Arta is still small compared to private banking operations at legacy corporations. Following its opening to all U.S. accredited investors in October 2023 after being invite-only for two years, it onboarded thousands of clients and grew assets under management to hundreds of millions of dollars. For comparison, J.P. Morgan Private Bank has $2.4 trillion in assets under management.
Also read: How J.P. Morgan is positioning itself as the go-to banker for Silicon Valley startups
When Arta launched in Singapore, it released a campaign using social media, events marketing, community activation, product-led growth and digital out-of-home advertising that aimed to differentiate the brand to working professionals rising in their careers. Arta often posts financial advice and thought leadership specific to its clientele’s wealth-building needs on its social media accounts.
Ad Age spoke with Chan about more 2025 goals, how AI can play a role in financial services and her plan to make Arta more mainstream.
This interview has been lightly edited and condensed.
What inspired Arta’s decision to have a chief marketing officer for the first time?
The role of chief marketing officer in any company implies you have multiple types of go-to-market promotions, business streams and geographies. Over the past three years, we’ve expanded out to have that. Now we’re at the stage where we can start thinking about connections between our product and users.
We have always had aspirations of being a global platform. We launched globally two months ago via Singapore and it’s been incredibly validating to note that our platform has global governance. We’re thinking about what the next stage is now.
What are your 2025 goals now that you have a global footprint?
We’re trying to grow out of this niche product to something that is much more mainstream and well-established. Some of this requires establishing a very strong, trustworthy brand. Some of it requires taking some of the lessons that we’ve learned running consumer technology products and applying that to something that is more old-school financial services industry. Cracking problems within that related to customer acquisition, costs and ROI is a big goal.
My personal goal is making wealth management and investments more relevant to people. That’s a huge challenge for us and something I hope we’re going to solve over the next couple years to come.
From a marketing perspective, how is the brand looking to become more mainstream?
There’s this idea that sophisticated finance has always been out of reach of people and if you want to get access, you have to get a bunch of money and you have to know someone. In order to make wealth building more mainstream, you have to break down some of those barriers, and some of it is in education about what asset classes can do and how you might want to think about them as part of your portfolio.
Our second thing is breaking down this gatekeeper model…
Read More: Arta Finance CMO Melissa-Ann Chan on AI in private banking
