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FINANCIAL SERVICES, INFORMATION TECHNOLOGY | Staff Reporter, Singapore
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This robo advisory platform aims to make investments easy and simple

Smartly has a series of articles, videos, and quizzes to boost financial literacy among its users.

Singapore-based Estonian entrepreneurs Artur Luhaäär and Keir Veskiväli aimed to make investing easy with a digital solution that provides high quality financial advice and promises full transparency and low fees. Built to utilise AI-drive software and targeted for Gen Y users, Smartly is a robo-advisory platform that can optimise asset allocation, automate tax-loss harvesting, and offer real-time analytics at a much cheaper price than the average cost for financial advisors. Smartly helps users customise their portfolios through smart algorithms that make investing simple and accessible.

“At Smartly our core mission is to build a platform through which the average person can understand where their money is, as well as having the freedom to withdraw it without hidden penalties if they wish to do so,” Luhaäär said.

Smartly has also taken financial advisory further up in terms of financial education with a series of articles, videos, and quizzes to boost financial literacy among its users. Once Smartly’s clients access the education platform, they can also unlock weeks of free portfolio management--a way to encourage their users to learn financial principles and strategies for themselves.

“The core basics of investing are not rocket-science and can be understood by anyone. We’re not talking about being able to identify great companies to invest into, but rather to help users understand the most important things to look out for when investing their money,” said Artur.
Smartly was made possible through the support of VCG Partners Pte Ltd, the Singapore subsidiary of Vietnam-based asset manager VinaCapital Group, which currently has over USD1.8b in assets under management. VCG Partners provides the robo-advisory platform, while Smartly is on top of the core technology. Luhaäär said that it is crucial for Smartly to work in tandem with seasoned industry players such as VCG Partners, who shares a similar vision and values in making the investment market a better place for the average investor.

“One way Smartly differs from other available products is that we want to tell you exactly where your money is going and how much it costs. This is how we create trust, with full transparency. You can log in anytime to see how your investments are doing, how much in fees you’ve paid, etc,” Luhaäär added.
 

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