Best White Label Robo-Advisor Platforms and Providers (2024)

Toni Nasr, CFA, FRM

As the interest in automated investing services continues to grow, financial institutions seeking to enter this market are presented with a valuable opportunity: white label robo-advisor platforms. These turnkey solutions offer a cost-effective and efficient way for advisors, startups, and financial institutions to establish their own robo-advisor service without the need for extensive development. By leveraging a white label robo-advisor platform, they can provide their clients with a high-quality, user-friendly investment experience while avoiding the overhead and risks associated with building a platform from scratch.

In this article, we will provide a comprehensive guide to help you create your robo-advisor with a white-label solution.

We will explore the top white-label robo-advisor providers, highlighting their strengths and differentiators. We will also discuss the key features to consider when selecting the right provider, and evaluate available market solutions to help you make an informed decision. Additionally, we will examine the benefits and drawbacks of white label solutions, ensuring that you have a well-rounded understanding of the opportunities and challenges involved.

So, whether you are just starting out, or want to learn more about white label robo-advisors, keep reading to find out more!

What is a White Label Robo-Advisor?

A white label robo-advisor platform is a ready-made solution offered by a third-party provider that allows financial institutions to rebrand and customize the service as their own. It streamlines the process of launching a robo-advisor service, eliminating the need for institutions to build the technology from scratch. By using a white label platform, institutions can focus on their core competencies, such as client engagement and marketing, while entrusting the investment and portfolio management tasks to the platform.

Best White Label Robo-Advisor Providers

  • TradingFront: Provides a comprehensive white label robo-advisor solution that is fully customizable. You can brand the platform with your own logo, colors, and fonts. The subscription fee is fixed at $100 per month, covering the first 100 accounts or the first $10M AUM.
  • ETFmatic: Provides a variety of partnership models that can be customized to meet the specific requirements of businesses looking to provide online investment management services. Their partnership models include White Label, Hybrid, API Integration, and SaaS, so you can choose the model that best suits your needs.
  • Saxo Bank: Over 20 years of experience in white labeling, providing tailored off-the-shelf and customized solutions that allow licensed financial institutions to expand their product offerings while maintaining full client control.
  • Bambu GO: Offers a customizable white label robo-advisor solution with an easy onboarding process and automated portfolio management tools. It is also affordable at just $99 per month, making it accessible to startups of all sizes and budgets.
  • Investify TECH: White label provider for financial institutions that offers customization options for branding, client onboarding, risk profiling, portfolio generation, and reporting to help firms differentiate their digital offering.
  • Gambit: A fintech offering a white-labeled B2B robo-advisor solution that helps financial institutions offer their clients a seamless and personalized investment experience. It focuses on integrating with clients' existing operations, technology, and analytics to create a seamless experience for end users.

1# TradingFront

  • Ideal for: US fintechs and US Registered Investment Advisors (RIAs)
  • Demo available: Yes
  • Tech & IT support: Yes
  • White branding fee: $100 monthly for the first 100 accounts or the first $10M AUM

TradingFront provides a comprehensive white label robo-advisor solution to help financial advisors and wealth management firms launch their own branded digital advisory service. The platform is fully customizable, allowing you to brand the platform with your own logo, colors, and fonts.
You can fully customize the investor questionnaire to align with your investment philosophy and generate portfolios that fit your asset allocation models. TradingFront's fully digital onboarding process simplifies client paperwork through easy-to-use digital forms for account opening and maintenance. The intuitive interface facilitates client onboarding, enabling them to upload documents and complete applications with ease.

As for portfolio management, TradingFront offers automated rebalancing to keep client portfolios aligned with targets based on your custom models. It provides tools to review portfolio drifts, rebalance history, and trade details before execution. You have the flexibility to rebalance individual accounts, account groups, or the entire book.

TradingFront Dashboard

In addition, TradingFront provides an integrated CRM with built-in tools to manage client relationships, record interactions, create reminders, and organize critical client data. You can also white-label their mobile app, which provides a compelling digital client experience with full functionality features that include data aggregation, instant ACH authentication funding, performance reporting, document center and tax reports, direct messaging, and two-step security.

Furthermore, TradingFront supports various account types, including individual accounts, joint accounts, retirement accounts (such as Traditional IRA, SEP IRA, Roth IRA, Rollover IRA), trust accounts, and UGMA/UTMA. The platform subscription fee is fixed at $100 per month, covering the first 100 accounts or the first $10M AUM. Then, you can choose between two pricing options:

  • Account-based pricing: The first 100 managed accounts are free, and thereafter, the price is a maximum of $1.5 per account per month based on the number of managed accounts.
  • AUM-based pricing: The first $10 million is free, and thereafter, the price is a maximum of 8 basis points per year based on the average daily AUM.
  • TradingFront is currently available to US-based firms, with plans to expand its services to non-US firms in the future.

#2 ETFmatic

  • Ideal for: European fintechs
  • Demo available: No
  • Tech & IT support: Yes
  • White branding fee: Basic, Standard and Premium plans, but fees not disclosed

ETFmatic is a well-known European robo-advisor that also offers a B2B engine targeting digital wealth management. This engine enables any business to offer online investment management services to any range of customers they choose. ETFmatic provides a range of partnership models to meet the specific needs of its partners, including White Label, Hybrid, API Integration, and SaaS.

With White Label, you can launch your own free-standing, self-branded robo-advisor, with customized Android, Apple, and Web applications developed and managed by ETFmatic.

Hybrid lets you offer seamless robo-advisory services through your own front end by way of API integration. This enables you to own the product's look and feel and add it to your existing offering.

API Integration offers the ability to incorporate a white label robo-advisor that your customers can access via the existing portal without having to go through an additional onboarding process.

SaaS gives the option to incorporate digital wealth management services into existing offerings by licensing ETFmatic's technology stack.

ETFmatic provides a range of portfolio creation options, including currencies, asset allocation, weights, and rebalancing. These options allow you to create customized portfolios that meet the specific needs of your clients. ETFmatic's modular pricing structure enables you to select only the services you require, ensuring you only pay for the features you need. This pricing structure also allows you to quickly and easily scale your digital wealth management offering to meet the changing needs of your business.

ETFmatic B2B offering

You can carry out a variety of regulated activities through ETFmatic's technology stack, including holding client money, arranging investment deals, safeguarding and administering assets, and more. As a partner of ETFmatic, you can operate under your own regulatory approvals or under ETFmatic/Aion's license, which can be used in 32 European countries in addition to a banking license. This means you can implement your service and get up and running quickly. As a result, we believe that ETFmatic is an ideal choice for European fintech businesses looking to enter the European robo-advisory market.

#3 Saxo Bank

  • Ideal for: Established international financial institutions
  • Demo available: No
  • Tech & IT support: Yes
  • White branding fee: Not disclosed

Saxo Bank is a leading provider of white-label trading solutions and technology for capital markets. It offers a range of products and services for banks, brokers, fintechs, insurance companies, and wealth managers. Saxo Bank's wealth management platform provides a one-stop digital wealth management solution for self-directed, advisory, and discretionary mandates. The bank currently serves over 120 banks and brokers, in addition to over 300 financial intermediaries.

SaxoPartnerConnect is a system that allows partners to link all of their business operations, such as advisory, portfolio management, client fee management, client reporting, asset servicing, and cash servicing, with the option of using white-labeled or co-branded platforms.

With SaxoInvestor, partners can cater to retail investors with a user-friendly app that simplifies diversification and the creation of managed and self-trading portfolios across cash products. The model manager tool allows for efficient management of a large number of clients, enabling partners to create model portfolios and distribute investment models for both discretionary and advisory solutions.

SaxoPartnerConnect Dashboard

Saxo Bank's white-label solution offers a comprehensive range of trading and investment services, from execution to post-trade. They also provide daily account management and operational support through prime services and 24/7 IT maintenance, ensuring that their partners can rely on the platform to be up and running without technical issues. Saxo Bank publishes online case studies on how it has helped clients meet their specific needs.

#4 Bambu GO

  • Ideal for: International financial advisors and startups with low budget
  • Demo available: Yes
  • Tech & IT support: Yes
  • White branding fee: $99 per month

Bambu GO is a fintech company that specializes in offering digital solutions designed to help financial institutions attract an untapped digital audience. Their simple yet powerful white-label robo-advisor platform solution requires no technical expertise, and is affordable, making it accessible to advisors and startups of all sizes and budgets. It focuses on reducing time and costs, and scaling the business offerings to reach a new client base. Bambu GO collaborated with Crossbridge to launch Singapore's first robo-advisor platform in 2016, and they take pride in having clients on every continent, except Antarctica.

Their Connect plan, priced at just $99 per month, provides a non-transactional digital lead generation tool. It gives advisors a customizable dashboard to manage prospects and capture qualified leads. The robo-advisor functionality allows advisors to generate financial plans and target prospects through customizable branding, goals, and model portfolios. Their upcoming Transact plan will offer a fully transactional robo-advisor with integrations to brokers, custodians, payment systems, and KYC providers. It will provide advisors with a dashboard to manage both prospects and clients, generate new leads, and obtain reports.

The Bambu GO advisor interface is user-friendly and allows advisors to personalize and customize it with their own branding, preferred goals, and model portfolio. Bambu GO also enables partners to capture lead information, such as financial goals, risk tolerance, investment preferences, and contact details, and prioritize qualified investors with smart lead filtering. On the other hand, the investor experience on Bambu GO is personalized to help generate financial plans for clients' goals and capture leads at scale. The platform provides an easy investor onboarding process, a goal-based planning tool to understand clients' financial goals and needs, and a financial plan generator that automatically creates investment recommendations for clients. Partners can then get in touch with qualified leads to bring the financial plan to life.

#5 Investify TECH

  • Ideal for: International businesses looking for advanced features
  • Demo available: Yes
  • Tech & IT support: Yes
  • White branding fee: Not disclosed

Investify TECH is a Luxembourg-based fintech company that offers a white-label robo-advisor solution to financial institutions such as banks, asset managers, and insurance companies. The platform provides digital investment advice and portfolio management solutions to clients, enabling them to invest in a range of asset classes, including equities, bonds, and ETFs. The platform is standardized and highly adaptable, allowing for customization of frontend designs, flows and processes, reports and documents, asset and portfolio management, and price structure, among others.

The platform offers flexible asset management that allows partners to customize their portfolios. They can use the platform's model portfolios, develop their own portfolios with a renowned asset manager, or use the marketplace to access model portfolios from renowned asset managers.

The platform covers a wide range of product classes, including shares, ETFs, bonds, funds, certificates, and illiquid products. It also includes features such as sustainability requirements (ESG, SDG, Look Through, etc.), an optional core-satellite approach (mass customization), and fitting algorithms for easy portfolio individualization.

Investify TECH - White Label Platform

The platform allows clients to monitor their investments, track their performance, and adjust their portfolio as needed. The company's solution also includes a variety of reporting and compliance features, such as Know Your Customer (KYC) and Anti-Money Laundering (AML) processes, to ensure regulatory compliance. Other features include self-service onboarding, end-customer portals/apps or APIs, smart reporting, custodian bank connection, CRM and analysis tool, regulatory, and easy daily run.

Investify TECH also offers ongoing support and maintenance to ensure that the platform is up-to-date and compliant with regulatory requirements. You can schedule a demo with one of their representatives to get a live experience of the platform and its processes.

#6 Gambit

  • Ideal for: European businesses looking for advanced features
  • Demo account available: Yes
  • Tech & IT support: Yes
  • White branding fee: Not disclosed

Gambit is a European fintech offering a white-labeled B2B robo-advisor solution that helps financial institutions offer their clients a seamless and personalized investment experience. Through a simple and interactive user interface, clients can create their risk profile, select portfolios that match it, compare simulations, and track their investments digitally. Gambit's discretionary management solution can be implemented in a few months, making it a quick and easy way to add robo-advisory services to your business.

Gambit's digital onboarding ensures that customers are verified and that their risk profiles are compliant with MIFID regulations. This includes taking into account their risk aversion, perception, financial situation, and financial literacy. The entire process is designed to be smooth, interactive, and includes elements of gamification. Gambit optimizes and automates portfolio management based on the investment strategy and product universe. The platform allows for personalization and adapts to different client segments, allowing clients to plug in preferences and constraints for a greater level of granularity and perceived personalization of their portfolios. Clients can test any portfolio with virtual money before investing real money, which allows them to familiarize themselves with the platform's features without putting real money at risk.

Gambit Mobile App

Gambit also includes interactiveness through newsfeed and chat functionalities to maintain an interactive and human exchange with customers. A dashboard also gives advisors an overview of their clientele and actions they could take to improve client interaction.

The company has several notable use cases, including BNP Paribas, Birdee, and Keytrade Bank. BNP Paribas uses Gambit's platform to automate portfolio management while maintaining a personal touch for its clients. Birdee, a European robo-advisor and Gambit subsidiary, leverages Gambit technology to offer a B2C platform that allows anyone to invest in a discretionary investment solution. Keytrade Bank partnered with Gambit to develop and implement a portfolio optimization algorithm, which was then rolled out on their new investment platform called KeyPRIVATE.

These partnerships demonstrate Gambit's ability to provide flexible, customizable, and scalable solutions that meet the needs of various financial institutions and wealth managers.

Factors to Consider When Choosing a White Label Robo-Advisor Platform

Launching a white label robo-advisor platform requires careful consideration of the service provider and technical features to ensure a successful partnership. Conducting due diligence and selecting a reputable and reliable provider are crucial to the platform's success. Here are some essential factors to consider when selecting a white label robo-advisor provider:

  • Customization: Your white label robo-advisor platform should be fully customizable to your brand and design preferences. This includes the ability to use your own logo and branding, as well as the ability to customize the user interface to match your brand's look and feel.
  • Features and functionality: Think about the features and functionality that the white label robo-advisor platform provides. For example, you might need to check the features related to digital onboarding, investor profiling, goal definition, pension simulation, model portfolio, advisor dashboard, newsfeed, reporting, recommendation, projection, and historical performance, among others.
  • Investment offerings: Verify that the platform provides access to the asset classes you wish to provide to your clients as part of your portfolio offerings.
  • Compliance and security: Your white label robo-advisor provider should meet strict regulatory compliance and security standards to protect your clients' data and investments. Ensure that the platform provides compliant KYC and AML processes, as well as data encryption, secure storage, and other security measures.
  • Scalability and flexibility: Your white label robo-advisor platform should be scalable and flexible to meet your evolving business needs. Ensure that the platform can easily integrate with your existing systems and can handle increasing volumes of clients and transactions over time.
  • Support and maintenance: Consider the level of support and maintenance that the white label robo-advisor provider offers. Ensure that the provider offers ongoing support and maintenance to ensure that the platform remains up-to-date, compliant, and meets the latest regulatory standards.
  • Costs: The costs of white label solutions vary, so it's essential to compare prices before making a decision. Ensure that the provider's pricing model aligns with your budget and business goals.

What is the Cost of Establishing a White Label Robo-Advisor?

The cost of establishing a white label robo-advisor platform can vary depending on several factors, including the provider you choose, the level of customization required, the features and functionality you need, and the regulatory requirements in your jurisdiction.
Typically, the costs associated with establishing a white label robo-advisor platform can include:

  • Set-up fees: These fees are charged by the provider for the initial set-up of the platform and can include costs for customization, integration with existing systems, and data migration.
  • Ongoing fees: These fees can include platform usage fees, license fees, and maintenance fees, which are typically charged on a monthly or annual basis. This may change depending on the number of accounts or the assets under management (AUM).
  • Development and integration costs: If custom integration is required with other financial systems, such as core banking, custodian or compliance and monitoring tools, or if a specific module or feature needs to be developed and integrated into the platform, additional development costs may apply.
  • Marketing and distribution costs: Depending on your business strategy, you may need to allocate resources for marketing and distribution, such as digital advertising, content creation, or working with a third-party sales team. These costs are typically not paid to the white label service provider.

It's important to note that the costs associated with establishing a white label robo-advisor platform can vary significantly depending on the provider and the level of customization required. Therefore, it is important to conduct thorough due diligence and compare prices from multiple providers to find the one that best meets your business needs and budget. It is worth noting that our list of the best white label robo-advisor platforms includes some platforms that offer services starting at $100 per month.


In conclusion, white label robo-advisor platforms are a cost-effective and scalable solution for financial institutions and wealth managers to offer digital investment advice and portfolio management services to their clients. In this article, we have covered some of the best white label robo-advisor platforms on the market, each with its unique features and capabilities.

When choosing a white label robo-advisor platform, it's important to carefully consider key factors such as customization, functionality, compliance, scalability, and support to ensure that the platform meets your specific business needs and budget. Be aware that simply embedding some white label robo-advisor products may not sufficiently differentiate you from competitors since many banks utilize the same generic offerings. Thoroughly evaluate how the platform can be tailored and enhanced to deliver uniquely valuable features and experiences for your prospective clients.

Starting a White Label Robo-Advisor FAQ

What is a white label robo-advisor?

A white label robo-advisor is a robo-advisor that is offered by a third party and rebranded by a financial institution. This allows the financial institution to offer robo-advisor services without having to develop and maintain their own platform.

What are the benefits of using a white label robo-advisor?

There are several benefits to using a white label robo-advisor, including:

  • Faster time to market: You can launch your robo-advisor much faster than if you were to build it from scratch.
  • Reduced costs: White label solutions are typically more cost-effective than building your own robo-advisor.
  • Expertise: White label providers typically have a team of experts who can help you with all aspects of your robo-advisor, from investment management to marketing.
  • Scalability: White label solutions are scalable, so you can easily add new features and functionality as your business grows.

What are the drawbacks of using a white label robo-advisor?

There are a few drawbacks to using a white label robo-advisor, including:

  • Lack of customization: White label solutions are typically not as customizable as building your own robo-advisor.
  • Lack of control: You will have less control over your robo-advisor when you use a white label solution.
  • Security and compliance risks - There are risks related to the security, data protection, and compliance of your partner's platform. You have to ensure they meet your standards.

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