Blog: The dough manifesto.


A system of belief.

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June 19th, 2019

At dough, every number has a story. 

Let’s start with 160 million. That’s the number of Americans that play the lottery with hopes to change their financial circumstances. How about a small fraction of that number, 54 million. That’s the number of Americans who actually invest. Five and a half; that’s the number of years we’ll spend on social media, yet, few find time for investing in the future. Seventy-five. That’s the percentage of the near 90 million millennials that still don’t have an investing app on their phone.

How about a four letter word that’s completely misunderstood? Risk.

Half of young adults say they’re uncomfortable with risk when it comes to their money, but in other parts of their lives, they take risks all the time. We’re here to bridge that gap between the risks we’re all comfortable with and the so-called investment risks that seem so foreign. Why bother? Because in almost all instances of wealth creation throughout human history there was one thing in common: people willing to take risks. There are 3,607 brokerage firms in the U.S. all singing the same song that sounds something like this, "if you have less than twenty-five thousand dollars, we’re not interested."

At dough, every number has a story and every person is more than a number. 

We left TD Ameritrade, Merrill, TradeStation, Goldman Sachs and some of the most innovative start-ups in Chicago to inspire you to embrace risk, take control of your money, and make more of it. Equal parts brokerage, education, and media company, dough is what investing should be: unlimited commission-free stock trading, zero account minimums, and iOS and Android apps filled with smart ideas. dough is fresh, bold and approachable so they’ll say we’re for millennials. We say, smart people love beautiful things. That’s why we designed our app to be tall, good-looking, and with an IQ of over 140.

We provide our best technology and ideas to anyone with an email address and a desire for better.
We do it because 1 in 4 Americans have a side hustle… because understanding risk is an essential life skill… because we couldn’t care less about the companies people wear; we care about the companies people own… because this is all we’ve ever done and all we ever want to do… because sometimes, doing things differently is the only way to move us all forward. We are dough and we will be in at least 1 million pockets by 2023.

That's a lot of numbers. That's one hell of a story. 


CEO, dough 

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