PwC Director joins additiv to drive their embedded finance platform business in APAC

Published on March 9, 2022

Singapore, 9 March 2022: additiv, a leading Wealth-as-a-Service (WaaS) provider to the wealth management industry, today confirmed their appointment of Anurag Pandey to drive their platform business and ecosystem partnership development in APAC.

Anurag is ideally positioned to drive additiv’s platform delivery within the region. In his previous role as Director in PwC’s Southeast Asia Consulting business, Anurag led initiatives conceptualizing a market utility platform to drive efficiency and innovation across the asset and wealth management value chain. He advised the C-Suite of Asset and Wealth Managers on digitalisation strategies and improving distribution efficiency. Before PwC, Anurag was an investment banker with SBI Capital Markets (a subsidiary of State Bank of India, the largest bank in India) where he helped set up the business in Singapore and also founded two startups.

Based in additiv’s Singapore office, Anurag’s experience of working side by side with leading banking industry experts, alongside fintechs, is a real asset. additiv established a marketplace of technology and service providers in 2021 to support the increasing demand for Banking-as-a-Service (BaaS) providers to enable embedded finance; growing this ecosystem to meet the wide range of needs of traditional and neobanks, insurers, wealth providers, consumer platforms etc. is therefore essential.

Anurag Pandey, Head of APAC Platform and Partnerships, additiv said:

”These are exciting times for additiv in the region as we develop our embedded wealth business but also a new, dedicated APAC WaaS platform to support it. This new platform is crucial to support financial and non-financial providers and platforms need for embedded wealth in the region.”

Anurag continued

“To develop our business as the demand for WaaS and embedded wealth grows, our clients need real choice of services and tools alongside the opportunity to leverage network effects. This will only be achieved if we can offer an integrated range of selected and ‘ready’ partners. I look forward to taking our marketplace in APAC to the next level to achieve this.”

Pieter Zylstra, General Manager APAC, additiv said:

“Anurag is the true specialist in digital wealth management and asset management infrastructure that we need to exceed the requirements of financial and non-financial platforms in the region.”

Pieter continues

“Over the last decades, he has been regularly working side by side with our key customer and stakeholders, as an additiv partner at PwC. Anurag is therefore perfect to drive both our new platform and partnership development to support WaaS and to realize the opportunity this brings to increase financial inclusion and education. Everyone in the APAC team is delighted to have him on board.”

Anurag is passionate about equal opportunity through education and serves in the finance and fund-raising committees of the Dyslexia Association of Singapore in his leisure time.



About additiv

Established in 1998, additiv partners with leading companies across the world to help them capitalize on the possibilities of digital wealth and investment management.

additiv’s embedded finance operating system, DFS®, is an orchestration layer enabling financial institutions to access new distribution channels through a Banking-as-a-Service (BaaS) model.  It also allows banking and non-banking providers to embed wealth services into their client proposition. While it supports wealth managers looking for best-in-class Software-as-a-Service (SaaS) to deliver better engagement at greater scale.

Headquartered in Switzerland, with regional offices in Singapore, UAE, Germany and Kenya, additiv is supported by a global ecosystem of partners.

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Emma Wadey

+33 631 54 68 07

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