ETF Comparison & Portfolio Builder

Casual investors are searching for ETF comparisons (VTI vs ITOT, etc.) but current tools are fragmented or too complex. Create a simple side-by-side ETF comparison tool with portfolio allocation suggestions, fee comparison, and beginner-friendly explanations for retail investors building diversified portfolios.

Retail investing participation has stayed elevated post-pandemic, and "VTI vs VOO" type searches consistently pull high organic traffic — SEO is a realistic acquisition channel here with low ad spend. ETFdb.com and ETF.com already cover this ground with free comparison tools, so the actual moat has to come from UX simplicity or portfolio-building features those sites neglect. The $1k–5k/mo revenue band is plausible through affiliate links to brokerages or a light freemium model, but the ceiling is low because the core comparison data is a commodity and users rarely return after making their allocation decision. The biggest risk is that Google's AI Overviews increasingly answer "VTI vs ITOT" directly in the SERP, collapsing organic traffic before the product gains traction.