What FinaMaze does

FinaMaze Ltd is a privately held, Abu Dhabi-based asset management firm that operates an AI-powered platform delivering personalized investment portfolios to individual investors. The company's core product, Smartfolios, is generated and continuously rebalanced by AI systems that codify two Nobel Prize-recognized financial frameworks — Markowitz's Modern Portfolio Theory (1990) and Thaler's Behavioral Finance (2017) — into portfolio construction and risk optimization. The platform also offers Diversified Smartfolios for broad market exposure, a structured Investment Pyramid module organized by risk and objective, and Risk Solutions that automatically rebalance portfolios during market downturns or crisis events. Portfolios are supervised by professional asset managers and a board of directors under a "human-guided AI" model.

The firm distributes its services through a product-led growth (PLG) model: retail users sign up, fund accounts, and invest in Smartfolios via a self-serve web platform (finamaze.com) and native iOS and Android applications, with on-demand consultations bookable through Calendly. The business monetizes through recurring asset management fees on AUM. FinaMaze holds the Financial Services Category 3C license — the highest tier for asset management — from the Financial Services Regulatory Authority in the Abu Dhabi Global Market (ADGM), making it a fully regulated entity operating from a recognized international financial free zone. Its disclosed geographic focus is the Middle East, with earned media coverage in regional outlets such as Sky News Arabia, Bloomberg Sharq, Dubai One, Dubai Eye, The National, Arabian Business, Gulf News, Zawya by Refinitiv, and The FinTech Times.

The company is founder-led, with Mehdi El Amine Fichtali serving as Founder and CEO. It was founded in 2017 (per firmographic data), operates with 11–50 employees, and has not disclosed a meaningful institutional funding round, AUM, or revenue figure. Its 2023 recognition as Best AI Robo Investment Provider of The Middle East underscores its regional positioning, while the global robo-advisory market context (estimated at $10.84B in 2024 with a projected 32.51% CAGR through 2034) frames the addressable opportunity it competes within.

Name

FinaMaze

Legal name

FinaMaze Ltd

Website

https://Www.finamaze.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

FinaMaze is an AI-powered, ADGM-regulated asset management platform based in Abu Dhabi that builds, rebalances, and oversees personalized investment portfolios (Smartfolios) for individual retail investors across the Middle East, monetizing via recurring AUM-based fees.

Ownership category

akta.pro rank

Product category

AI Robo-Advisory / Digital Wealth Management

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Goal-Based & Micro-Investing Platforms (Round-ups, Fractional) (FSAGAEAG)

akta.pro secondary industry

Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)

Keywords

• AI asset management
• Robo-advisory services
• Wealth management platform
• Portfolio management
• Investment advisory

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Asset Management Fees: Platform generates revenue through asset management services, charging fees on assets under management. The company holds Financial Services category 3C license (highest tier for asset management) in Abu Dhabi Global Market.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

FinaMaze is an AI-powered asset management firm that delivers automated wealth management and risk management solutions to individual investors. Its offerings include personalized AI-managed portfolios (Smartfolios), diversified portfolio products, an investment strategy framework (Investment Pyramid), and AI-driven risk solutions, all built on Nobel-prize winning financial theories and distributed through web and mobile platforms.

Product overview

FinaMaze is a smart Asset Management Platform that leverages cutting-edge artificial intelligence to build, rebalance, and oversee investment portfolios. The core product is Smartfolios—an AI-driven recommendation engine that generates hyper-personalized investment strategies. These are complemented by Diversified Smartfolios (providing broad market exposure), the Investment Pyramid (a structured investment hierarchy), and Risk Solutions (AI-powered risk controls that trigger automatic rebalancing during market downturns). The platform combines Nobel Prize-winning financial models (Modern Portfolio Theory and Behavioral Finance) with human oversight from global banking professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Smartfolios AI-powered personalized investment portfolios that apply Nobel-prize winning financial theories—Markowitz's Modern Portfolio Theory and Thaler's Behavioral Finance—to optimize asset allocation for individual investors seeking automated wealth management.
• Diversified Smartfolios Diversified AI-managed portfolio products that spread investments across multiple asset classes to reduce concentration risk and deliver broad market exposure with AI-driven optimization for individual investors.
• Investment Pyramid Tiered investment strategy framework that organizes investment approaches based on risk and return profiles, helping individual investors align portfolios with different stages of wealth accumulation and risk tolerance.
• Risk Solutions AI-driven risk management products that monitor and adjust portfolio risk exposure, providing downside protection and risk-adjusted return optimization for investors concerned with portfolio risk.

Quantifiable outcome

• AI-risk controls kick in quickly in response to market trends: investor funds are rapidly rebalanced and diversified when necessary to counteract rapid downturns or crisis events

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Betterment: Betterment is a leading US-based robo-advisor offering AI-driven personalized portfolio management, goal-based planning, and automated rebalancing to retail investors. Closely comparable product model, though US-focused, making it a benchmark for FinaMaze's playbook at scale.
• Wahed Invest: Wahed Invest is a global halal-focused robo-advisor headquartered in the UAE that serves retail investors across the Middle East with automated, Shariah-compliant portfolios. Closely comparable in geography, customer segment, and automated portfolio offering.
• Sarwa: Sarwa is a UAE-based digital wealth management and robo-advisor offering personalized investment portfolios to retail investors in the MENA region. Directly comparable to FinaMaze in target customer (MENA retail), product (AI-personalized portfolios), and regulatory geography (ADGM/DIFC).
• Wealthfront: Wealthfront is a US-based automated investment platform providing AI-driven portfolio management, tax-loss harvesting, and financial planning tools. Comparable automated wealth platform model for retail investors and a useful comp on scaling tech-led asset management.
• Empower (formerly Personal Capital): Empower combines a digital wealth management platform with human advisor support for retail and HNW investors. Closely comparable hybrid AI + human advisor model that FinaMaze explicitly markets, particularly on the human-guided AI angle.

Regional players

• Nutmeg: Nutmeg is a UK-based digital wealth manager offering automated, goal-based investment portfolios to retail clients. Comparable product (robo-managed portfolios) and retail audience, with a different geographic footprint.
• StashAway: StashAway operates a digital wealth management platform with explicit MENA presence (UAE), offering automated index-portfolio investing to retail clients. Same automated-wealth product category and overlapping MENA retail customer base.
• Moneyfarm: Moneyfarm is a UK/Europe-based digital wealth manager providing personalized, AI-assisted investment portfolios with optional human advisor support. Closely comparable hybrid model — automated portfolio management augmented by human advice — for retail investors.

Emerging players

• Acorns: Acorns is a micro-investing platform that rounds up purchases and invests spare change into diversified portfolios for retail users. Comparable retail-first, goal-based, and frictionless onboarding approach to investing — overlaps with FinaMaze's PLG Smartfolios motion.

Broad incumbents

• Charles Schwab Intelligent Portfolios: Schwab's Intelligent Portfolios is an automated investment offering within Charles Schwab's broader wealth platform, providing algorithmically managed portfolios to retail clients. Relevant broad incumbent benchmark for institutional-scale robo-advisory competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FinaMaze
• Facebookfacebook.com/FinaMaze-102098672310594

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FinaMaze