Mary & Pip, a financial wellness platform on a mission to help customers build a calmer, more intentional relationship with their money, has officially launched its app in the US. The app helps customers see their full financial picture, build better money habits, and have their investments managed by Mary & Pip Investments, LLC, an SEC-registered investment adviser, all in one place. This includes managed brokerage accounts and individual retirement accounts (IRAs), with brokerage execution, clearing, and custody services provided by Alpaca.
Founded in 2025 by Mary Holland Nader and Kara Cooke, Mary & Pip is bringing its mission to life by making financial wellness and investing more approachable. With a focus on simplicity and building sustainable habits, the platform is designed to help customers feel more confident managing their money without adding complexity to their everyday lives.
For many people, the hardest part of investing isn't opening an account. It's figuring out what comes next. Between choosing investments, understanding risk, and finding time to manage a portfolio, getting started can feel like one more thing on an already full to-do list. Mary & Pip aims to remove some of that decision fatigue by making investing simpler and more approachable.¹
Mary & Pip aims to turn financial intent into consistent habits. Through portfolios matched to customers' risk profiles, recurring investments, and automated rebalancing, the platform helps customers build consistent investing habits without having to manage every decision themselves.²
“Every feature we build has our customers' busy lives in mind. She's a freelancer, a creative, even a corporate girl who has felt left out of the financial conversation. She's already making a hundred decisions a day just to keep her life running, and investing shouldn't be decision number 101,” said Mary Holland Nader, Founder and CEO of Mary & Pip. “That’s why we designed the platform around removing decision fatigue and building sustainable financial habits instead. We simplify it down to the essentials and let the rest run quietly in the background.”
Through Alpaca’s Broker API, Mary & Pip offers customers access to managed investment portfolios through eligible brokerage and IRA accounts, as well as a high-yield cash offering through Alpaca’s FDIC Bank Sweep Program. Alpaca handles the brokerage infrastructure behind the experience, including account opening, trade execution, clearing, and custody, enabling Mary & Pip to focus on building a guided investing experience for its customers.
“The products we are building around make up the foundation of financial health: a brokerage account, a retirement account, and a high yield cash account. When she signs up, it shows her which account she’s missing and finds a portfolio that matches her risk profile without the guessing. From there, recurring investments and Alpaca’s auto rebalancer do the work,” said Kara Cooke, Co-founder, President, and Chief Investment Officer of Mary & Pip. “Alpaca gave us the infrastructure needed to build an investing experience with the automation our customers need.”
“We’re proud to support fintech innovators like Mary & Pip, who are reimagining how the next generation of investors engage with their money,” said Yoshi Yokokawa, Co-Founder and CEO of Alpaca. “By handling the complexities of brokerage infrastructure behind the scenes, we’re making it easier for ambitious founders to bring their visions to life and build innovative investing experiences that put their customers first.”
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References
- Decision Fatigue in Investing: How Too Much Choice Leads to Poor Returns, InvestmentMarkets, Published May 18, 2026
- Mary & Pip, Accessed November 10, 2026
Alpaca Securities LLC (dba “Alpaca Clearing”) and AlpacaDB, Inc. are not affiliated with Mary & Pip Co. Inc. and are not responsible for the liabilities of others.
Investment advisory services are offered through Mary & Pip Investments, LLC, an investment adviser registered with the U.S. Securities and Exchange Commission. Mary & Pip Co. Inc. is the parent company of Mary & Pip Investments, LLC and does not provide investment advisory services.
This content is provided for informational and educational purposes only and does not constitute investment advice or a recommendation to buy or sell any security. All investments involve risk, including the potential loss of principal. Past performance does not guarantee future results. Portfolio management, diversification, recurring investments, and automated rebalancing do not guarantee investment returns or protection against losses. Investors should carefully consider their investment objectives, risks, charges, and expenses before investing.
Alpaca Securities offers a cash management program pursuant to the FDIC Bank Sweep. Customer funds are treated differently and are subject to separate regulatory regimes depending on whether customer funds are held in their brokerage account or within the FDIC Bank Sweep. Alpaca Securities is a member of the Securities Investor Protection Corporation (SIPC), which protects securities customers of its members up to $500,000 (including $250,000 for claims for cash). The Federal Deposit Insurance Corporation (FDIC) insures up to $250,000 per deposit against the failure of an FDIC member bank. Customer funds held in brokerage accounts are SIPC insured, but are not eligible for FDIC insurance coverage. Funds maintained in the FDIC Bank Sweep are intended to be eligible for pass-through FDIC insurance coverage but are not covered by SIPC. FDIC insurance does not protect against the failure of Alpaca, Alpaca Securities, or their affiliates, nor against malfeasance by their employees. Program banks that participate in the FDIC Bank Sweep are not members of SIPC, and therefore, funds held in the Program are not SIPC protected. Please see alpaca.markets/disclosures for important additional disclosures regarding Alpaca Securities brokerage offering, as well as FDIC Bank Sweep terms and conditions.
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The testimonials, statements, and opinions reflect the experiences of individual customers and may not be representative of the experiences of others. No compensation was provided in exchange for these testimonials. Testimonials are not a guarantee of future performance or success.
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