This is such a fascinating problem. On the one hand Jack Bogle's invention of the index fund has been so good for retail investors but because the process currently requires a middle man - i.e. one of the big three - these index funds have slowly become bloated with power. What if the algorithm Vanguard uses was open sourced and could be self-hosted by independent investors? Where each investor owns their portfolio o…
And this has already been invented. It is called hub-and-spoke, you generally see this with small CTAs and the like where there is a central portfolio with trades mirrored into separate accounts...it works but it is unnecessary, and costly. Another example of is are those awful portfolio mirroring services (eToro is one I think).
Btw, the thing that you are saying is "free" is where all the cost is. Yes, it would be great if everything was just "free" and people would do things for me for no money...but that isn't realistic. Some companies do just provide the "investment" side without all the low-level trading/account management/customer-facing stuff but it usually isn't attractive to do so for individual investors...this is basically what the big pension fund consultants do.
Marketing to individual investors is utterly hellish. It is expensive and the money you obtain is usually pretty worthless. If you are actually have investment talent, it is a terrible financial decision. You can spend hours pitching for pocket change with retail investors or you can make the same in a few seconds with an institution.