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Moneyfarm

“Can Moneyfarm become the white-label digital wealth management OS for large European financial institutions seeking a scalable B2B2C investment proposition?”

Founded2011
HQLondon, UK (with offices in Milan and Cagliari, Italy)
FoundersPaolo Galvani, Giovanni Daprà
Total raised~£180m+
Latest roundSeries D, 2022
IndustryFintech / Investment
The story

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.

Last 12 months
2024
Product timeline
2011
Founded in Milan, Italy by Paolo Galvani and Giovanni Daprà as a digital wealth management / robo-adviser.· pivot
2016
Launched UK operations, becoming one of the first digital wealth managers regulated by the FCA in the UK.· banking
2018
Launched digital Self-Invested Personal Pension (SIPP) in the UK.· banking
2019
Raised £36m Series C; partnered with Poste Italiane to launch PosteFuturo Investimenti — described as the largest API-based digital wealth management partnership in Europe.· acquisition
2022
Raised £44.1m Series D led by M&G; signed B2B2C deal for M&G to use Moneyfarm's technology to create its own branded investment proposition.· pivot
2022
Partnered with eToro to provide tax-efficient investing (ISA) solutions to eToro's UK customers.· banking
2024
Deepened eToro partnership with an integrated app for web and mobile, streamlining the signup process.· pivot
Regulated entities
2
regulatory licences held by Moneyfarm
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
2 layers disclosed in Moneyfarm’s embedded-finance stack
Open banking
Yapily
Investing
in the full report
Accounting gap: minor
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.