Hardbacon is not so much an enterprise as an idea.


It is the idea that each individual should be able to manage their money as they see fit, according to their objectives and values.


It is the idea that everyone, not only the rich, should be able to use the financial system to reach their goals.


It is the idea that investing is easier than ever now and the financial industry will not soon succeed at convincing the general public to subcontract their financial management to industry professionals.


It is the idea that hidden fees stop here.


It is the idea that companies need to be transparent with investors by revealing how we make money.


It is the idea that the financial system should serve society, and not the other way around.