EFG Hermes, a leading investment bank in the Middle East and North Africa (MENA) and a subsidiary of EFG Holding, has joined forces with Danish digital wealth manager Kenzi Wealth to launch a new risk-based portfolio advisory service. The offering, branded as One Advisor, is designed to deliver highly personalized, risk-optimized investment strategies that aim to help clients grow and protect their wealth amid today’s volatile global markets. Integrated into the EFG Hermes ONE app, One Advisor targets self-directed investors who seek greater confidence and control over their portfolios in a rapidly shifting financial landscape.
Partnership and One Advisor rollout
The collaboration between EFG Hermes and Kenzi Wealth represents a strategic step in expanding access to sophisticated portfolio management tools that were previously confined to private banks and elite clients. The new service is designed to bridge the gap between advanced, institution-grade analytics and everyday investor decision-making, making professional-grade portfolio guidance more broadly available. By embedding One Advisor directly within the Global Markets edition of the EFG Hermes ONE app, the solution becomes an integral part of a familiar digital ecosystem for existing clients while presenting a clear value proposition to new users. The rollout emphasizes a seamless digital experience, enabling users to engage with a robust risk-based framework without the need for in-person consultations or highly specialized onboarding.
The partnership underscores a shared vision: to empower investors with intelligent guidance that preserves their autonomy. Rather than prescribing a fixed set of trades, One Advisor provides insights and structured recommendations that help clients understand risk, rebalance when appropriate, and navigate market uncertainty with greater confidence. The emphasis on empowerment reflects a broader industry trend toward client-centric advisory models that pair automation with human oversight, ensuring that digital tools augment rather than replace individual decision-making. In this context, One Advisor is positioned as a transformative platform that elevates portfolio management standards by combining Kenzi’s technology with EFG Hermes’s market reach and client network.
From a market perspective, the collaboration aligns with the broader objective of democratizing access to sophisticated investment strategies. By translating complex risk analytics into actionable guidance, the service lowers barriers that often deter entry for new or less experienced investors. The integration also signals a commitment to blending digital sophistication with a user-friendly interface, making it easier for clients to initiate and manage complex investment processes. The result is a scalable solution that can grow with client needs while maintaining a clear focus on risk control and long-term wealth objectives.
Product features and capabilities
One Advisor centers on a comprehensive, risk-aware approach to portfolio management that combines real-time analytics, automated monitoring, and client-specific risk preferences. At its core, the service provides an environment where portfolios can be analyzed prior to investment, enabling users to assess potential outcomes under various market conditions. This pre-trade analysis supports more informed decision-making and helps investors understand how diversification choices and allocation shifts may influence overall risk and return profiles.
The platform also emphasizes ongoing portfolio health. Clients receive timely insights and alerts that keep their investments aligned with their stated risk appetite, even as market dynamics evolve. This dynamic oversight is complemented by a robust risk-modeling framework that leverages institutional-grade analytics. While these tools have traditionally been the domain of private banks and high-net-worth clients, One Advisor brings them into a more accessible digital space, ensuring that a wider audience can benefit from sophisticated risk governance.
On the portfolio construction side, One Advisor supports systematic diversification strategies designed to optimize exposure across asset classes, geographies, and risk factors. The rebalancing feature helps investors maintain target risk characteristics and align with long-term goals, reducing the likelihood of drift away from a client’s preferred risk posture. In addition, the service provides guided decision support that helps investors assess when to rebalance, what trades to consider, and how to respond to market shifts without overreacting to short-term volatility. The combination of proactive analysis, continuous monitoring, and actionable recommendations creates a holistic advisory experience that is both rigorous and accessible.
From a user experience standpoint, the onboarding flow is streamlined to minimize friction and accelerate time to value. New clients can complete a fully digital onboarding process that captures essential information about risk tolerance, investment objectives, and time horizon. Existing clients benefit from a quick activation path within the app, allowing them to enable One Advisor with a few clicks. The digital onboarding is designed to be intuitive, ensuring that users with varying levels of investment experience can start leveraging the platform’s capabilities quickly and confidently. The result is a smooth, scalable process that supports rapid adoption and ongoing engagement across the client base.
For investors who have traditionally faced barriers to entry, One Advisor offers a structured framework rooted in financial logic and evidence-based decision-making. The system’s analytical backbone helps demystify complex investment concepts, translating sophisticated risk modeling into practical guidance that investors can understand and act upon. This approach supports more disciplined decision-making, enabling clients to invest with greater clarity, plan more effectively for long-term trends, and maintain resilience in the face of market uncertainty. Overall, the feature set blends automation with rigorous analytics to deliver a modern, powerful portfolio advisory experience.
Risk modeling, analytics, and the client journey
A key differentiator of One Advisor is its reliance on high-caliber risk modeling and analytics that historically have been restricted to the upper echelons of wealth management. By bringing these tools into a digital, user-friendly interface, the platform empowers a broader spectrum of investors to incorporate systematic risk control into their day-to-day investment decisions. The risk framework informs asset allocation decisions, drift monitoring, and rebalancing guidance, with an emphasis on preserving capital and achieving defined objectives across varied market environments.
The client journey within One Advisor is designed to be cohesive and transparent. Clients begin with a thorough risk profiling process that captures their risk tolerance, investment horizon, liquidity needs, and return expectations. This information feeds into personalized portfolio construction logic, which then generates differentiated scenarios and outcome projections. As markets evolve, the platform continuously assesses portfolio risk metrics, providing timely notifications and insights that help clients stay aligned with their risk appetite. The combination of pre-trade analysis, ongoing monitoring, and actionable insights creates a closed-loop advisory experience that supports continuous refinement of investment strategies.
From a governance perspective, the platform adheres to stringent risk controls and operational safeguards. The analytics are designed to be auditable and interpretable, enabling clients to understand how recommendations are derived and how risk is measured across different market regimes. This emphasis on transparency helps build trust and confidence, ensuring that clients remain engaged and informed about the rationale behind portfolio adjustments. The integration with the EFG Hermes ONE app also ensures a seamless, end-to-end experience, where portfolio management tools are accessible within a familiar digital environment that clients already use for other financial activities.
In practice, One Advisor enables a range of actions that support smarter investing. Users can perform portfolio analysis ahead of trades to assess potential outcomes, diversify more effectively by spreading risk across asset classes and regions, rebalance when necessary to maintain target risk levels, and navigate uncertainty with structured, data-driven guidance. The system’s insights aim to strike a balance between disciplined risk management and proactive investment execution, helping clients stay resilient in volatile markets while pursuing their wealth growth objectives. The combined effect is a sophisticated yet approachable advisory solution that elevates the standard of portfolio management for self-directed investors.
Leadership perspectives: empowering investors through smarter guidance
The rollout is anchored in a philosophy that prioritizes client empowerment and informed decision-making. The leadership team emphasizes that the goal is not to replace investor judgment but to illuminate it with precise, data-driven insights. By offering an intelligent, risk-based advisory platform, the service equips clients with clarity and confidence as they navigate the complexities of global markets. The emphasis on empowerment reflects a broader commitment to client-centric finance, where technology enhances decision quality while preserving human judgment and control.
One Advisor is framed as a personalized advisory service built on institutional-grade risk modeling. Its purpose is to guide clients through the intricacies of investing in a broad, interconnected global landscape. Rather than dictating specific buy or sell recommendations, the platform provides a framework for smarter decision-making. Investors gain tools to invest more intelligently, rebalance when necessary, and maintain resilience during periods of market volatility. The design philosophy centers on reducing uncertainty in decision-making and freeing clients to focus on their lives while the portfolio is efficiently and professionally monitored in the background.
By leveraging automated, risk-based advisory capabilities, the service tackles the complexity inherent in modern investing. It aims to streamline processes, improve risk visibility, and deliver timely, actionable guidance that reflects each client’s unique situation. The approach combines algorithmic precision with a human-centric lens, ensuring that the technology complements rather than supplant human intent. The overarching mission is to provide every investor with the clarity, confidence, and tools needed to engage with financial markets effectively and to pursue individual goals. In this sense, One Advisor aspires to redefine the experience of personalized investing by integrating automation with accountability and human insight.
Democratizing access to sophisticated investment tools
A notable strategic objective of this partnership is to broaden access to tools and capabilities that were historically the preserve of ultra-high-net-worth families and institutional clients. One Advisor is designed to simplify decision-making and deliver a structured support framework rooted in financial logic, thereby reducing the barriers that might deter entry into the markets. By translating complex risk analytics into an intuitive, actionable format, the platform democratizes access to a level of advisory sophistication that was once out of reach for many retail investors.
This democratization has several implications for individual investors and the wider market. For clients who may have felt overwhelmed by the volume and velocity of market information, the service provides a clear, rule-based approach to portfolio management. It emphasizes disciplined risk management, consistent monitoring, and disciplined rebalancing strategies that align with long-term goals. By making these capabilities accessible through a digital channel, the platform reduces friction, increases transparency, and fosters greater investor engagement. In addition, the approach supports broader financial literacy by providing explanations of risk concepts and the rationale behind recommended actions, helping clients make informed decisions rather than relying solely on intuition.
From Kenzi Wealth’s perspective, the collaboration with EFG Hermes signifies a major milestone in delivering on a shared promise to expand access to sophisticated investment tools. The partnership seeks to preserve the sophistication of institutional portfolio management while ensuring that the experience remains straightforward and controllable for individual investors. The emphasis on listening to each investor’s story, planning accordingly, and acting with intention reflects a holistic approach to wealth management that combines technology with human judgment. This blend of automation and personalized guidance is intended to empower a wider audience to participate more actively in financial markets, ensuring that their investments reflect their values, preferences, and life goals while remaining aligned with objective risk controls.
Availability, onboarding, and user journey
At present, One Advisor is available exclusively through the Global Markets edition of the EFG Hermes ONE app. This targeted rollout ensures that the feature reaches a critical mass of users who can benefit from its advanced analytics within a familiar trading and investing environment. Existing clients can activate One Advisor through a quick, in-app process that requires minimal steps, enabling a fast path from interest to active usage. For new clients, access to One Advisor begins with opening a global market account through a fully digital onboarding experience. The onboarding flow is designed to be efficient and user-friendly, capturing essential preferences and risk parameters while guiding new users toward a personalized advisory setup.
The onboarding and activation pathways are designed to be scalable, accommodating growing interest as more clients discover the benefits of risk-based portfolio management. The digital nature of the process reduces onboarding time, enhances consistency, and ensures that clients receive a uniform standard of service from the outset. By integrating onboarding with the One Advisor experience within the app, the platform minimizes the potential for friction and ensures a cohesive user journey from account creation to ongoing advisory interactions.
This availability strategy reflects a broader objective to embed professional-grade portfolio advisory capabilities into mainstream digital banking and wealth-management experiences. By doing so, EFG Hermes and Kenzi Wealth aim to foster broader engagement with sophisticated investment practices, encouraging clients to adopt more robust risk-aware strategies as part of their everyday financial routines. The approach is designed to promote steady adoption, strong user satisfaction, and continued utilization of One Advisor as clients advance along their investment journeys.
Strategic significance and market impact
The partnership and the launch of One Advisor carry significant implications for the competitive landscape in MENA wealth management and digital investing. By combining EFG Hermes’s regional leadership and client base with Kenzi Wealth’s technological capabilities, the collaboration creates a differentiated value proposition that centers on risk-aware automation and accessible sophistication. This positions the joint offering as a compelling alternative for self-directed investors seeking professional-grade guidance without the constraints of traditional private-banking models.
From a strategic standpoint, One Advisor signals a broader shift toward hybrid advisory models that blend automated insights with human oversight and personal accountability. The platform’s emphasis on clarity, confidence, and control aligns with investor preferences for transparency and empowerment, particularly in a market environment characterized by volatility and rapid change. For EFG Hermes, this initiative reinforces its commitment to innovation-driven growth and to delivering value through digital transformation, while expanding its ability to serve a broader spectrum of investors beyond the traditional private-client segment. For Kenzi Wealth, the collaboration provides a scalable platform to showcase its technology and analytical capabilities on a regional stage, enabling the firm to extend its reach and demonstrate how institutional-grade tools can be packaged for mass-market use.
The market-wide implications include the potential for improved risk governance across retail portfolios and a higher standard of portfolio management practices. As more investors gain access to structured, data-driven guidance, there could be a shift toward more disciplined investment behaviors, better diversification, and more timely responses to market movements. In turn, this could influence product development trends, with more financial institutions exploring risk-based, advisory-centric models that marry automation with personalized strategy. The resulting ecosystem would emphasize user-centric design, robust risk analytics, and scalable onboarding processes that support broad adoption while maintaining high standards of oversight and accountability.
Roadmap and future considerations
Looking ahead, the One Advisor initiative may serve as a blueprint for expanding access to advanced portfolio management capabilities within digital banking ecosystems. Potential enhancements could include expanding the range of asset classes supported, refining risk-modeling parameters to reflect evolving market dynamics, and introducing additional layers of customization that cater to diverse investor profiles and goals. As the service matures, regular updates to analytics, scenario modeling, and rebalancing logic are likely to strengthen its value proposition and ensure continued alignment with user expectations.
The continued evolution of One Advisor could also address regulatory considerations, data privacy, and security enhancements, reinforcing user trust as more clients engage with sophisticated advisory tools. By maintaining a strong focus on transparency, explainability, and user control, the platform can safeguard client interests while delivering actionable insights that improve decision quality. The roadmap may further explore integrations with other EFG Hermes services, enabling a more interconnected ecosystem where risk-based advisory capabilities complement research, execution, and advisory relationships across the firm’s suite of offerings.
Conclusion
In summary, the partnership between EFG Hermes and Kenzi Wealth to launch One Advisor represents a landmark development in risk-based portfolio advisory within the MENA region. The solution brings institutional-grade risk modeling and analytics into a streamlined, user-friendly digital experience embedded in the EFG Hermes ONE app. By enabling pre-trade portfolio analysis, robust diversification, proactive rebalancing, and continuous risk monitoring, One Advisor empowers self-directed investors to manage uncertainty with confidence while maintaining control over their investment decisions. The initiative also aims to democratize access to sophisticated tools that were once confined to elite investors and institutions, aligning with broader trends toward inclusive, technology-driven wealth management.
The leadership teams emphasize that the platform is designed to enhance clarity and decision-making rather than supplant it, reinforcing the goal of empowering clients to invest smarter and stay resilient in changing markets. Through this collaboration, EFG Hermes and Kenzi Wealth seek to redefine personalized investing by combining automation with human judgment, accountability, and tailored guidance. The initiative signals a new era of portfolio advisory that prioritizes accessibility, sophistication, and practical applicability for a wide range of investors who aspire to grow and protect their wealth in today’s dynamic global markets.