Endowus paints Hong Kong blue with first brand campaign to bring revolutionary wealth management experience

Endowus launched its inaugural brand campaign in Hong Kong as the digital wealth management advisor expands its presence in the city. Hong Kong is a well-established wealth management hub and the campaign showcases Endowus’ differentiated wealth management approach through its fee-only and conflict-free wealth management approach.

Elevating the challenges in Wealth Management 

Themed Elevate Your Wealth: Invest Better to Live Better, Endowus’ campaign highlights various challenges individuals face in their wealth journey, which includes access, cost and advice, and how Endowus as a digital wealth management platform has not only innovated the way to access high quality, world-class investment solutions but also remains 100% aligned to their clients’ interest by being entirely conflict-free with zero subscription fees and providing cashback on trailer fees. The narratives are designed to connect with professionals, families, individuals and institutional investors, focusing on helping them achieve their respective goals. 

Accessing world-class investment strategies through institutional funds has typically been reserved for the ultra-wealthy. Investing can oftentimes be complex with multiple viewpoints and advice can often be biased due to existing incentive structures.

High-quality institutional fund access: @【📈 Invest better to live better. Access to world-class investing strategies】

Endowus emphasises its transparent fee structure which features low fair fees, no subscription charges and a 100% cashback on trailer fees. Trailer fees, often embedded into investment products and services, are paid by fund managers to brokers and financial advisors and can significantly affect overall investment returns. These can also lead to potential misalignment of incentives between investors and distributors. 

In Singapore, Endowus pioneered the implementation of a full trailer fee rebate, contributing to its success, and is now replicating the same conflict-free approach in Hong Kong. 

Low, fair Fee: @【💰Invest better to live better. Achieve your wealth goals with lower fund fees 】

Endowus’ unbiased advice 【👶Invest better to live better. Unbiased and trusted advice for your future】

Going blue across multiple channels 

“Hong Kong is seeing a renaissance in the wealth management sector as investors seek innovative wealth management experiences. While digital technology is profoundly transforming the sector, we also need to engage clients where they are - in the real world. Our conflict-free approach aims to help Hong Kongers improve investment outcomes and address critical financial issues like retirement adequacy,” said Jason Huan, Chief Marketing Officer. 

Partnering with some of the largest asset managers in the world, the campaign also features BlackRock, PIMCO, HSBC Asset Management and JP Morgan Asset Management among others. These managers form critical building blocks of Endowus’ flagship investment portfolios, curated by a 14-person team of investment experts helmed by Samuel Rhee, Chairman and Chief Investment Officer, formerly Chief Investment Officer and CEO at Morgan Stanley. Funds from these asset managers are also available as single mutual funds that can be invested directly on Endowus Fund Smart, a mutual fund platform that hosts over 300+ Best-In-Class funds curated by the investment office.

The campaign is visible across online and offline channels, including prominent locations in Hong Kong’s Central Business District at prime areas in select MTR stations and tram shelters. Endowus also branded the iconic trams traversing Hong Kong Island.   

Strong demand for Hong Kongers in digital wealth management 

Endowus achieved remarkable success in Hong Kong, with client assets and accounts growing by 10x and 7x respectively over the past year. In a market traditionally dominated by securities, Endowus’ focus on diversification and evidence-based investing resonates well with clients. Its unique hybrid advisory approach has been one of the drivers of its success, where clients can self-serve solutions based on their risk appetite and investment horizon digitally or speak to a panel of expert client advisors 1-on-1 on their unique financial needs. 

Celebrating its five-year milestone since launching operations in 2019, Endowus has grown Assets Under Advice (AUA) to over US$7 billion, with a record growth of over US$2 billion achieved in 2024. The company also launched Endowus Private Wealth for high-net-worth individuals, including family offices, institutions, Accredited and Professional Investors and expanded its offerings to include hedge funds, private markets and alternatives.