Emperor Investments, a digital investment advisory firm aimed at retail investors in the US, has launched operations.

The Toronto-based firm will offer tailored equity portfolios, assessed by its investment professionals.

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The major differentiator of the robo-adviser is its ignorance of exchange-traded funds (ETFs) and focus on portfolios invested in dividend-paying equities.

Emperor CEO and co-founder Brenna Casserly said: “We strongly believe that if you love a company, you need to invest directly in it, not simply in a basket that holds that particular company along with many others which you may not want exposure to.”

The robo-adviser’s model enables clients to opt for multiple custom portfolios, each having its own investment horizon and risk appetite.

Users can open an account for a minimum investment of $500, at an annual fee of 0.6%.

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Emperor CIO and co-founder Francis Tapon said: “Our proprietary technology gives investors access to many of the world’s most well-known and biggest companies, while investing directly in individual stocks and mitigating the management expense fees that typically come with ETFs.

“We’re value investors who focus on top dividend-paying names that we select from some of the world’s greatest companies, which we think is the best way to build and preserve long-term wealth.”