WHG

What WHG does

WHG (Wealth High Governance Holding de Participações S.A.) is an independent Brazilian Asset and Wealth Management firm headquartered in São Paulo's Itaim Bibi district, with operations also extending to a New York research office established in 2025. The company serves ultra-high-net-worth individuals and families with minimum investment thresholds starting at R$ 20 million, plus institutional clients such as pension funds, endowments, and family offices, organized into tiered client segments up to and above R$ 100 million in global investments. XP Inc. holds a 49% strategic stake in WHG, providing distribution and fund administration support.

The firm operates two principal divisions: Asset Management, offering proprietary funds including the flagship WHG Global Long Biased BRL/USD (closed-end, launched April 2021), WHG Casa Hedge, WHG Foundation, WHG RF Dinâmico macro fixed income, and WHG Real Estate (WHGR11, launched December 2021); and Wealth Management, providing wealth planning, product selection, customized investment advisory, and tactical solutions. WHG Digital is a mobile client application (available on iOS and Android) providing portfolio visibility, benchmark comparisons, profitability tracking, and order monitoring. The underlying technology stack is a standard fintech/web platform with no disclosed AI/ML capabilities, proprietary models, or public APIs.

WHG's revenue model is recurring fee-based, combining management fees (typically 0.75-1.00% p.a.), performance fees (20% over benchmark on WHGR11), and wealth management advisory fees, charged on an annual basis across client tiers. Go-to-market combines high-touch private banking-style relationship management with dedicated bankers, monthly WHG Overview live events, fund distribution through XP's platform, and self-serve access via the WHG Digital app. The firm is regulated across multiple CVM-registered entities (Asset Management, Capital, Family Office, Portfolio Solutions, DTVM) and holds ANBIMA compliance seals, with audited AuM of R$ 5.0 billion across Asset Management funds.

Name

WHG

Legal name

Wealth High Governance Holding de Participações S.A.

Website

https://whg.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

WHG is a São Paulo-based independent Asset and Wealth Management firm serving ultra-high-net-worth Brazilian families and institutional clients with R$ 20M+ minimums, offering proprietary global investment funds, wealth planning, and advisory services across R$ 5.0B in assets under management.

Ownership category

akta.pro rank

Product category

Wealth and Asset Management

NAICS

Portfolio Management and Investment Advice (52394)

akta.pro primary industry

Onshore Private Banking (Domestic HNW/UHNW) (FSAAABAA)

akta.pro secondary industry

Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Wealth management services
• Asset management funds
• Investment advisory
• Portfolio management
• Private banking

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset Management Fees: Management fees charged on assets under management across various investment funds including Global Long Biased, Global Allocation, RF Dinâmico, and Real Estate funds.
2. Performance Fees: 20% performance fee on returns exceeding benchmark (IPCA + Yield IMA-B5) for WHGR11 Real Estate fund.
3. Wealth Management Advisory: Customized investment advisory and portfolio management services for high-net-worth clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

WHG is an independent Asset and Wealth Management firm offering proprietary global investment funds (equity, fixed income, real estate) and personalized wealth advisory services for ultra-high-net-worth Brazilian families and institutional investors. Core operations span two divisions: Asset Management with a suite of global investment funds, and Wealth Management providing holistic family wealth planning, product selection, investment advisory, and tactical solutions with a R$ 20 million minimum investment threshold.

Product overview

WHG (Wealth High Governance) is an independent Asset and Wealth Management firm offering a comprehensive suite of investment products and advisory services. The company operates two main divisions: Asset Management (managing proprietary funds including WHG Global Long Biased BRL/USD, WHG Casa Hedge, WHG Foundation, WHG RF Dinâmico, and WHG Real Estate WHGR11) and Wealth Management (providing wealth planning, product selection, investment advisory, and tactical solutions). The flagship WHG Global Long Biased fund launched in April 2021 has achieved strong returns. WHG Digital is the company's mobile banking application. The firm is Anbima-regulated with operations based in São Paulo, serving high-net-worth clients with minimum investment thresholds of R$ 20 million.

Differentiator

Problem solved

Functional benefit

Brands

• WHG Asset Management: Asset management division offering global investment funds including WHG Global Long Biased, WHG RF Dinâmico, WHG Foundation, and WHG Real Estate (WHGR11)
• WHG Wealth Management
• WHG Digital
• WHG Overview
• WHG Legacy Academy
• WHG Views

Products and services

• WHG Global Long Biased BRL
• WHG Global Long Biased USD
• WHG Casa Hedge
• WHG Long Biased Prev
• WHG Foundation
• WHG Foundation USD
• WHG RF Dinâmico
• WHG RF Dinâmico Prev
• WHG Real Estate (WHGR11)
• Planejamento Patrimonial (Wealth Planning)
• Seleção de Produtos (Product Selection)
• Consultor de Investimentos (Investment Advisory)
• Soluções Táticas (Tactical Solutions)

Quantifiable outcome

• WHG Global Long Biased returned +47.8% over 2 years vs MSCI ACWI +4.5%
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• XP InvestimentoscoreOthers · 1 September 2025XP Investimentos is a minority investor in WHG, holding 49% stake in the business. XP is one of Brazil's largest investment platforms and provides fund administration services for WHG funds including WHGR11 Real Estate fund.
• INTRAG DistribuidoracoreTechnology or Integration · 1 December 2021INTRAG Distribuidora de Títulos e Valores Mobiliários acts as the fund administrator for multiple WHG funds. Located at Av. Brigadeiro Faria Lima, 3500, 4º andar, Itaim Bibi, São Paulo.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gávea Investimentos: Independent Brazilian alternative asset manager founded by former senior officials and global investors, offering macro, private equity, and credit strategies. Highly comparable to WHG's independent governance positioning, UHNW focus, and global long-biased investment approach.
• Vinci Partners: Public Brazilian alternative asset manager and wealth manager serving institutional and high-net-worth clients. Directly comparable to WHG's Asset Management and Wealth Management divisions with similar fund offerings (private equity, infrastructure, credit) and independent governance positioning.
• Verde Asset Management: One of Brazil's largest independent macro/asset managers with multi-billion AUM. Directly comparable to WHG in the global macro and long-biased strategy space, serving institutional and UHNW clients with discretionary global mandates.
• SPX Capital: Brazilian independent asset manager focused on equities and multi-strategy funds, with strong institutional and HNW client base. Directly competes with WHG in Brazilian long-biased/global equity strategies and shares the independent boutique positioning.
• Constellation Asset Management: Independent Brazilian asset manager with global equity and fixed income strategies serving HNW and institutional clients. Directly comparable to WHG's WHG Global Long Biased strategy and independent boutique model.
• Brasil Capital: Brazilian independent asset manager focused on equities and alternative strategies for HNW/institutional clients. Comparable to WHG in size, product mix, and independent positioning within Brazilian asset management.

Broad incumbents

• BTG Pactual: Brazil's largest independent investment bank with a major Private Banking/Wealth Management arm and significant asset management franchise. Competes with WHG for UHNW clients and mandates but offers a much broader product suite including investment banking, lending, and trading.
• Itaú Private Bank: Private banking arm of Brazil's largest bank, serving HNW/UHNW clients with wealth advisory, proprietary funds, and global investment solutions. Directly competes with WHG in the UHNW segment but at significantly larger scale with captive client base from Itaú's retail operations.

Others

• XP Inc. Brazil's largest retail investment platform and WHG's 49% strategic shareholder/fund administrator. Overlaps with WHG in fund distribution and UHNW advisory via XP Private, but operates at vastly larger scale and as the platform partner rather than direct competitor.

Regional players

• Banco Original Private: Brazilian private bank offering wealth management services to HNW/UHNW clients with proprietary and third-party fund selection. Competes with WHG in the UHNW advisory segment domestically, leveraging a banking parent for distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wealth_high_gov
• YouTubeyoutube.com/channel/UCW6y1JeoJZA5jjD3Tb15euA
• LinkedInlinkedin.com/company/wealth-high-governance
• Instagraminstagram.com/wealth_high_governance

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries5 records

Funding overview

Funding rounds

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 WHG