Endowus redefines wealth management experience with first campaign in HK

Digital wealth management platform Endowus has launched its inaugural brand campaign in Hong Kong as it expands its presence in the city.

This comes as Endowus sees Hong Kong as a well-established wealth management hub and the campaign showcases Endowus’ differentiated wealth management approach through its fee-only and conflict-free wealth management approach. 

Themed “Elevate your wealth: Invest better to live better”, Endowus’ campaign highlights the key challenges individuals face in their wealth journey—such as access, cost, and advice.  

As a digital wealth management advisor, Endowus strives to redefine access to high-quality, world-class investment solutions. It aims to align with clients' interests, offering a conflict-free model with zero subscription fees and cashback on trailer fees. The narratives are designed to connect with professionals, families, individuals and institutional investors, focusing on helping them achieve their respective goals. 

The campaign features three short videos, showcasing Endowus' transparent fee structure which features low fair fees, no subscription charges and a 100% cashback on trailer fees. Trailer fees, often embedded into investment products and services, are paid by fund managers to brokers and financial advisors and can significantly affect overall investment returns. These can also lead to potential misalignment of incentives between investors and distributors. 

The campaign was also created based on the observation that accessing world-class investment strategies through institutional funds has typically been reserved for the ultra-wealthy. Investing can oftentimes be complex with multiple viewpoints and advice can often be biased due to existing incentive structures. 

“Hong Kong is seeing a renaissance in the wealth management sector as investors seek innovative wealth management experiences. While digital technology is profoundly transforming the sector, we also need to engage clients where they are - in the real world. Our conflict-free approach aims to help Hongkongers improve investment outcomes and address critical financial issues like retirement adequacy,” said Jason Huan, chief marketing officer, Endowus. 

Partnering with some of the largest asset managers in the world, the campaign also features BlackRock, PIMCO, HSBC Asset Management and JP Morgan Asset Management among others.  

These managers form critical building blocks of Endowus’ flagship investment portfolios, curated by a 14-person team of investment experts helmed by Samuel Rhee, chairman and chief investment officer, formerly chief investment officer and CEO at Morgan Stanley. Funds from these asset managers are also available as single mutual funds that can be invested directly on Endowus Fund Smart, a mutual fund platform that hosts over 300+ Best-In-Class funds curated by the investment office. 

The campaign is amplified across online and offline channels, including prominent locations in Hong Kong’s Central business district at prime areas in select MTR stations and tram shelters. Endowus also branded the iconic trams traversing Hong Kong Island. 

Since its launch in 2019, Endowus has grown Assets Under Advice (AUA) to over US$7 billion, with a record growth of over US$2 billion achieved in 2024. The company also launched Endowus Private Wealth for high-net-worth individuals, including family offices, institutions, Accredited and Professional Investors and expanded its offerings to include hedge funds, private markets and alternatives.

MARKETING-INTERACTIVE has reached out to Endowus for more information. 

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