RuDo Wealth, a new data-driven wealthtech platform, has launched in the UAE with a mission to redefine wealth management for the country’s significant population of Non-Resident Indians (NRIs). Backed by $1million in seed funding and licensed by the Financial Services Regulatory Authority (FSRA) under the Abu Dhabi Global Market (ADGM), the platform aims to bring institutional-grade financial advice to a demographic often overlooked by traditional private banks.
The launch addresses a specific “advisory gap” in the market. While the UAE is home to over 3.5 million NRIs—including an estimated 1.4 million white-collar professionals—many find themselves in a financial limbo. They require more sophisticated guidance than what is offered by “do-it-yourself” trading apps, yet they often fall short of the high minimum capital requirements, typically around AED 5million, demanded by traditional private banks.
Democratising access to institutional strategies
RuDo Wealth creates a new middle ground for the “Emerging and Affluent” segment. By leveraging a factor-based investing approach—a strategy usually reserved for institutional investors—the platform optimises risk-adjusted returns while ensuring portfolios remain aligned with a client’s long-term financial goals.
“The UAE is home to more than 3.5 million NRIs, with nearly 40%, over 1.4 million white-collar professionals, falling into the ‘Emerging and Affluent’ segment,” said Alok Kumar, co-founder of RuDo Wealth. “These investors need professional wealth advisory and goal-based planning, not just another DIY investing app or product-selling broker. Yet they don’t meet the AED 5million+ minimums for private banking. RuDo Wealth bridges this ‘advisory gap’ with a transparent, goal-based, cross-border wealth platform that delivers institutional-grade strategies at accessible pricing.”
A tiered model for every wealth stage
To ensure accessibility, the platform operates on a transparent three-tier advisory model. The ‘Digital Advisory’ tier starts at a fee of just 0.25 per cent, providing automated, data-driven portfolio management. For investors with more complex cross-border planning needs, the ‘Personal Advisory’ tier, starting at 0.50 per cent, adds access to a dedicated human advisor.
For high-net-worth individuals with portfolios exceeding AED 500,000, RuDo offers its ‘Elite Wealth Advisory’. In a move to align incentives, this tier introduces a performance-aligned fee structure, ensuring that the advisor’s fees are directly tied to the positive outcomes of the client’s investments—a rarity in the region’s wealth management industry.
Removing bias and hidden costs
The platform positions itself as a “purpose-built wealth platform” rather than a robo-advisor, emphasising the removal of financial noise and conflict of interest.
“The wealth industry hasn’t evolved for today’s global NRIs,” commented Masooma Elahi, co-founder of RuDo Wealth. “They deserve access to institutional-grade advice without bias, complexity, or hidden costs. RuDo empowers them to invest intelligently, across borders, with clarity and confidence.”
In addition to its ADGM license, RuDo is a SEBI-registered Registered Investment Advisor (RIA). This dual regulatory footing allows the company to offer a truly integrated cross-border ecosystem, with plans already underway to launch a forthcoming offering for the Indian market.
By combining liquidity, diversification, and performance without the friction of legacy banking, RuDo Wealth is betting that a transparent, tech-first approach will resonate with the region’s upwardly mobile expatriate community.
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