Steve Wallman prides himself on looking out for investors. After serving for three and a half years as Commissioner of the U.S. Securities and Exchange Commission, he founded online brokerage Foliofn Investing in 1997 to serve do-it-yourself retail investors regardless of their account size.

The firm has five core principles of investing – diversification, cost reduction, customization, consistent investment and tax minimization – which form the basis for “folios,” virtual baskets containing up to 100 stocks, ETFs and mutual funds.

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