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Double Finance
"0% expense ratio" robo-advisor. Hit $10M AUM in Dec 2024, shut down twelve months later. YC slug then recycled for the founder's next pivot — with Garry Tan as primary partner.
Autopsy Report:
Double pitched itself as a Wealthfront/Betterment killer offering direct indexing for $1/month. Founder JJ Maxwell (ex-Liftoff Influence) and growth lead Mark Wai (ex-Tesla, ex-Facebook). after crossing $10M AUM in December 2024, the company quietly shut down a year later — and the YC slug `double-2` was repurposed for Maxwell's next venture (an AI ad-generation startup called Polished) with Garry Tan named primary YC partner . Maxwell wrote a "Lessons from Building (and Closing) Double Finance" HN post (item 46213345). The slug-recycling-into-pivot pattern is itself a Tan-era artifact: the same YC company URL now points at a different product with different unit economics, while clients had to be wound down or transferred. Robo-advising joined the long list of consumer fintech categories that didn't pencil at venture scale.