Pebble Finance is a registered investment advisor that offers innovative features to empower individual investors who are often overlooked due to their limited financial resources. Founded by fintech veterans Justin Whitehead and James Esdaile in 2021, Pebble Finance aims to bridge the gap between traditional investing experiences and modern, accessible platforms. The company's mission prioritizes the investor, aiming to make investing faster and easier for everyone, regardless of background. Pebble Finance partners with Alpaca to offer direct indexing, fractional share trading, and customizable ETFs, providing users with control over their investment journey and access to cutting-edge technology. By leveraging Alpaca's advanced API suite, Pebble Finance delivers a streamlined platform that levels the playing field for investors of all sizes.