Ex-Google top execs launch wealth platform targeting the affluent but not wealthy

ARTA Finance, founded by former leaders at Google, has launched a platform combining quant investing with robo advisory with an aim to bring a “digital family office” to the masses.

Arta, formerly known as Arbo Works, raised over US$90 million to build a platform that offers accredited investors advantages normally available only to the wealthy. This includes access to private equity, borrowing against assets, and creating highly personalised portfolios of stocks, bonds, options and leverage – managed by artificial intelligence (AI).

About half of the startup’s 67-member team is made up of former Google employees, including CEO Caesar Sengupta.