Grifin, the fintech startup known for its “Stock Where You Shop” investing model, has raised $11 million in a Series A funding round, bringing its total funding to $22 million.
The round was led by Nava Ventures and joined by Alloy Labs, Draper Associates, Gaingels, Nevcaut Ventures, and TTV Capital. Freddie Martignetti of Nava Ventures will also join Grifin’s board.
Making investing feel more personal—and less intimidating
Founded in 2017, Grifin automatically invests $1 into a public company every time a user shops with that brand—buy something at Walmart, and you’re buying Walmart stock. With over 500,000 registered users and 100,000 monthly actives, the company’s approach is especially resonating with women, particularly in age groups traditionally underrepresented in investing.
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AI chatbot and family plans on the way
The new capital will go toward bolstering Grifin’s product and engineering teams. Upcoming features include an AI-powered chatbot to answer user questions about investments and financial news, and family plans that let parents and grandparents introduce investing to younger generations without added financial pressure.
Building for education and inclusivity
Grifin also continues to expand its library of educational content, aiming to reduce the intimidation factor many Americans feel when approaching the stock market. A key audience includes women aged 18–24 and 40–60+, a demographic that often cites low confidence in financial knowledge.
CEO Aaron Froug emphasized the importance of accuracy in the rollout of new AI features: “AI can be amazing, but it has to be right. We’re making sure everything works the way it should before we launch.”
Grifin’s mission is clear: to help everyday people feel seen—and confident—in their financial futures.
