Samuel Rhee, co-founder and Chairman at Endowus, commented on the shift toward alternative investments amid heightened US-China trade tensions and market volatility. As traditional markets face increasing uncertainty, investors are turning to alternatives such as private credit, private equity, and hedge funds for stability and diversification. Private credit, in particular, offers lower correlation to public markets and is backed by strong collateral, making it a resilient option in uncertain times. Rhee highlighted that diversification is thriving, with investors recalibrating strategies as confidence in US exceptionalism begins to wane.

Endowus tripled its investments in alternatives in 2024, surpassing US$350 million, with strong interest from high-net-worth clients. To meet this demand, Endowus launched Private Credit and Private Equity solutions, giving accredited investors in Singapore and professional investors in Hong Kong access to top-tier managers like Apollo, Ares, Blackstone, and Carlyle through a single, semi-liquid vehicle. These offerings are made available via a partnership with iCapital. As private markets gain traction for their diversification benefits, Endowus aims to address the accessibility and education gaps for investors seeking new sources of return.

Samuel Rhee, co-founder and Chairman of Endowus, highlighted the recent shift in investor behaviour amid heightened market volatility, noting that more clients are reallocating their funds into safer, uncorrelated strategies such as money market funds, high-quality fixed income, and private credit. He emphasised that in uncertain environments, adopting resilient investment approaches can help preserve capital while maintaining long-term financial stability.

Gregory Van, Endowus’ CEO, shared insights on the firm’s expanding footprint in Asia following its US$35 million fundraising round. Beyond fueling growth, Endowus is focused on boosting brand awareness, advancing its AI capabilities, and exploring potential acquisition opportunities —particularly as it strengthens its presence in Hong Kong. As its client base continues to grow, Endowus has also introduced an AI-powered chatbot designed to assist with operational queries, complementing the support traditionally provided by its advisers.

Hugh Chung, Endowus’ Chief Investment Officer, shared insights on the firm’s strategic approach to goal-based investing. Unlike traditional private banks that prioritize product sales and commissions, Endowus focuses on aligning investment solutions with clients’ financial goals. By curating diversified, cost-effective portfolios and expanding private market offerings—including hedge funds, private credit, and private equity—the firm empowers investors with holistic, risk-adjusted strategies.

Gregory Van, CEO of Endowus, shared key tips on how to make the most of your bonus this season. The first step is to assess the type of bonus received—whether it’s a one-time windfall or a recurring incentive. From there, balance between immediate gratification and long-term growth by considering how compounding can help achieve future financial goals.

Endowus partnered with Twilio to enhance platform security and protect its 250,000+ clients in Singapore and Hong Kong. Twilio Verify adds SMS and WhatsApp OTP authentication to prevent bot sign-ups and fraud, while Fraud Guard detects suspicious activity early. Since implementation, Endowus has achieved a 98% WhatsApp verification success rate and minimized false positives. Deepak Sarda, Endowus’ Chief Technology Officer, emphasised the firm's commitment to safeguarding client data and ensuring secure transactions.

Endowus Hong Kong saw strong capital inflows in early 2025, continuing January’s momentum. Clients favour a “barbell” investment strategy, balancing conservative assets like bonds with alternative investments. While there is limited demand for Hong Kong stock-focused funds, the industry remains optimistic about tech fund launches. Endowus also sees strong interest in fixed-income products and is increasing investment education efforts for women in Hong Kong.

According to Endowus' 2023 Wealth Insights Report, 45% of women seek third-party financial advice, compared to 28% of men, reflecting a more deliberate approach to investing. By fostering financial transparency, setting shared goals, and prioritising long-term investments, couples can strengthen their financial security. Women, who typically live longer but save less for retirement, should focus on building wealth early to ensure long-term independence and stability.

(From 54:41) Hugh Chung, Endowus’ Chief Investment Officer, discusses market reactions amid ongoing volatility. Recent trade tensions and shifting economic policies have weakened U.S. growth expectations, leading to a softer dollar and increased market uncertainty. He highlighted the importance of diversification and exposure to global markets during these times.

Endowus strengthened its Hong Kong leadership with key appointments Janet Hung as Head of Client Advisory in Hong Kong and Jasmine Chan as Investment Advisory Director. Endowus’ Chairman and Co-founder, Samuel Rhee, assumes the role of Group Chief Investment Officer, overseeing investments and strategy across the group. The firm’s strategic hires aim to bolster Endowus’ presence and growth in Asia.

Endowus will increase investment in AI applications to enhance wealth management services, leveraging Hong Kong’s AI policy for industry growth. Steffanie Yuen, Endowus’ Head of Hong Kong, highlighted AI’s role in analyzing client risk tolerance and investment goals, improving efficiency without replacing human advisors. The company plans to expand private market investment options while lowering entry barriers. Following a new funding round in January 2025, Endowus aims for double-digit AUM growth across Hong Kong and Singapore.