Endowus: Leading the Digital Wealth Management Revolution in Asia

Endowus is transforming wealth management in Asia by offering independent, low-cost, and technology-driven investment solutions. Co-founder and Chairman Samuel Rhee, former CEO and CIO of Morgan Stanley Investment Asia, drives the firm’s mission to democratise institutional-grade investments, advocating for transparency in how advisors are remunerated. Endowus pioneered the 100% rebate on trailer fees to customers and encourages the fee-only advice model. With a mission to address the retirement adequacy gap, Endowus initially focused on CPF investments in Singapore, and has expanded to serve a broad client base, including high-net-worth individuals and institutions, with offerings ranging from cash management to private markets. Looking ahead, Rhee envisions a future of hyper-personalised, AI-driven wealth management as Endowus accelerates growth in Hong Kong and expands its presence across Asia.