Financial Education & Building for the Self-Directed Investor with Amberly Jones, Head of Growth at Frec

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Direct indexing. Tax-loss harvesting. Capital gains strategy. Sounds niche, right? Not anymore.

In this episode, Amberly Jones, Head of Growth at Frec, breaks down how they’re making a traditionally exclusive wealth strategy—direct indexing—accessible to a wider audience. From tackling financial education to layering in a light-touch sales team (yep, in a FinTech!), Amberly shares how her team is building trust, scaling sustainably, and carving out a space in a seriously crowded market.

👉 If you’re into product-led growth, niche go-to-market strategies, or just love a good “fintech underdog story,” this one’s for you.

Key Takeaways:

• Direct indexing is having a moment — and Frec’s bringing it straight to consumers (no advisors required).
• Financial education is baked into Frec’s growth strategy, with whitepapers, deep content, and a long game mindset.
• Paid ads didn’t work — but borrowed trust did. Communities, influencers, and smart partnerships have been key levers.
• Not every growth team adds a sales layer. Frec did. And it's been a game-changer for conversion and customer confidence.
• Frec’s product roadmap = more control for investors. From flexible portfolio allocations to long/short strategies, it’s all about giving users more power.
• Knowing your ICP isn’t enough. Frec is laser-focused on verticals like doctors, lawyers, and tech pros who match both persona + portfolio.

Talking Points:

- Making Direct Indexing Actually Work for Real People

Amberly breaks down how Frec is removing the typical barriers—like high fees and advisor-only access—to give more people access to a strategy that used to be locked behind a private banker’s desk.

“Even my high-net-worth friends didn’t know what direct indexing was. That’s when I knew education had to be central.”

- Education First, Ads Second

When performance marketing flopped, Frec doubled down on in-depth content:

• Whitepapers
• Webinars
• Deep dives on capital gains strategy

Short-form ads couldn’t explain the product — so Frec ditched them (for now) and leaned into channels that could.

- Borrowed Trust = Smart GTM

Frec’s growth isn’t happening in isolation. Instead, they’re tapping into communities and influencers who already have credibility with their target audience. Think:

• Reddit subcommunities
• Verticals like “Finance for Physicians”
• Professionals talking to professionals

“We’re not just building brand trust. We’re borrowing it, where it already exists.”

- Yes, They Added a Sales Layer — and It Works

In an industry obsessed with product-led growth, Frec went the other way. They introduced a human layer to help users fund accounts and navigate the complexity.

“It’s not pushy. It’s educational. And it’s doubled our conversions.”

- What’s New on the Product Front

• Portfolio allocation tools
• Treasury yield and margin loan products
• Long/short indexing (coming soon)
• Considering crypto tax strategies 

“Everything we build puts more control back in the hands of the investor.”

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