A classic family office starts somewhere around $20m: an in-house team of lawyers, tax specialists and portfolio managers is expensive, and the arithmetic only works on large fortunes. Software compresses that cost base by an order of magnitude — and around that compression an entire category of "digital family offices" has grown up, where the routine is automated and human experts are plugged in selectively.
Arta Finance, built by Google alumni, sells exactly that: private markets, structured products, AI portfolios and a tax wrapper in a single interface, with membership from $100k and a Singapore licence for international onboarding. As of August 2026 the platform serves tens of thousands of members across over 40 countries — for our wiki's audience it is a direct short-list candidate, so let us take it layer by layer.
Background
The company was founded in 2021 by Caesar Sengupta, a Google veteran who over 15 years rose to vice president, running ChromeOS, the Google Pay payments business and the Next Billion Users initiative. A group of engineering colleagues left with him; Arta came out of stealth in November 2022 with ≈$90m in seed and Series A money from Sequoia Capital India (now Peak XV), Ribbit Capital and Coatue, plus over 140 private investors — among them Eric Schmidt, Ram Shriram and Betsy Cohen; total funding raised is ≈$92m.
The first market was the United States, where Arta operates as an SEC-registered investment adviser for accredited investors. Expansion followed: in July 2024 Singapore's Arta Wealth Management Pte obtained a MAS CMS licence, in September 2024 EDBI — the investment arm of Singapore's Economic Development Board — came in as a strategic investor, and in October 2024 global onboarding opened through Singapore.
The technology layer caught up in April 2025: the company introduced Arta AI — a set of conversational AI agents for planning, analytics and product selection — and since late 2025 has been licensing it to banks as wealth-as-a-service. In March 2026 Felix Lin took the helm, a co-founder and former president/CFO with a Google and Oracle background (his AvantGo went public back in 2000); Sengupta remained on the board and moved into an advisory role. In 2026 the platform collected industry awards from the PWM Wealth Tech Awards and the Global Private Banking Innovation Awards as an AI provider for private banks.
Products and pricing
Monetisation is membership with no subscription fee plus asset-based charges. Per the pricing page as of August 2026: joining, accounts and trading are free, and for new members the first year of management is free on balances under $100k; the expected minimum is $100k invested by the end of the first 12 months of membership, and wire transfers are free on deposits of $25k and above.
"Arta Exclusives" covers private markets and quant strategies: feeders into funds from Apollo, Carlyle, Vista, Silver Lake, Starwood, Golub and others, with minimums from $10k against the typical $250k in classic distribution, and an Arta fee of 0.6–1.0% of AUM on top of the fund manager's own fees. In Singapore some alternatives open from S$10k.
Structured products sit on a separate shelf: fixed coupon notes paying a monthly coupon and growth notes with enhanced upside participation and partial protection, investment-grade issuers, a $10k minimum and a flat annual fee; the derivatives desk refreshes the line-up every two weeks to match market conditions.
The public-markets layer: Core & Satellite managed portfolios at 0.5% of AUM from a $25k entry point, and self-directed trading at no commission. Cash: a US Treasuries portfolio at 0.2% from $5k, and a money-market sweep for free. Ancillary rates — custody at zero for managed assets and 0.09% for self-directed (waived when matched by an equal volume of managed assets), and an FX spread of 0.1%.
Arta AI runs three agents — Investment Planner, Product Specialist and Research Analyst — for $20 a month, or free with $100k on the platform. A service wrapper sits on top of the portfolios: tax and estate planning, partnerships with Temasek Trust, succession law firms and citizenship-by-investment providers — Hubbis describes this as the model's third pillar alongside public and private markets.
Competitive landscape
The closest neighbour in private markets is Moonfare: over 75k members and feeders into KKR, CVC and Warburg Pincus, but with higher minimums — $125k for classic funds, $75k for co-investments, $25k for evergreen strategies and secondaries — and all of it a single product with no public-market portfolios and no banking wrapper.
iCapital plays in a different league and a different game: B2B infrastructure for advisers and banks with ≈$1.2trn of assets on the platform (June 2026) and no walk-in retail entry. Arta combines direct-to-client distribution with selling its own platform to banks, so it overlaps with iCapital only in that second, infrastructure loop.
In Singapore the overlap is Endowus Private Wealth: fee-only access to over 70 managers and 200 funds (Blackstone, Apollo, Ares) at 0.40–0.60% with an S$50k minimum on alternatives, its strengths being trailer-fee rebates and support for CPF/SRS. The closest US analogue in spirit is Compound Planning, a "digital family office" structured as an SEC RIA with its own in-house tax service. Against that backdrop, Arta's formula is a dual US/Singapore loop, structured notes and AI agents inside a single membership.
What it means for the client
The main value for non-US persons is the Singapore loop: onboarding through a MAS-regulated entity with the product culture of American fintech. At the door you will have to confirm accredited investor status under MAS rules: annual income of S$300k or more, or net financial assets over S$1m, or net personal assets over S$2m, with the primary residence counted up to a maximum of S$1m. Singapore residents pass the check through Singpass with virtually no paperwork; everyone else will need bank statements, proof of income or a property valuation.
US persons enter through the American RIA loop. The homework is the same in both cases: work through the feeder structure in private markets — it determines the total fee load (the Arta layer plus the fund layer), the liquidity windows and the tax consequences in your country of residence.
Under the hood
The frame is a dual regulatory loop: an SEC-registered adviser in the United States and Arta Wealth Management Pte in Singapore, holding a MAS CMS licence since July 2024; the same licence type underpins the captive wealth projects our firm builds. Custody sits with BNY Pershing, and in the US loop SIPC protection of up to $500k applies. EDBI's entry added political weight to the structure in its home jurisdiction.
The second revenue line is more instructive than the first: the platform built for the firm's own clients is resold to banks in three formats — white-label, API integration and licensing of the AI tools. By November 2025 it had been adopted by Bank of Singapore (≈$116bn AUM, to serve external asset managers and family offices), Malaysia's Hong Leong Bank (recommendations for relationship managers), Abu Dhabi's Wio, Hong Kong's Ethivo and Singapore's Income Advisory. For a builder this is a ready-made template: a retail licence plus a B2B sale of the same infrastructure, so that expensive software pays for itself twice.
The obvious pitfalls: dual US/Singapore compliance, the discipline of administering feeders, and the dependence of the product shelf on fund managers' appetite for retail money. Plus the classic problem with AI-managed portfolios: the model is only as good as the data and the constraints it lives within.
Regulation and status
The timeline: July 2024 — a MAS CMS licence for Arta Wealth Management Pte and launch for Singapore accredited investors; September 2024 — EDBI's strategic investment; October 2024 — global onboarding through Singapore; April 2025 — Arta AI; November 2025 — a wave of wealth-as-a-service integrations; March 2026 — Felix Lin in the Group CEO seat. In the United States the company operates as an SEC-registered investment adviser. Total funding is ≈$92m from over 140 private backers; the audience is tens of thousands of members across over 40 countries.
FAQ
Who can become an Arta client?
Accredited investors: in the United States through the SEC-registered RIA loop, and international clients through Singapore's MAS-licensed Arta Wealth Management Pte. The Singapore test: income of S$300k a year or more, or net financial assets over S$1m, or net personal assets over S$2m; residents confirm their status through Singpass, non-residents with documents.
What minimums and fees apply?
As of August 2026: the expected minimum is $100k invested by the end of the first year of membership, while during that first year balances under $100k are managed free of charge. Private markets from $10k at 0.6–1.0% of AUM plus fund fees, Core & Satellite portfolios from $25k at 0.5%, structured notes from $10k, and US Treasuries from $5k at 0.2%. There is no subscription fee; Arta AI costs $20 a month or is free with $100k on the platform.
How does Arta differ from a classic family office?
The entry threshold is two orders of magnitude lower, the service lives in an app, investment access is assembled from feeders into large managers' funds, and experts and partners (Temasek Trust, estate lawyers, citizenship-by-investment providers) are layered on top. Complex trust structures are still built with outside advisers.
How does Arta compare with Moonfare, iCapital and Endowus?
Moonfare is pure private markets with minimums of $25–125k depending on the format; iCapital is B2B infrastructure for advisers with no direct retail entry; Endowus Private Wealth is Singapore fee-only fund access from S$50k. Arta's difference is breadth: a dual US/Singapore loop, public-market portfolios, structured notes and AI agents inside a single membership.
What should you look at in the private markets block?
At the feeder structure: the minimum, the full two-layer fee load, the liquidity windows and the tax consequences in your country of residence. Fund managers' fees are disclosed to members inside the platform.