed up as certainty.
Tax planning
Tax-loss harvesting, explained without jargon
A plain walkthrough of how harvesting losses can offset gains elsewhere in your financial life.
Market cycles
What thirty years of drawdowns actually taught us
A look back at recovery timelines across major downturns, and what they suggest about staying invested.
Planning
The emergency fund math nobody explains well
How much cash to hold outside your portfolio, and why the "3 to 6 months" rule needs a personal adjustment.
Portfolio strategy
Home bias: the diversification mistake most portfolios make
Why holding mostly domestic stocks feels safe but quietly concentrates risk — and how much international exposure actually helps.
Tax planning
Roth vs. Traditional: a decision tree, not a debate
The honest answer is "it depends" — here's the exact sequence of questions that settles it for most people.
Thanks — check your inbox to confirm.
Contact
Ready to talk, or just have questions?
Reach a licensed advisor directly, or send a note and we'll route it to the right person within one business day.
etrush Capital
Address — 214 Ledger Row, Suite 900, Chicago, IL 60602
Phone — (312) 555-0148
Email — hello@etrush.example
Hours — Mon–Fri, 8am–7pm CT
Would rather talk it through?
Book a free 20-minute call with a licensed advisor — no account required to ask questions.
Other ways to reach us
Pick whatever's fastest for you.
hello@etrush.example — replies within one business day, usually faster.
Phone
(312) 555-0148 — Mon–Fri, 8am–7pm CT. No phone trees.
Live chat
Available in-app for Growth and Private clients, same-day response.