I had bids from both Carta and Shoobx and I was extremely tempted by Carta at first. They offered me several incentives, and they have a bigger market share. A couple things swayed me to Shoobx. First, they actually combine the data room, the HR workflows, and the cap table management stuff into one platform. Which is really what we needed more than we needed just a cap table management product. Second, the customer support and sales process was fabulous. Now I've been with Shoobx for almost three years, and I have to say - the actual ongoing support you receive AFTER the contract is signed is unbeatable. If you email them with a question, they will oftentimes be back to you in less than an hour. When I did a financing, Shoobx has a team that entered everything in on my behalf for $1,000! Probably saved me like $5,000 in legal fees having an associate at the law firm do it. Free 409A report - super efficient. Honestly I'm demanding and annoying and easily frustrated - I'm short on time and I just need things to work or get fixed quickly. These guys deliver and I'll never go anywhere else.

I like that everything is in real-time, and it has many different pieces of functionality for trading and research. It's a desktop app which is nice if you like trading on your laptop.

I like their wide selection of potential investment options as well as the great detail provided about each. Fidelity has a strong platform with lots of great information available for those who are interested. It is easy to toggle between contributions, transaction history, rollovers etc. They also provide the most common options in easy to find locations (e.g. changing contribution amount)