“Can Moneyfarm become the white-label digital wealth management OS for large European financial institutions seeking a scalable B2B2C investment proposition?”
Founded in 2011 in Milan as a direct-to-consumer robo-adviser, Moneyfarm expanded to the UK in 2016 and built a regulated investment management platform covering ISAs, GIAs, SIPPs, and ESG portfolios. From 2019 onward it pivoted strongly toward a B2B2C model — licensing its investment technology and APIs to large financial institutions (Poste Italiane, M&G, eToro) to power their own branded wealth management propositions. This embedded wealth-as-a-service strategy has become central to its growth thesis, with the Moneyfarm Partners developer portal offering Total Wealth Manager APIs for onboarding, portfolio management, and pension consolidation.
Moneyfarm connects to bank accounts through Yapily.
Moneyfarm's investing and wealth products are powered by MFM Investment Ltd (in-house).
The Embedded Finance Index 2026 maps 2 layers in Moneyfarm's stack: Open banking (Yapily); Investing (MFM Investment Ltd (in-house)).
Moneyfarm was founded by Paolo Galvani and Giovanni Daprà and is founded in 2011, headquartered in London, UK (with offices in Milan and Cagliari, Italy).
Moneyfarm has raised ~£180m+ in total (latest round: Series D, 2022).
Get a read on where your own stack stands against Moneyfarm and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.