The retail brokerage landscape is entering a new phase. Artificial intelligence is no longer just a research aid or a chatbot layered onto an existing platform. It is increasingly becoming the interface through which investors research ideas, construct portfolios, and execute complex decisions that once required teams of analysts or advisors.
On a recent episode of Lead-Lag Live, host Melanie Schaffer sat down with Stephen Sikes, Chief Operating Officer at Public.com, to discuss how AI-driven tools are reshaping investing from the ground up. The conversation centered on what Sikes describes as the rise of the agentic brokerage—a model where AI serves as an intelligent layer between investors and the full capabilities of a modern brokerage platform.
From AI Research to Institutional-Grade Insight
At the foundation of Public’s approach is AI-powered research that combines large language models with real-time market data, fundamentals, and alternative datasets. Rather than forcing investors into rigid dashboards or predefined screens, the platform enables users to interact with data conversationally.
This structure allows investors to explore company fundamentals, market narratives, and cross-asset relationships in a way that more closely resembles working with an analyst than navigating traditional retail tools. The goal is to bring institutional-style insight within reach of serious individual investors.
Generated Assets and the Shift Toward Custom Indexing
One of the most compelling innovations discussed was Public’s “Generated Assets” feature. This tool allows investors to translate a simple idea or thesis into a diversified, investable portfolio. A user can describe a qualitative theme, such as founder-led companies, or apply more quantitative constraints based on financial characteristics.
The AI then defines the relevant universe of securities, evaluates each name against the stated criteria, and determines position weightings based on user preferences or relevance. The result is a custom index that can be implemented and managed as a single portfolio, bringing direct indexing-style customization to a broader audience.
Why Human Judgment Still Matters
Sikes was clear that AI is not positioned as a fully autonomous decision-maker. Generated portfolios are designed to be iterative and collaborative. Investors can refine prompts, remove unwanted holdings, or adjust weightings before putting capital to work.
This human-in-the-loop approach reflects a broader truth about AI in markets. The technology can accelerate research and portfolio construction, but thoughtful review and investor intent remain essential parts of the process.
The Agentic Brokerage Vision
Looking ahead, Public’s longer-term vision is an end-to-end agentic brokerage, where AI can manage research, portfolio construction, performance reporting, and complex transaction logic through natural language instructions.
Rather than relying on static menus and pre-built workflows, investors could instruct the platform directly on how they want portfolios analyzed, monitored, or adjusted. In this framework, AI becomes the connective layer between investor intent and execution, unlocking flexibility that traditional interfaces struggle to deliver.
Who Stands to Benefit
One of the central takeaways from the conversation is the breadth of potential users. Long-term investors may benefit from greater customization and portfolio clarity. Active traders can access advanced order logic and automation. More sophisticated investors gain tools that scale personalization without scaling complexity.
In that sense, the AI brokerage era is less about replacing human decision-making and more about expanding what individual investors can realistically do on their own.
DISCLAIMER – PLEASE READ: This is a sponsored episode for which Lead-Lag Publishing, LLC has been paid a fee. Lead-Lag Publishing, LLC does not guarantee the accuracy or completeness of the information provided in the episode or make any representation as to its quality. All statements and expressions provided in this episode are the sole opinion of Public.com and Lead-Lag Publishing, LLC expressly disclaims any responsibility for action taken in connection with the information provided in the discussion. The content in this program is for informational purposes only. You should not construe any information or other material as investment, financial, tax, or other advice. The views expressed by the participants are solely their own. A participant may have taken or recommended any investment position discussed, but may close such position or alter its recommendation at any time without notice. Nothing contained in this program constitutes a solicitation, recommendation, endorsement, or offer to buy or sell any securities or other financial instruments in any jurisdiction. Please consult your own investment or financial advisor for advice related to all investment decisions.
