M1, an AI wealth management company, today announced M1 Advisor, a fiduciary AI financial advisor built into M1 alongside the investing, cash, and borrowing accounts clients hold at M1. Advice is provided by M1 Advisory Services, LLC, an SEC-registered investment adviser. M1 Advisor is free for M1 clients through December 31, 2027,* and enrollment is opt-in.

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M1 Advisor, an AI financial advisor built into the M1 platform, uses a client's investment, cash, and borrowing accounts, plus outside accounts connected through Plaid, to answer questions and give personalized advice. M1 Advisor is offered by M1 Advisory Services, LLC, an SEC-registered investment adviser bound by the fiduciary standard. Illustrative screenshot; figures shown are hypothetical.

M1 Advisor, an AI financial advisor built into the M1 platform, uses a client’s investment, cash, and borrowing accounts, plus outside accounts connected through Plaid, to answer questions and give personalized advice. M1 Advisor is offered by M1 Advisory Services, LLC, an SEC-registered investment adviser bound by the fiduciary standard. Illustrative screenshot; figures shown are hypothetical.

Personalized financial advice has long been priced for people who already have wealth. Human financial advisors typically charge around 1% of assets a year. Ongoing flat-fee or retainer advice averages $6,815 a year, according to Envestnet’s 2026 State of Financial Planning Fees study.**

“Financial advice has been priced like a luxury good for people who already had money and its supply was capped by the number of humans doing the work,” said Brian Barnes, founder and chief executive officer of M1. “Human advisors provide immense value, but there are far more people who need financial advice than human advisors who have hours to serve. AI removes that cap. M1 Advisor is an AI financial advisor that gives people advice built on their actual accounts, under the same fiduciary duty a human advisor owes them.”

What M1 Advisor does

M1 Advisor reads the balances, positions, and rates of all the accounts a client holds at M1. It can see cash, investments and borrowing. Clients can also connect outside accounts, such as a 401(k), an IRA, a mortgage, or a loan, through Plaid. Connected accounts give M1 Advisor a fuller picture when it advises on a client’s M1 accounts. M1 Advisor is non-discretionary, meaning it has no authority to act on its own. It answers questions and gives advice, and the client decides whether to act.

Accountability

M1 Advisor is a fiduciary. M1 Advisory Services, LLC owes clients a duty of care and a duty of loyalty, discloses its conflicts of interest in writing through Form ADV Part 2A and Form CRS, maintains records of the advice it gives, and is subject to examination by the U.S. Securities and Exchange Commission.

Memory and data

M1 Advisor retains a client’s goals, constraints, and past decisions across conversations. Clients can save, edit, or delete that memory, or turn memory off. Because M1 Advisor remembers what a client shares, its advice can become more personalized to the client over time. Client personal and financial data are not used to train AI models, including third-party models.

Availability and price

M1 Advisor is available now in the M1 mobile app and at m1.com. Enrollment in M1 Advisor is opt-in. M1 Advisor is free for M1 clients through December 31, 2027.* If pricing ever changes, clients receive at least 30 days’ written notice, and the advisory relationship can be cancelled at any time with no penalty.

More product information is available at m1.com/m1-advisor.

An explainer on AI wealth management is at m1.com/ai-wealth-management.

A press kit and product walkthrough are at m1.com/newsroom.

M1 Finance LLC, Member FINRA/SIPC, offers M1’s brokerage products and services. M1 Advisory Services, LLC, a separate SEC-registered investment adviser, provides the advice and owes clients a fiduciary duty on it.

About M1

M1 is an AI wealth management fintech. Clients hold their investing, cash, and borrowing accounts at M1, and M1 Advisor, a fiduciary AI financial advisor built into M1 alongside those accounts, advises on all of them. Advice is provided by M1 Advisory Services, LLC, an SEC-registered investment adviser. M1 introduced the Pie, which gave clients the tools of a fund manager to build and automate their own portfolios. M1 celebrates 10 years this year and has $14 billion in client assets on platform and more than 400,000 clients as of September 2026. Brokerage products and services are offered by M1 Finance LLC, Member FINRA/SIPC.

Disclosures

*Free advisory services for M1 clients. Requires an M1 brokerage account. Other fees may apply, see M1’s fee schedule for details. If pricing changes, you will receive at least 30 days’ written notice, and you can cancel anytime without penalty.

A $3 monthly platform fee will apply to clients with less than $10,000 in M1 assets or without an active Personal Loan. The fee will be waived if your opened M1 Invest or Earn accounts settled aggregate balance equals or exceeds $10,000 for at least one day during the 30-day billing period. The monthly platform fee will be waived for all clients with an active M1 Personal Loan, regardless of their M1 Invest or Earn balances.

** Envestnet, 2026 State of Financial Planning Fees, https://resources.envestnet.com/whitepapers/2026-state-of-financial-planning-fees.

M1 is a technology company offering a range of financial products and services. “M1” refers to M1 Holdings Inc., and its wholly-owned, separate affiliates M1 Finance LLC, M1 Spend LLC, M1 Digital LLC, and M1 Advisory Services, LLC.

Advisory products and services are offered by M1 Advisory Services, LLC, an investment adviser registered with the U.S. Securities and Exchange Commission (SEC). Advisory services are distinct from the brokerage products and services offered by M1 Finance LLC. Clients receiving advisory services must also maintain brokerage accounts with M1 Finance LLC, which is a separate legal entity and a Member FINRA/SIPC. For important information about M1 Advisory Services, LLC, including fees, services, and conflicts of interest, please review our Form ADV Part 2A and Form CRS.

All investing involves risk, including the risk of losing the money you invest. Brokerage products and services are offered by M1 Finance LLC, Member FINRA / SIPC, and a wholly owned subsidiary of M1 Holdings, Inc.

Brokerage accounts on the M1 platform are either fully disclosed to APEX Clearing or cleared through M1 Finance LLC. All investing involves risk, including the risk of losing the money you invest. Using margin can add to these risks. Margin rates may vary. Users utilizing APEX cleared margin accounts should review the APEX margin account risk disclosure before borrowing. Users utilizing M1 cleared margin accounts should review the M1 margin account risk disclosure before borrowing. M1 Margin Loans are available on margin accounts with at least $2,000 invested per account. Not available for Retirement or Custodial accounts. Past performance does not guarantee future performance.

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