Unleashing the potential of Wealth-as-a-Service (WaaS)

Published on May 26, 2023

Marcy Kohchet-Chua, Chief Client Relationship Officer, ATRAM alongside Pieter Zylstra, General Manager, additiv Asia review the importance of Wealth-as-a-Service (WaaS) and how ATRAM is uniquely making this available in the Philippines through its’ partnership with additiv.


What is WaaS? Wealth-as-a-Service (WaaS) is about the unbundling of the traditional wealth stack. With the emergence of neobanks, fintechs and the continuous relevance of insurance companies, where these are usually businesses dependent on separate operating systems, having a complete platform being able to view all of these in a consolidated manner is in great demand. This is Wealth-as-a-Service.

[Wealth-as-a Service] enables the convergence of previously siloed, channel specific wealth activity, like banking, investment and insurance financial solutions.

Why is WaaS important to the Philippines? Embedded finance revenues in the country is forecasted from USD1 billion to about USD6 billion by 2029. Embedded wealth will be a significant proportion of that. When siloed venues are removed it will reduce customer acquisition costs for both financial and non-financial companies by improving existing customer take-up rates.

[Wealth-as-a Service] would naturally lead to client value recognition, customizing solutions to a customers’ needs and wants, and ultimately enabling investing and saving services to be offered to the masses. This is wealth inclusion.

How can WaaS be achieved? With WaaS financial companies can orchestrate new services seamlessly into existing channels offering third party products and data on private equity, digital assets. This data, for example, may not have been available and accessible previously to the company or even within the Philippines.

What does this mean for ATRAM? WaaS is a business model that can bring complete support to all stakeholders. These include the client, independent wealth advisors, relationship managers and portfolio managers; all creating their collaboration on the platform. We at ATRAM believe in WaaS, and are focused on progressing from the leading independent asset manager in the region to become also the premier WaaS manager.

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