Behind the Strategy: Amanda Ong on Bringing Arta to Singapore

Meet Amanda

Amanda is the Country Manager at Arta Finance, leading the company’s Singapore business and international partnerships. With extensive experience scaling wealth businesses globally, Amanda has a proven track record in building and leading teams across multiple countries. Previously, she was Global Head of Partnerships and Head of Distribution for Prudential Wealth Management. Before that, Amanda was the Country Manager at StashAway, where she managed the company’s largest market, led the Client Experience team across five countries, and advised High Net Worth clients. Ask anyone who’s worked with her, and they’ll tell you she’s the one you want on your team—a perfect blend of sharp insights, resourcefulness, and a genuine passion for helping others succeed.

How do your responsibilities as Country Manager shape Arta Finance's success and growth in Singapore?

My primary responsibility is to establish and grow Arta's presence in Singapore and globally. Initially, my focus was on navigating the licensing process, which is quite rigorous here. Securing our Capital Markets Services license from the Monetary Authority of Singapore (MAS) required submitting a comprehensive application and laying the groundwork for the processes, controls, and operations tailored to the regulatory requirements.

In parallel, I also work closely with our internal teams to adapt our U.S. operations to the local context. This involved creating new processes to comply with a different regulatory framework while ensuring everything was aligned with our global standards. For instance, Accredited Investor verification requires documentary proof in Singapore, so we had to build a new secure document upload feature that includes requesting a “selfie” photo from users. This added step ensures that we comply with local regulations and safeguard retail clients by ensuring our products are offered to the right segment of investors.

Unlike retail robo-advisors focused on broad campaigns for scaled acquisition, Arta adopts a targeted approach in Singapore, concentrating on accredited investors through strategic partnerships. We've also taken a unique path by building a broader expert services proposition tailored to Singapore's diverse market. Recognizing the varied needs of international investors, we’ve partnered with reputable firms to offer expert services such as philanthropic giving, impact investing, and citizenship by investment. 

Additionally, because Singapore serves as Arta's international hub, I'm responsible for ensuring our brand resonates with an international audience. This involves strategizing how we present Arta to high-net-worth clients across the region through direct consumer outreach or partnerships with financial institutions. We’re looking forward to announcing new partnerships soon, which will help potential members learn more about Arta and our elite products and services.

How do you align Arta’s global strategy with the needs and opportunities in the Singapore market? 

Aligning Arta’s global strategy with Singapore's unique needs and opportunities involves thoughtful localization of our offerings. One key area where we adapt is the type of products we offer and how we name and position them. Our priority is making products and services intuitive for investors here.

Asian investors, particularly those in Singapore, prefer yield-generating products. Recognizing this, we’ve tailored our product lineup to include more options in structured products and cash management that focus on regular yield generation. This approach allows us to better meet the expectations and preferences of local investors.

Another significant area of adaptation is financial education. There’s a noticeable difference between the U.S. and Singapore regarding familiarity with alternative investments. In the U.S., investors are generally well-versed in the names of major alternative asset managers, like Silver Lake or Blue Owl. However, even among high-net-worth individuals in Singapore, there’s often less familiarity with these names and their role in a diversified portfolio. Many Singaporean investors have traditionally focused on real estate investments and are now looking to diversify. This allows us to provide targeted financial education to introduce these alternatives and explain why they are important for a well-rounded investment strategy.

By addressing these specific local needs—whether through offering more yield-focused products or providing education about new ways to diversify—we can align Arta’s global strategy with the opportunities in the Singapore market, ensuring our offerings resonate with local investors.

What are the unique challenges and opportunities you see in Singapore's financial services market?

One of the unique challenges in Southeast Asia’s financial services market is that many people are underinvested, with a significant portion of their wealth tied up in cash, insurance policies, or property. This approach worked well for previous generations, particularly when property investments in Singapore delivered strong returns. However, the financial landscape has shifted, and relying solely on property for wealth generation is no longer as effective.  Today, nearly 40% of financial wealth in Singapore remains in cash, compared to just 13.6% in North America. While this statistic includes many retail investors, it underscores the broader opportunity for Arta to serve this segment—either directly in the future or through strategic partnerships with banks—by offering more effective wealth management solutions to unlock growth potential beyond traditional avenues. In today’s environment, exploring alternative ways to grow wealth is crucial, and we see an important opportunity to educate Southeast Asians on the broader spectrum of investment options available to them. 

Another significant opportunity for improvement in Singapore's financial services market lies in addressing fees and incentive structures. Many people may be unaware of the misalignment of incentives within traditional banking, where bankers often face internal sales targets and receive kickbacks or higher commissions for promoting specific financial products. This creates a clear conflict of interest, with the banker’s goals not always aligning with the client’s best interests.

At Arta, we’ve taken a completely different approach. While some wealth platforms offer commissions and trailer fees as a form of cashback, we don’t accept them at all. Our revenue is based solely on a percentage of assets under management (AUM), ensuring that our incentives align with yours. This way, we only recommend products that truly make sense for you, free from hidden motives or back-end commissions.

Our goal is to raise awareness and provide education around these important aspects of investing—whether it’s understanding the actual cost of fees or exploring a broader range of investment options. By doing so, we aim to empower individuals to make better, more informed decisions that align with today’s financial landscape.

While some wealth platforms offer commissions and trailer fees as a form of cashback, we don’t accept them at all.

What emerging trends in the financial services industry will impact Arta’s operations in Singapore?

One of the most significant emerging trends in Singapore’s financial services industry is the evolving expectation of banking and wealth management services among a new generation of wealthy individuals. As “new money” enters the market, especially among up-and-coming millionaires comfortable with technology, there is a growing demand for modern, digital-first solutions to wealth management.

We’ve observed a growing segment of self-made affluent individuals in Singapore and international markets. These people have worked hard to achieve their wealth. They are looking for financial education and investment solutions that respect and align with their hard-earned success. This presents an opportunity for us to provide tailored financial advice and investment products that resonate with their unique experiences and aspirations.

Many of our competitors have not fully embraced the shift toward integrating technology with personalized service. Even at the private banking level, where human touch and advisory services are highly valued, there’s a noticeable gap in delivering a seamless digital experience that complements that relationship. Traditional private banks tend to rely heavily on the relationship manager model, where clients have a banker at their beck and call. However, the newer generation craves more autonomy and transparency in managing their wealth, alongside access to expert advice.

At Arta, we strike a balance between both worlds. We offer the same human touch, with experienced advisors like Emmy Sakulrompochai and Tracy Gallagher and our Member Success team providing personalized advice and support. But what sets us apart is how our digital platform enhances this experience. Our technology doesn’t just complement human interaction—it strengthens it. We empower our advisors with better data and insights, enabling them to offer more informed recommendations while also giving clients the tools to manage their wealth with greater control and flexibility. 

In essence, we provide the best of both worlds: the human expertise clients expect from a private bank and the superior digital experience they need. As we continue to evolve and innovate, we hope to be the clear choice for those seeking a smarter, more effective way to build their wealth.

We provide the best of both worlds: the human expertise clients expect from a private bank and the superior digital experience they need.

Who do you see as Arta’s competitors in Singapore? 

We often compare ourselves to what a private bank or family office would provide. While there are robo-advisors in the market, we don’t consider them competitors. Our platform provides access to top-tier investment strategies, including quantitative strategies, structured products, and exclusive private market funds—options rarely available from regional players.

When Arta first launched in the U.S., we initially focused on clients with assets in the one to five-million-dollar range. However, we’ve since attracted many qualified purchaser (QP) clients, including single-family offices with substantial wealth, typically ranging from 20 to 250 million dollars. These clients are at the level where private banking services are the norm, yet they choose Arta because we offer access to private market funds that are not commonly available at regional private banks. You might find similar opportunities at top-tier global banks, but what sets us apart is our ability to provide the same high-quality products with lower minimum buy-ins, allowing clients to diversify more effectively across private markets with a set amount of capital.

In essence, we offer the sophisticated products and services you would typically expect from a private bank, but with the added flexibility and modern technology that cater to the needs of today’s discerning investors.

We offer the sophisticated products and services you would typically expect from a private bank, but with the added flexibility and modern technology that cater to the needs of today’s discerning investors.

What are you most excited about at Arta?

What excites me most about Arta is the incredible team and the visionary approach to modernizing wealth management. Having spent my entire career in financial services, I’m familiar with the traditional mindset that often feels limited in its imagination. At Arta, however, I’ve found a completely different atmosphere. The team constantly pushes the boundaries of what’s possible, leveraging technology to simplify wealth management and empower consumers in ways I’ve never seen before. It’s refreshing and deeply inspiring.

Our team's remarkable depth of experience and expertise makes this journey even more exciting. We have individuals who have launched and scaled platforms in both tech and finance, blending their knowledge to create something truly innovative. For instance, my colleague Jiang and I previously worked together, building and scaling a wealth platform. Others on the team have been instrumental in developing iconic products like Google Maps, Gmail, and even the American Express Centurion Card, also known as the “Black Card.” We have team members who’ve led successful ventures, guided companies through IPOs and built groundbreaking tools like Google Pay and Money Minx.

Our insurance experts have simplified life insurance with companies like MetLife and fintech giants like Alipay and Grab. At the same time, our marketing professionals excel at making complex financial concepts relatable and accessible. Our due diligence team has honed their skills at top institutions like Goldman Sachs, and our membership success team is dedicated to providing first-class support, combining the human touch with automation where it matters most.

Arta might be a new brand, but it’s built on the shoulders of seasoned veterans and visionaries who share a common goal: helping people build their futures by merging the best of technology and finance. I’m incredibly excited to open our doors to my fellow Singaporeans and show them what we’ve created.

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