Leading digital wealth for CPF, SRS, and cash
Endowus is one of the most influential success stories of Singapore founders in the fintech space. Co-founded in 2017 by Gregory Van and Samuel Rhee, the company has reshaped how Singaporeans invest their CPF, SRS, and cash savings.
At the heart of Endowus’s platform is accessibility and transparency. It was the first digital advisor in Singapore licensed to manage CPF investments. In a landscape dominated by traditional players, the company introduced a fee-only model that rebates 100% of trailer fees to clients—ensuring true alignment of interests.
Today, Endowus is more than just an investment portal. It has become a trusted partner for long-term wealth planning, offering portfolios tailored for retirement, cash flow, and sustainability.
From startup to trusted industry leader
The Endowus journey began with a bold idea: empower ordinary Singaporeans to invest like institutional clients. Gregory Van, formerly of UBS and Grab, and Samuel Rhee, ex-CEO of Morgan Stanley Investment Management Asia, teamed up to bring this vision to life.
Their platform integrates digital onboarding, algorithmic portfolio recommendations, and access to curated global funds. It now offers products under several verticals, including Cash Smart (short-term cash management), Fund Smart (a self-directed fund marketplace), and ESG portfolios.
The company has raised more than US$110 million from strategic backers including EDBI, UBS, SoftBank Ventures Asia, Citi Ventures, and Lightspeed Venture Partners. In 2022, it crossed S$2 billion in assets under advice and expanded its services to Hong Kong.
Support from Enterprise Singapore and partnerships with leading fund managers have helped fuel its expansion. Endowus now serves both retail and high-net-worth clients through a growing private wealth arm.
This trajectory places Endowus among the top digital wealth platforms not just in Singapore, but in Asia.
Redefining financial literacy and retirement planning
Beyond its products, Endowus has contributed significantly to financial literacy in Singapore. Through educational content, webinars, and tools, it helps Singaporeans make informed decisions about CPF, SRS, and long-term investing.
The founders are vocal advocates of aligning incentives in the financial advisory industry. Their stance against retrocession fees and opaque fund structures has influenced wider industry debate.
The company’s role in enabling CPF investing digitally was a milestone in Singapore’s broader fintech progress. With a population increasingly concerned about retirement adequacy and inflation, Endowus offers a practical, technology-enabled solution grounded in fiduciary responsibility.
Endowus also represents a new breed of Singapore business leaders—those who build with impact and scale responsibly.
Conclusion
Endowus is a defining example of how Singapore founders are solving deep, structural challenges through innovation and integrity. From pioneering CPF investment access to building a platform that now spans Asia, its journey embodies what’s possible when policy, purpose, and product meet.
As the digital wealth sector matures, Endowus is positioned not just as a market leader but as a standard-setter in responsible investing. It is one of the standout success stories of Singapore founders—and its next chapter is just beginning.
Discover more inspiring journeys on Feature.Asia: 10 Entrepreneurs Under 30 Changing Asia’s Economy
