Iyengar’s research sends a clear forewarning: greater complexity = less participation. Investing is innately a complex process. This base complexity can’t be avoided, and should not be diluted, but we must not needlessly add to it. To truly democratize the capital markets – by engaging individuals of all investment backgrounds – the crowdfunding industry must strive to reduce redundant complexity at every turn. This initiative will require cooperation, compromise, and collective effort from both allies and competitors, but the intermediaries, investors, and businesses will all be better for it.