It looks very nice and clean. I like the design. A few thoughts that occurred to me immediately:<p>1. Who is the target market exactly? I know you say it's for DIY equity investors. However, I'd expect them to use tools provided by brokerages, which by and large already have plenty of alerts, filters and tools for maintaining large equity books.<p>2. I like the minimalistic UI design, but it loads 2.5 mb of data. That's a lot. Ok, 900kb of that seems to be fonts, but that still leaves about 1 mb of javascript files. On my work computer, it took 3 seconds for the page to appear (according to Chrome dev tools). Even after caching stuff, it's still 500kb of data loaded on a page refresh. That's a lot of scaffolding for such a neat and clean UI.<p>I'd expect a portfolio management tool to offer some tooling for working with the portfolio as a whole. Without delving into portfolio theory, at the very least a plot showing constituent metrics (sharpe, vol, returns) and overall portfolio metrics, and then visualize the change. E.g. how will adding ticker XYZ affect the portfolio performance?<p>Calculating an optimal portfolio curve (based on some user input) and then showing where the current portfolio is in relation to that could also be quite neat. I believe it's imperative to know whether a particular ticker is just going to add beta, or actually provide uncorrelated returns (and therefore diversification). I'd expect investors to consider many factors beyond those above, but I consider them bare minimum.<p>I consider benchmarks an important part as well. E.g. I'd like to know how my portfolio is doing compared to SP500, or Nasdaq. Again, tracking these can give a lot of information. If my portfolio has a beta of 2 compared to SP500 and no alpha, I might as well buy SPY and with 2x leverage. Conversely, perhaps my portfolio is not beating SPY, but it is providing uncorrelated returns to the rest of the US equity market, so it is a nice diversification to the US economy as whole.<p>I work in systematic trading, so I'm not entirely the target group for sure, but the above are tools I would personally find useful to get started.