Endowus

Endowus is a digital wealth advisory and investment platform operating in Singapore and Hong Kong. It provides individuals, family offices, charities, endowments and institutions with access to curated third-party funds and model portfolios, combining goal-based advice with automated portfolio construction, monitoring and rebalancing. In Singapore it allows clients to invest cash savings as well as Central Provident Fund (CPF) and Supplementary Retirement Scheme (SRS) monies, and it describes itself as the region's first digital advisor spanning personal savings, private wealth and public pension.

The platform curates funds screened by an in-house Investment Office across cash management, fixed income, equities, real estate, private equity, private credit, hedge funds and other alternatives, working with more than 100 global asset managers. Private market and hedge fund exposure is offered through fund-of-funds access to general partners including Apollo, Blue Owl, Carlyle, CVC Capital Partners, EQT, HarbourVest, KKR, Macquarie Asset Management, Partners Group and Oaktree. Endowus does not deal in single stocks, bonds or direct private company holdings. Client assets are custodised in trust accounts in the client's own name with partner broker UOB Kay Hian.

The group comprises licensed entities in Singapore and Hong Kong plus Hong Kong-based multi-family office Carret Private, and serves segments ranging from mass affluent retail clients through Endowus Private Wealth for high-net-worth investors. Onboarding is done digitally, including via SingPass in Singapore, and the service is delivered through web and mobile apps published by Endowus Technologies Pte. Ltd.

Founding story

Co-founders Samuel Rhee, who serves as chairman and group chief investment officer, and Gregory Van, who serves as CEO, built the firm around the stated mission embedded in its name — bringing endowment-style investing to individuals — by removing commission-based incentives from wealth advice.

Business model

Endowus operates a fee-only model: it is compensated by a clean, assets-based advisory fee charged directly to clients rather than by subscription fees, transaction fees, leverage or recurring trailer commissions from fund managers. The company states an Endowus Fee of 0.25% to 0.60% per annum (platform disclaimers cite a 0.05% to 0.60% range depending on investment objective, source of funds — cash, CPF or SRS — and client assets under advice), and rebates 100% of trailer commissions received from fund managers back to clients as cashback.

Recurring advisory fees charged as a percentage of client assets under advice, paid directly by clients; trailer commissions from fund managers are returned to clients in full rather than retained as revenue.

Traction

The company reports more than 300,000 clients and, on its Singapore site, over S$16 billion in client assets. Group client assets grew from US$7 billion (S$10 billion) in November 2024 to over US$10 billion (S$13 billion) by October 2025, with more than US$1 billion in cumulative net investment gains delivered to clients. Hong Kong grew over 150% in client numbers and roughly tripled assets year-on-year, alternatives on the platform tripled to cross US$500 million, and CPF/SRS pension assets crossed S$2 billion with over 60% year-on-year growth. The Android app records over 100,000 downloads.

Latest developments

In October 2025 Endowus announced a funding round of more than US$70 million (S$90 million) led by Illuminate Financial, comprising US$20 million of new capital plus conversion of existing notes, with participation from Prosus Ventures, Citi Ventures and Asian family offices; total funding passed US$130 million. Proceeds are directed at retirement and pension solutions in Singapore and Hong Kong, AI capabilities, a new B2B offering for financial advisors and external asset managers, and regional expansion. The firm has launched private credit, private equity and hedge fund portfolios and says a private infrastructure portfolio is forthcoming.