Success in business doesn’t come overnight. Mo Al Adham, Founder and CEO of Frec, knows that firsthand. At Frec, he’s bringing direct indexing—a tax-efficient strategy once reserved for high-net-worth individuals—to everyday investors through an easy-to-use, automated platform. Backed by investors like Greylock, Google, and Meta, Frec is enabling people to take control of their financial future and democratizing access to powerful financial tools.
When launching Frec, Mo and his team didn’t rush to put out a product. They spent over a year and a half perfecting their platform, ensuring it was fully integrated and capable of delivering real value to customers. This focus on building something solid before scaling has been crucial to Frec’s rapid growth—$200 million in assets under management in less than two years—without a marketing budget.
Frec didn’t try to be everything for everyone—it focused on perfecting one product, direct indexing, that could deliver tangible value for customers. As he puts it, the journey is long, and it’s the companies that stay true to their core vision that succeed.
