Frec Direct Indexing Review: Weighing the Pros and Cons

Frec specializes in direct indexing, allowing investors to buy the individual stocks of an index rather than an index fund. The primary reason most individual investors look to direct indexing is for improved tax efficiency through targeted tax-loss harvesting.

Another key advantage is customization. Investors can tailor their holdings to reduce overexposure to certain stocks and/or industries they already own, or exclude companies that don’t align with their personal values.

In this review of Frec, I’ll cover:

• 6 things to know about Frec.
• How Frec compares to other direct index providers.
• Summary and overall rating.

6 Things to Know About Frec

Frec’s service has some unique offerings compared to other companies in the space. 

What stands out to me is:

1. Wide range of indexes and customization. Frec offers 14 direct indexing portfolios, covering broad markets (S&P 500, Russell 3000) as well as niche strategies like ESG, semiconductors, and even a Shariah-compliant index. Investors can exclude up to two entire sectors or remove (or add) up to 10 individual stocks — a level of flexibility not found among competitors. If you have specific ethical, sector or diversification concerns, Frec is one of the more customizable providers in direct indexing.
2. Lower minimums than most competitors. You can start investing in Frec’s direct indexing portfolios with as little as $20,000 (some strategies require $50,000). This is significantly lower than the $100,000 minimum required for Wealthfront’s diversified direct indexing service, though it matches the minimum for their standalone S&P 500 Direct Index portfolio. Schwab and Fidelity minimums start at $5,000, but their fees start much higher. 
3. Fractional shares and no trading fees. Fractional shares allow you to fully replicate an index even at lower investment levels, avoiding cash drag. Wealthfront doesn’t allow for fractional share trading in their S&P 500 direct indexing product. Frec also executes trades with no commission costs, meaning rebalancing and tax-loss harvesting won’t eat into your returns (similar to Schwab and Wealthfront).
4.  Extra features include Treasury yield on cash and portfolio line of credit. Frec allows you to sweep uninvested cash into a high-yield Treasury money market fund. Additionally, Frec offers a portfolio line of credit, allowing investors to borrow against their portfolio (up to 70% of its value) at competitive interest rates. While Wealthfront and  Schwab have a similar feature, Frec’s borrowing limit is significantly higher.
5. Flexible rebalancing options. The platform’s new “portfolio allocation” feature lets you  choose the method of rebalancing instead of forcing trades at set intervals. For instance,  you can opt to rebalance by adding new cash or even using a bit of margin (“leverage  up”) rather than selling winners to buy losers. This helps avoid unnecessary taxable  sales just to hit target allocations.
6. Self-directed accounts. Frec offers self-directed accounts, allowing investors to trade  individual stocks and ETFs alongside their direct indexing portfolios. Within these  accounts, you can set custom asset allocations across multiple indices and individual  stocks. 

Frec vs. Wealthfront vs. Fidelity vs. Schwab: Comparison Table

Here’s how Frec stacks up against the primary competition in the DIY direct indexing space:

Feature	Frec	Wealthfront	Fidelity	Schwab
Minimum investment:	$20,000 for most indices, and $50,000 for certain indices.	$100,000 for stock-level direct indexing.	$5,000​	$100,000​
Annual fee (AUM):	0.10% to 0.45% (0.10% for S&P 500)​.	.09% and 0.25%	0.40%​	0.40% (0.35% for larger accounts)​.
Index options:	14 indices (U.S. large, mid, small, total; S&P 500 and sectors; Int’l, ESG, etc.)​	2 indices (SP 500 & total market cap w/ ETFs for <$500K)	4 indices.	4 indices.
Tax-loss harvesting:	Daily, full portfolio (U.S. and international).	Daily on U.S. stocks only.	Frequency not disclosed.	Monitors portfolios daily for opportunities but does not guarantee daily trades.
Customization:	You can add or remove up to 10 stocks, exclude up to 2 sectors, and control dividend reinvestment.	Can avoid specific stocks via exclusion list.	Can exclude up to 5 stocks and 2 industries; preset strategies.​	Can exclude certain stocks/industries within chosen strategy through advisor.
Management model:	Self-directed online (automated algorithm, no advisor needed).​	Self-directed robo-advisor (fully automated).	Advisor-assisted + automated.	Advisor-assisted + automated.

Pros of Frec

• Direct ownership and control. With Frec, you own individual stocks within the index  instead of shares of a fund. This provides more flexibility for strategic options, such as  donating appreciated stock to charity or gifting shares to a family member. A key benefit  of Frec is that you can transfer appreciated stocks directly, potentially reducing or  deferring capital gains taxes.
• Enhanced flexibility compared to alternatives. You can rebalance at your own pace  instead of enforcing rigid periodic rebalancing. You can even use techniques like  depositing cash or tapping a portfolio line of credit to adjust your allocation without  forced selling.
• Transparency. Frec’s platform offers full transparency into your holdings and  performance. Investors can see every trade that occurs and exactly how their portfolio’s  returns compare to a benchmark ETF in real time.

Cons of Frec

• Startup risk and longevity concerns. Frec is a very new company (founded in 2021  and launched to the public in 2023), which means it has a short track record. As with any  startup, there’s a risk that the company could change significantly, be acquired, or even  cease operations if it doesn’t succeed. It’s true that your stocks are held with an  independent custodian (Apex Clearing) and protected by SIPC insurance, so the assets  themselves remain safe. However, if Frec were to shut down or pivot, the specialized  services and software you rely on might suddenly become unavailable. In such a  scenario, you could be left holding hundreds of individual stocks without Frec’s  automation. 
• Portability. Direct indexing with Frec is not as easily portable as owning a single ETF. If  you ever decide to move your account or consolidate elsewhere, you’ll have to transfer or liquidate a large number of holdings. While transferring is possible, fractional shares  can’t move and would likely need to be sold off. Moreover, unwinding a direct-indexed  portfolio can carry tax implications. If you’ve been harvesting losses and deferring taxes,  switching to a different strategy or provider might trigger sales that realize those  accumulated gains. 
• Liquidity and rebalancing considerations. Holding hundreds of individual stocks can introduce liquidity and trading challenges. If you need to raise a large amount of cash or significantly rebalance (for example, shifting from stocks to bonds in a down market), you must execute potentially hundreds of sell orders. Additionally, the tax-efficient nature of direct indexing can itself create a liquidity constraint: over time, you accumulate “embedded” gains in the portfolio, which can handcuff an investor’s ability to rebalance​. While this is not a reason to avoid direct indexing outright, it does mean investors must strategize their rebalancing and withdrawal plans carefully.
• Complexity. Direct indexing requires a greater level of involvement, including understanding wash sale rules, tracking index performance, and ensuring the algorithm functions as intended. If you hold similar investments in other accounts, you’ll need to coordinate to avoid unintended wash sales or overlapping exposures. Unlike a simple “set it and forget it” ETF, this approach demands more planning and oversight, which may be a drawback for some investors.

Who Benefits Most from Frec

• Who benefits most: High-net-worth investors with large taxable accounts, those looking to customize their index portfolio, and cost-conscious index investors stand to benefit the most from Frec. They can leverage frequent tax-loss harvesting to offset significant capital gains and even exclude specific stocks or sectors to personalize their portfolios. These investors also benefit from Frec’s low fees (~0.10% vs ~1% for traditional advisors).
• Who might not need Frec: Frec may be unnecessary for investors with smaller portfolios or those investing primarily in tax-advantaged accounts. In such cases, the added costs and complexity of direct indexing can outweigh its benefits. For example, in retirement accounts like IRAs or 401(k)s, where no tax-loss harvesting is possible, a simple index ETF provides similar market exposure with far less hassle. Simplicity-focused investors might prefer the straightforward nature of a single index fund rather than managing many individual stock positions.

Rating date: 3/4/2025 

Review Period: 8/2021-3/2025

Disclaimer: The Ways to Wealth is not a client of Frec and did not receive cash compensation for this review, but will receive cash payments for each referral  that clicks a Frec link, opens a Frec account, and/or funds a Frec account from their referral. There are no other known material conflicts between Way to Wealth and Frec.