Direct Indexing: What It is & How It Works

Direct Indexing: What It is & How It Works

By
Ryan Bond
and
|
April 22, 2025

Direct indexing is an investment strategy that allows you to own the actual stocks in an index, rather than buying into a mutual fund or ETF (exchange-traded funds).  Instead of investing in a bundled fund, you’re directly holding the individual stocks. This approach offers more flexibility so you can easily customize your portfolio to match your personal goals. 

What is an example of direct indexing?

An example of direct indexing might be creating a custom portfolio that closely matches the S&P 500 but excludes companies you don’t align with, such as tobacco or fossil fuel firms.

How long has direct indexing been around?

Direct indexing isn’t new. It’s been used by institutional investors for decades. However, it’s become widely accessible to individual investors more recently, thanks to technology making it simpler and more affordable.

Direct indexing lets you pick investments that align closely with your personal values, financial goals, or risk preferences. This strategy can also lower your taxes by allowing you to strategically sell certain stocks at a loss to offset gains elsewhere. Once you get familiar with direct indexing, you can build a portfolio that’s tailored to you. It might even save you money at tax time.

Why Do Investors Choose Direct Indexing?

How does direct indexing impact portfolio diversification?

Direct indexing enhances diversification because you can select or exclude specific stocks based on your preferences or risk tolerance. Unlike mutual funds or ETFs, you’re not tied to a fixed basket of stocks, giving you greater control over your investment mix.

Who should consider using direct indexing?

Direct indexing works well for investors looking for personalized portfolios, those seeking tax advantages, or anyone who wants investments to reflect their personal values or ethics.

Direct indexing has become popular because it offers the flexibility you don’t often get with traditional funds. Investors appreciate the option to personalize their portfolio to match their values or financial goals. Also, the potential tax savings are appealing. 

Common scenarios where you might use direct indexing include:

  • Optimizing taxes
  • Aligning investments with personal beliefs
  • Targeting specific financial goals

When investors want more control over their money, direct indexing could be a good fit.. 

Direct Indexing vs. ETFs and Mutual Funds

Exchange-Traded Funds (ETFs):

ETFs are investment vehicles that trade on stock exchanges, similar to individual stocks. They are designed to track the performance of a specific index, sector, commodity, or asset class. ETFs offer investors a simple and cost-effective way to gain diversified exposure to a wide range of assets, with the added benefit of intraday trading, allowing for greater flexibility compared to traditional mutual funds.

Mutual Funds:

Mutual funds are pooled investment vehicles where numerous investors combine their money to purchase a portfolio of securities, such as stocks, bonds, or other assets, managed by a professional fund manager. Mutual funds do not trade on exchanges and are priced at the end of the trading day. They are popular for their diversification, ease of access, and suitability for a variety of long-term investment goals.

Understanding the difference between direct indexing, ETFs, and mutual funds lets you choose the best investment approach for your goals. Below, we’ll cover how direct indexing stacks up against these more traditional options.

Customization and Personalization

Direct indexing lets you customize your portfolio to your preferences. ETFs and mutual funds, however, offer less flexibility because investments are bundled into pre-set groups of stocks. 

Feature Direct Indexing ETFs Mutual Funds
Portfolio Customization Highly customizable; choose individual stocks that match your values and goals Limited; fixed basket of stocks Limited; holdings set by fund manager
Individual Stock Control Full control over specific stock selections Limited to ETF’s holdings No direct control over stocks
Values-Based Investing Easily tailored to ESG or ethical investing priorities Limited ESG and ethical investing options Limited ESG or ethical options available

Cost and Fees 

Of course, costs and fees are important to consider when deciding how you want to invest. Here’s a look at how direct indexing compares to ETFs and mutual funds in terms of expenses and potential fees. 

Cost TypeDirect IndexingETFsMutual Funds
Fees/Expense RatiosTypically moderate; varies by provider (average 0.25%-0.40%)Usually low (average 0.03%-0.5%)Moderate to high (0.50%-2%)
Transaction CostsCan be higher due to multiple individual stock tradesLow; trades usually bondedModerate; costs included in overall expenses
Minimum InvestmentOften higher, usually starting at $50,000-$100,000Low; frequently no minimumUsually moderate; often $1,000-$3,000

Direct indexing might cost more upfront since you’re buying and trading individual stocks. However, over time, the money you might save on taxes can easily compensate for those initial expenses.

Understanding Tax Loss Harvesting

Does direct indexing avoid capital gains?

Direct indexing doesn’t completely eliminate capital gains taxes, but it can significantly reduce them. Because you own individual stocks, you can strategically sell losing portions to offset gains and lower your overall tax bill.

What are the tax benefits of direct indexing?

Direct indexing lets you take advantage of tax-loss harvesting. This means you can offset taxable gains by selectively selling losing stocks. Over time, this leads to substantial tax savings, keeping more money in your portfolio.

One of the perks of direct indexing is tax-loss harvesting. This strategy involves selling investments that have lost value, which can offset taxable gains. 

Direct indexing lets you control individual stocks, so it’s easier to use tax-loss harvesting to your advantage. Unlike mutual funds or ETFs, you have more control over which investments you want to sell and when to sell them. Over time, this strategy may greatly reduce your tax bill and keeps more money working for you.

How to Get Started

Is direct indexing an SMA (Separately Managed Account)?

Yes, direct indexing usually involves a separately managed account. SMAs allow a professional manager to handle a customized portfolio of individual stocks on your behalf, tailored to your personal preferences and investment goals.

Can I implement direct indexing myself?

Technically, yes. You could manage direct indexing on your own by selecting and trading individual stocks. However, this can quickly become complicated and time-consuming. Most investors prefer to work with a professional or use specialized platforms to keep things simple.

Getting started with direct indexing shouldn’t be frustrating, but knowing what to do is important. These three steps will set you on the right path: 

  • Step 1: First, think about what you want to accomplish with your investments. Are you aiming for growth, tax savings, or matching your personal values? 
  • Step 2: Once you’re set on your goals, it’s a good idea to talk with a financial advisor who can explain how a direct indexing strategy fits your situation. 
  • Step 3: Finally, you’ll need to choose a direct indexing provider that matches your needs and budget. They’ll help you build and manage your personalized portfolio. 

Common Roadblocks

Direct indexing has many benefits, but that doesn’t mean it’s without challenges. Luckily, these roadblocks are easy to navigate if you know the options available.

High Initial Investment

One hurdle with direct indexing is the high initial investment that many providers require. Thankfully, fractional share platforms are separately managed accounts (SMAs) that let you begin with less capital while still getting access to the perks of direct indexing.

Complex Management

Managing a portfolio of individual stocks might feel overwhelming. But you don’t have to do it alone. Working with a financial advisor can make things much easier. Advisors handle the day-to-day management, take care of trading, and keep your investments aligned with your goals. That way, you can enjoy the benefits of direct indexing without the extra stress. 

Is Direct Indexing Right For You?

We’ve explored many benefits of direct indexing, including personalized investment choices, better tax control, and alignment with your personal values. However, weighing these benefits against your needs and financial situation is important. Savvy’s advisors are here to walk you through every step, making the process clear and simple. Ready to explore direct indexing further? Schedule a call today to see how our services can fit your goals.

SHARE
author
Ryan Bond, CFP®

Ryan Bond is a senior financial advisor and a CERTIFIED FINANCIAL PLANNER™ at Savvy. He has eight years of experience as a financial advisor and initially launched his career as an intern at Morgan Stanley during college. After he graduated, he joined Pennington Partners, a smaller firm, where I managed Separately Managed Accounts (SMA ) portfolios. He oversaw several hundred million dollars on their platform for several years. His commitment to advancing his expertise led him to Vanguard, where he achieved the CERTIFIED FINANCIAL PLANNER™ (CFP®) designation. Over the next three years, he worked as an advisor on their platform. More recently, he spent a couple of years with Personal Capital, which was later acquired by Empower. In the past three years, I have had the privilege of serving as an advisor with both firms.

Schedule a call today
Schedule a call todaySend an email

Material prepared herein has been created for informational purposes only and should not be considered investment advice or a recommendation. Information was obtained from sources believed to be reliable but was not verified for accuracy.  All investments involve some degree of risk, including loss of principal. All advisory services are offered through Savvy Advisors, Inc. (“Savvy Advisors”), an investment advisor registered with the Securities and Exchange Commission (“SEC”).

Ryan Bond is an investment adviser representative with Savvy Advisors, Inc. (“Savvy Advisors”).  Savvy Advisors is an SEC registered investment advisor. The views and opinions expressed herein are those of the speakers and authors and do not necessarily reflect the views or positions of Savvy Advisors.  Information contained herein has been obtained from sources believed to be reliable, but are not assured as to accuracy.

Fill out to read UVA's Economic Insights