StashAway: Closing the access gap that's holding back Asia affluent
What got Asia's affluent to their first million won't get them to ten million. StashAway bridges the gap between traditional banks and private banks, combining access to a full range of investments — from core ETF portfolios to private markets — with expert advice, all in one digital platform.
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By Stephanie Leung, Chief Investment Officer, StashAway
After years of building careers and businesses, Asia's emerging affluent have hit major wealth milestones. They’ve grown their wealth, made their first million (and more), and proved that they can make smart money decisions. But now they’re hitting a wall.
The challenge? Banks push expensive products they don’t need. They've tried brokerage apps everyone talks about, but these platforms demand more time and effort than they can spare. And private markets – which could accelerate their wealth – remain out of reach.
Here's the dilemma: What got them to their first million won't get them to ten million. They've outgrown retail banks, are overwhelmed by confusing brokerage apps, and don't quite meet the minimums that private banks demand.
The wealth management gap that's holding them back
The numbers tell the story. Family offices – representing the ultra-wealthy – have increased their alternative investment allocations from 42% to 46% between 2021 and 2024. And more HNWIs are looking to private markets for diversification and better returns.
BlackRock research shows that adding a 20% allocation to private equity and private credit would have boosted a 60/40 portfolio's annualised returns by 18%, while reducing its volatility. Yet, Asia's emerging affluent remain shut out from private markets investment opportunities.
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Breaking through traditional barriers to private markets
StashAway's breakthrough solves the biggest challenge for the emerging affluent: access to private markets.
How? By delivering what was previously out of reach: Institutional-class private market solutions at lower minimums and fees, with professional guidance.
Unlike traditional private market funds with 10 to 15-year lock-ups, these portfolios offer monthly liquidity after a short initial lock-up. While private banks can charge fees up to 3.5%, StashAway clients only pay the fund-level fee and a 0.5% platform fee, creating substantial cost advantages that keeps more of their wealth invested.
Private markets are just one side of the story. To build wealth, everyone still needs a reliable, core globally diversified portfolio in public markets. In fact, 70% of our affluent clients regularly invest into our flagship ETF-based portfolio, which offers global diversified and automated risk management at a fee as low as 0.2% p.a.
Beyond access to investment solutions, affluent investors face another frustration: high-touch banks and financial advisors offer expertise, but lack transparency and rely on outdated, clunky interfaces. Brokerages swing to the other extreme – overwhelming options with little guidance, which makes investing time-consuming and complex.
Digital-first platforms like StashAway offer the best of both worlds: Convenience and transparency of a digital app, combined with unbiased wealth advisory from a licensed wealth advisor. It’s the perfect blend of digital ease and human expertise, built for long-term wealth building.
It’s time to rethink investing for Asia’s emerging affluent. They shouldn’t have to choose between traditional banks and DIY platforms. What’s next is being built at StashAway: a platform where sophisticated investments meet digital efficiency – opening a new chapter of wealth creation for the ambitious and future leaders in Asia.