The cash will help the startup eventually monetize by launching premium tiers with even more hardcore research tools.Ītom Finance already has 100,000 users and $400 million in assets it’s helping steer since soft-launching in June. In its first press interview, Atom Finance today revealed to TechCrunch that it has raised a $10.6 million Series A led by General Catalyst to build on its quiet $1.9 million seed round. “Investment research tools are too important to the financial well-being of consumers to lack the same cycles of product innovation and accessibility that we have experienced in other verticals,” CEO Eric Shoykhet tells me. It’s the consumerization of finance, similar to what we’ve seen in enterprise SaaS. Today Atom launches its mobile app with access to its financial modeling, portfolio tracking, news analysis, benchmarking and discussion tools.

If Robinhood made it cost $0 to trade stocks, Atom Finance makes it cost $0 to know which to buy. That’s why Atom Finance built a free tool designed to democratize access to professional investor research.

If you want to win on Wall Street, Yahoo Finance is insufficient but Bloomberg Terminal costs a whopping $24,000 per year.

Is a bloomberg terminal worth it