Those Goals is a trend in goal-based investing and financial planning that aligns products with concrete personal objectives like retirement, college funding, or a home purchase. The primary direct play is JPMorgan Chase (JPM), whose wealth management and digital goal-planning capabilities position it at the center of scalable goal-based advice; broader exposure exists through Schwab (SCHW) and BlackRock (BLK), which offer lifecycle and advisory platforms. For consumer fintech exposure, SoFi Technologies (SOFI) represents a direct, growth-oriented play in goal-tracking and integrated financial services. Infrastructure and data capabilities powering these tools can be accessed via Microsoft (MSFT) or Alphabet (GOOGL), while entrepreneurial opportunities include building specialized goal-tracking fintech or white-label advisory platforms.