Introducing the Endowus HK team
Endowus Insights
Join our in-person China & HK Market Outlook event with Abrdn, Allianz Global Investors, and JPMAM. RSVP here

Introducing the Endowus HK team

3 May
6 Apr
  • Endowus is Asia’s leading low-cost fund platform, headquartered in Singapore. We are expanding to Hong Kong to bring better advice and better products — at a lower cost.
  • Our core team of experienced industry veterans includes Steffanie Yuen, Head of Hong Kong; Samuel Rhee, Group Chairman & Chief Investment Officer; Gregory Van, Chief Executive Officer; and myself, Sin Ting So, Chief Client Officer.
  • We believe in a better wealth experience for all — take control of your money, and understand clearly how your money is managed. 
  • Keen to join us on this journey? Get started with Endowus HK here.

Empowering investors in Hong Kong

Welcome to Endowus HK! 

As Chief Client Officer, I’m pleased to introduce to you the core team behind Endowus, a Singapore-headquartered digital wealth platform that is expanding into Hong Kong. I was born and raised in Hong Kong, and I’m incredibly excited that we are launching in my vibrant home market. 

Prior to Endowus, I spent close to a decade in the wealth management industry, at leading banks in Hong Kong and Singapore, including Morgan Stanley and Nomura. While working at larger financial institutions, I had always found it challenging to manage my personal wealth in a holistic manner and to invest in institutional-quality products at a low cost. That’s why I left private banking — so I could help make investing more accessible to everyone, through Endowus. 

Today, I spend my time delivering a seamless digital platform experience to our clients, while maintaining a human touch in our wealth conversations with clients. At a personal level, I entered a new stage in my life last year when I became a mother, and this has influenced my investing philosophy. Beyond planning for my own financial future, I want to also ensure that I give my child the best in life. Investing offers peace of mind for parents like me, as it enables us to be fully present for our children while our money works harder for us in the background. It’s also important to teach our children the right financial values and habits from young.

As we continue to promote financial literacy, offer better wealth advice, and improve access to investment products for all, my hope is that we will empower more investors to make informed decisions about their money and achieve their life goals.

Get to know the Endowus leadership team

It’s also my pleasure to introduce other members of the bigger Endowus team. The company was founded to solve the investment problems that we and our families had faced. Today, our team is made up of more than 130 people with decades of experience from leading financial institutions and technology companies including Morgan Stanley, UBS, Goldman Sachs, Blackstone, Vanguard, Ant Financial, Fidelity, McKinsey & Co, Grab, Amazon, Alibaba, Morningstar, and more. Our diverse expertise and experience in asset management, private banking, investment banking, and consumer technology have prepared us to better serve you.

Steffanie Yuen, Managing Director and Head of Hong Kong, leads Endowus’ business in Hong Kong, our first regional expansion. She will be positioning Endowus as an essential partner for wealth management  and retirement planning  in Hong Kong. Steffanie is also currently Co-Chair of the WealthTech & InvestTech Committee of the Fintech Association of Hong Kong (FTAHK) and serves on the global committee of 100WFintech Global Visibility Initiative at 100 Women in Finance. Before joining Endowus, Steffanie was Managing Director at Value Partners, the largest homegrown fund house in Hong Kong. Before that, she was Business Development and Strategic Partnerships Director at Alibaba's fintech affiliate Ant Group. 

Steffanie did not foresee a career in fintech until she was tasked to manage a venture capital fund that focused on investing in fintechs in China. There, she saw how driven they were to make a difference, and that sparked her entrepreneurial spirit and desire to make a bigger societal impact. She thus joined the Endowus team, determined to tackle the underlying problems in the wealth industry — a lack of good advice, and costly investment products that were not aligned with clients’ best interests.

Samuel Rhee, Group Chairman and Chief Investment Officer (CIO), heads the Endowus Group Investment Office, which is made up of 10 investment professionals. Sam is also responsible for the group’s asset allocation and investment selection across all offerings. He has focused his time on building Endowus as a holistic wealth platform that can make investing and smart financial planning easy and painless.

Prior to Endowus, he was the Chief Executive Officer (CEO) and CIO of Morgan Stanley Investment Management in Asia, with three decades of institutional investing experience in Singapore, Hong Kong, and London.

Sam is a firm believer that individuals should have access to the same knowledge and resources that are available to institutional investors. He has witnessed firsthand how retail investors are often sorely disadvantaged compared to institutional investors. He therefore passionately advocates digital adoption in wealth services, and making investing and smart financial planning easy and painless.

Sam started to explore the fintech space after he was moved by the passion and tenacity of fintech founders he met during his time as an angel investor. When the opportunity presented itself, he took the chance to build Endowus as a first-of-its-kind, low-cost digital wealth platform, and has never looked back.

Gregory Van, CEO, is passionate about making investing accessible and at the lowest achievable cost for all investors. Greg drives the company’s growth and strategic execution. He started his career in investment banking at UBS, advising and fundraising for private equity firms and venture capital firms in the Asia Pacific region. He then joined Grab in its early days and was part of the pioneer team that launched the firm’s digital payments services across Southeast Asia. 

Growing up in a family of entrepreneurs in Hong Kong, Greg learnt from a young age that a business should solve specific gaps in the market. Watching his grandparents work tirelessly to give the family a more comfortable life shaped Greg into the entrepreneur he is today. His grandparents poured all their hard-earned money into the family, which resulted in them not having much for themselves when they retired. It struck Greg that retirement adequacy poses a significant challenge for many households in the region as the population rapidly ages — and that Endowus could be the solution.

Through Endowus, invest better to live better

Together, the Endowus team is focused on empowering everyone to invest better to live better. Our mission is to provide all investors with expert advice and institutional-quality investment products — which were previously only available to private banks — at low, fair, and transparent fees. We are driven by the belief that everyone deserves to invest well and build holistic portfolios to achieve their life goals.

We are paid only by you; we don’t accept commissions, ever, from product providers. This allows us to always recommend the products most suited for you. You get 100% Cashback on all commissions, known as trailer fees — this is an industry-first practice. Endowus has returned more than US$4.5 million in these fund-distributor commissions (as of January 2023) to customers since inception in Singapore. We also do not charge a subscription fee, transaction fee, or any other hidden fees, unlike other platforms. 

We are unlike any other wealth or fund platforms out there, and we are here to bring change to the industry.

The Endowus team is grateful for the trust and support from our tens of thousands of clients. We remain committed to doing what is always in the best interest of our clients, to help you achieve better investing outcomes.

Endowus has also recently acquired Carret Private, a Hong Kong-based wealth manager and multi-family office, to become one of the largest independent wealth managers in Asia. With the acquisition, the Endowus group manages over US$4 billion in assets, as of June 30, 2022.

Once again, welcome to Endowus HK. We’re so happy that you’ve come on board. For those keen to join us on this journey, get started here.


Risk Warnings

Investment involves risk. Past performance is not an indicator nor a guarantee of future performance or returns. Projected performance or returns is not guaranteed to materialise. The value of investments and the income from them can go down as well as up, and you may not get the full amount you invested. Rates of exchange may cause the value of investments to go up or down. Individual stock performance does not represent the return of a fund.

General risk warnings relating to collective investment schemes 

Before making an investment decision, you are reminded to refer to the relevant prospectus/ offering document for specific risk considerations and related fees and charges. Funds are not a bank deposit and not capital guaranteed, and is subject to investment risks, including the possible loss of the principal amount invested. Some of the funds also involve derivatives. Do not invest in them unless you fully understand and are willing to assume the risks associated with them.


Any forward-looking statements, prediction, projection or forecast on the economy, stock market, bond market or economic trends of the markets contained in this material are subject to market influences and contingent upon matters outside the control of Endowus HK Limited (“Endowus”) and therefore may not be realised in the future. Further, any opinion or estimate is made on a general basis and subject to change without notice. In presenting the information above, none of Endowus HK Limited, its affiliates, directors, employees, representatives or agents have given any consideration to, nor have made any investigation of the objective, financial situation or particular need of any user, reader, any specific person or group of persons. Therefore, no representation is made as to the completeness and adequacy of the information to make an informed decision. You should carefully consider whether any investment views and products/ services are appropriate in view of your investment experience, objectives, financial resources and relevant circumstances. You may also wish to seek financial advice through a financial advisor or the Endowus platform and independent legal, accounting, regulatory or tax advice, as appropriate.

No invitation or solicitation

Nothing contained in this article should be construed as a solicitation, an offer to buy or sale, or recommendation, to acquire or dispose of any security, commodity, investment or to engage in any other transaction in any jurisdiction in which such solicitation, offer to buy or sale would be unlawful under the securities laws in such jurisdiction. No information included in this article is to be construed as investment advice or as a recommendation or a representation about the suitability or appropriateness of any advisory product or service; or an offer to buy or sell, or the solicitation of an offer to buy or sell, any security, financial product, or instrument; or to participate in any particular trading strategy. Investors should seek independent financial and tax advice before making any investment decision.

Product Risk Rating: Please note that any product risk rating (the “PRR”) provided by us is an internal rating assigned based on our product risk assessment model, and is for your reference only. The PRR is subject to change from time to time. The PRR does not take into account your individual circumstances, objectives or needs and should not be regarded as advice or recommendation to purchase, hold or sell any fund or make any other investment decisions. Accordingly, you should not solely rely on the PRR in making your investment decision in the relevant Fund.

This advertisement has not been reviewed by the Securities and Futures Commission or any regulatory authority in Hong Kong.

More on this Tag
No items found.
All you need to know about personal finance and investing
Please wait while we are submitting your email...
Thank you! Your submission has been received!
invalid email address

Table of Content