Amanda Ong on How AI is Personalizing Wealth Management at Scale with Arta Finance

Amanda Ong of Arta Finance: Redefining Scalable and Personalised Wealth Management with AI

Amanda Ong, Country Director for Singapore and Head of International at Arta Finance, shared valuable insights during the Hubbis Digital Dialogue on April 17, focusing on how artificial intelligence is reshaping wealth management. With experience from Arta Finance, Prudential Wealth Management, and StashAway, Ong highlighted how Arta Finance integrates AI deeply into its platform to deliver sophisticated, personalised financial advice accessible to a wide range of investors.

A Platform Built on AI from Day One

Arta Finance was created with AI at its core, aiming to transform client engagement, investment strategy, and portfolio customisation. The company operates from both the US and Singapore, serving accredited investors directly and collaborating with banks, external asset managers (EAMs), and family offices through its B2B model.

The platform utilises a range of AI agents, combining traditional machine learning, large language models (LLMs), and curated data sets including public filings and proprietary sources. Ong explained that this layered approach allows each AI model to focus on its strength: quantitative models handle complex financial data and risk calculations, while LLMs provide clear, client-friendly explanations.

This structure ensures that the AI delivers insights that are accurate, clear, and actionable, blending cutting-edge language fluency with the precision required for financial decision-making.

Delivering Instant, Personalised Insights at Scale

Ong described how Arta’s AI transforms the client experience by generating thematic investment ideas in minutes—a task that traditionally could take weeks. For example, investors interested in a theme like space propulsion can quickly access research reports, stock recommendations, and backtested performance compared to benchmarks.

Another feature, called "Recap," offers portfolio summaries in multiple formats to suit different preferences, from professional news style to casual or even local cultural tones. This makes financial updates more engaging and easier to understand.

Crucially, Arta’s AI isn’t limited to a simple chatbot interface. Instead, AI-driven insights appear contextually throughout the client journey, providing timely guidance exactly when it is most relevant.

A Portfolio of One: Hyper-Personalisation through AI

One of Arta’s key innovations is creating fully individualised portfolios for each client. Unlike traditional robo-advisors that use preset risk buckets, Arta builds portfolios based on unique client preferences, goals, and risk tolerance at the moment of engagement. This means two clients joining minutes apart can receive completely different portfolio recommendations.

AI enables this personalisation at scale, overcoming the manual limitations of legacy systems. Ong pointed out that investors no longer need to choose between generic low-cost products or expensive private banking; Arta offers sophisticated, personalised strategies without the usual cost or complexity.

This approach democratizes access to advanced wealth management, making it available beyond the ultra-wealthy.

Expanding Horizons: AI Partnerships with Traditional Institutions

Arta Finance also partners with traditional wealth managers, private banks, and EAMs looking to integrate AI into their workflows. Many established players want to enhance client experiences with faster, more personalised insights but struggle with outdated systems.

Through collaboration, these institutions can leverage Arta’s AI capabilities without the need for complete technology overhauls. Advisors can generate portfolios on specific themes within minutes, allowing them to focus on delivering value-added advice.

The Human Touch Remains Essential

Despite the central role of AI, human expertise remains critical. Clients can choose a fully digital experience or connect with a human advisor instantly. Ong emphasised a complementary model where technology and human interaction coexist.

Arta also prioritises user experience, ensuring the platform is intuitive, elegant, and responsive—matching the standards users expect from top consumer apps. The goal is to provide powerful AI tools in a way that feels natural and accessible.

For those interested in exploring AI applications in finance further, resources such as AI tools for finance can provide practical guidance on integrating AI within financial services.