Public Launches Fully Customizable Direct Indexing

Public members can now use direct indexing to customize their portfolios, potentially lower tax bills, and gain exposure to specific market segments

NEW YORK, Oct. 1, 2025 /PRNewswire/ -- Public, the platform for long-term investing, announces that members can now build their own direct index from a wide range of foundational indices. Direct indexing is a strategy where, instead of investing in a derivative of the index, such as an ETF, investors own each stock in the index directly, enabling automated tax strategies and personalization of the index. Members can access over 100 different indices from Solactive and S&P® to directly own and customize their holdings to their liking, as well as optimize for tax savings through tax-loss harvesting.

Traditionally, direct indexing has been available only to high-net-worth investors, with average minimum investment requirements that can be in the five or six figures. Recently, with minimums coming down, direct indexing has gained traction among retail investors as a strategy to take control of their portfolios, and Public is making it even more accessible with a minimum investment of $1,000 and an annual management fee of only 0.19% per index invested. Members can now have even more control over their investment strategies while also benefiting from potential tax savings through automated tax loss harvesting.

"Sophisticated investors want control over their portfolios. Our new direct indexing product not only gives people the widest range of indices but also total control over what companies they want to be invested in, and which not," said Leif Abraham, Co-CEO and Co-Founder of Public. "Essentially giving people the opportunity to turn indices like the S&P 500 into their own personalized S&P index."

Public members can pick or create direct indices from a broader range of indices across the S&P® family, including the S&P 500® and specific sectors such as IT or healthcare. Direct indexing will enable retail investors to own the actual share of the stock and provide investors with more control over investment weighting and customization compared to investing in the entirety of an ETF.

Direct indexing on Public is now live for all members on iOS, Android, and Web. Retail investors can learn more about direct indexing on Public here.

About Public
Public is a platform for long-term investing. Investors use AI and a vast variety of asset classes, from stocks and bonds to crypto and options, to build portfolios for the long haul. Launched in 2019, Public has been trusted with billions in assets of affluent investors. Headquartered in New York City, it's raised over $400M from investors like Accel and Tiger Global.

Disclosures
Investment advisory services for Direct Index Accounts ("DI Accounts") are provided by Public Advisors LLC, an SEC-registered investment adviser, and brokerage services are provided by Open to the Public Investing, Inc., member FINRA / SIPC. Public Advisors and Public Investing are wholly-owned subsidiaries of Public Holdings, Inc., and both subsidiaries charge fees for their respective services. Before investing, consider your investment objectives, all fees and expenses, and any potential conflicts of interest. For more details, see Public Advisors' Firm Brochure, Form CRS, and Fee Schedule.

Your DI Account's composition and performance may deviate from the benchmark index due to various factors. A $1,000 initial investment may only enable your DI Account to track some, but not all, of a particular benchmark index's stocks. Indexes are not available for direct investment; therefore, their performance does not reflect the expenses associated with management of a DI Account. See additional disclosures. Any reference to indexes or strategies in this communication is for informational and illustrative purposes only, and should not be construed as investment or tax advice.

Tax-loss harvesting ("TLH") will only begin taking place 14 days after the creation of your DI Account. After this 14-day period, TLH will automatically occur whenever your DI Account rebalances or experiences a cash inflow or outflow. In order to opt out of TLH altogether, you must set your rebalancing schedule to "None." The ability of TLH to reduce tax liability is not guaranteed and will depend on your entire tax and investment profile. TLH involves certain risks and is not suitable for all investors. Learn more.

Any S&P index ("S&P Index") referenced in this communication is a product of S&P Dow Jones Indices LLC or its affiliates ("SPDJI"), and has been licensed for use by Public Holdings.  S&P® and S&P 500® are trademarks of S&P Global, Inc. or its affiliates ("S&P"); Dow Jones® is a registered trademark of Dow Jones Trademark Holdings LLC ("Dow Jones"); and these trademarks have been licensed for use by SPDJI and sublicensed for certain purposes by Public Holdings.  Public Advisors' Direct Indexing products are not sponsored or, sold by SPDJI, Dow Jones, S&P, their respective affiliates, and none of such parties make any representation regarding the advisability of investing in such product(s) nor do they have any liability for any errors, omissions, or interruptions of any S&P Index.

Media Contact
Rachel Livingston
Director of Communications
[email protected]

 

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SOURCE Public