Shoreline
Shoreline Brokers is an independent financial advisory firm providing personalized advice on international investment products — including pensions, life and medical insurance, education savings, and asset management — to expatriates and internationally mobile individuals, with offices in Geneva, London, and Moscow.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Shoreline does
Shoreline Brokers is an independent financial advisory firm founded in 2009 that provides personalized advice on international investment products to expatriates and internationally mobile individuals. The company operates from offices in Geneva (headquarters), London, and Moscow, serving a primarily individual client base seeking cross-border financial planning solutions including international medical insurance, life insurance, regular savings for children's education fees, international retirement/pension planning, and asset management. Its core technology consists of a website-based advisory platform with interactive financial calculators — a multi-purpose pension fund calculator, a life insurance premium calculator, and a university fees calculator — supported by a content management system that hosts a knowledge centre with educational articles on investments, structured notes, ETFs, bonds, and retirement planning.\n\nThe firm's go-to-market is sales-led and direct, relying on website inquiries, content marketing, newsletter subscriptions, and active social media presence on LinkedIn, Facebook, and YouTube. Personal consultations are delivered by founders Simon Scotting and Marius Krooshof via phone, Skype, Zoom, WhatsApp, or in-person meetings. Shoreline earns revenue through two streams: (i) a transparent advisory service fee of 1% of plan value, billed annually on client portfolios under management, and (ii) commissions on international financial products including life insurance, medical insurance, and savings/investment plans. The firm leverages tax-efficient offshore structures in jurisdictions such as the Isle of Man, Guernsey, Bermuda, and Barbados, where policyholder protection schemes cover up to 90% of policy value. Shoreline Russia has been a member of the Financial Planning Specialists (NASFP) self-regulatory organization since December 2020, and the firm re-opened a dedicated Russian language site in 2021.
Shoreline firmographics
Firmographics- Name
- Shoreline
- Legal name
- Shoreline
- Website
- https://shorelinebrokers.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shoreline Brokers is an independent financial advisory firm providing personalized advice on international investment products — including pensions, life and medical insurance, education savings, and asset management — to expatriates and internationally mobile individuals, with offices in Geneva, London, and Moscow.
- Ownership category
- akta.pro rank
Shoreline industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Offshore & International Private Banking (FSAAABAB)
- akta.pro secondary industry
- Onshore Private Banking (Domestic HNW/UHNW) (FSAAABAA)
Keywords
Where Shoreline is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Shoreline business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Advisory Service Fees: Shoreline charges a service fee of 1% of the plan value for ongoing advisory services and plan management. This creates a recurring revenue stream tied to the value of client portfolios under management.
- Financial Product Commissions: Revenue generated through commissions on international investment products including life insurance, medical insurance, and savings/investment plans offered to clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Advisory Service Fee - 1% of plan value |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Shoreline product offering
Product offeringCore offering
Shoreline is an independent financial advisory firm that provides personalised advice on international investment products to expatriates and internationally mobile individuals. Core offerings include international medical insurance, life insurance, regular savings plans for education fees and pensions, asset management, portfolio check-ups, and ongoing administrative services for existing international saving and investment plans. The firm operates offices in Geneva, London, and Moscow, and structures tax-efficient investment solutions through jurisdictions such as Isle of Man, Guernsey, Bermuda, and Barbados.
Product overview
Shoreline Brokers is a financial advisory firm providing intelligent financial advice on international investment products. The company operates a unified service model centered on personalized financial planning and investment advisory, supported by digital calculator tools. Core offerings include international medical insurance, life insurance with premium optimization, and regular savings plans for education and retirement. The advisory services encompass asset management, portfolio reviews, tax-efficient investing for expats, and guidance on investment vehicles including growth stocks, structured notes, mutual funds, and ETFs. The product portfolio is complemented by calculator tools (life insurance calculator, university fees calculator, pension calculator) and ongoing plan servicing. Services are delivered through offices in Geneva, London, and Moscow, with multilingual content in English and Russian.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Policyholder protection of up to 90% of policy value through Isle of Man and Guernsey protection schemes
Companies that use Shoreline
Customer profileSegments3 records
Ideal customer profiles2 records
Shoreline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Shoreline partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Financial Planning Specialists (NASFP)coreShoreline Russia is a member of the Financial Planning Specialists self-regulatory organization. NASFP is a professional body for financial planning specialists providing standards, guidance, and professional development for members in the financial advisory sector.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Shoreline competitors and assessment
Company assessmentDirect peers
- AES International: UK-headquartered independent financial adviser focused on British expats and internationally mobile clients. Direct overlap in expat retirement planning, international investment products, and tax-efficient structuring across jurisdictions.
- Blevins Franks: Long-established international financial adviser for British expats across Europe, Asia, and beyond. Closely comparable in cross-border tax planning, investment advisory, and ongoing plan servicing for internationally mobile clients.
- Holborn Assets: Multi-jurisdiction financial adviser serving expats in the UK, Europe, Middle East, and Asia. Direct overlap in international retirement planning, savings plans, and portfolio advisory for cross-border clients.
- deVere Group: Large independent international financial advisory group serving expats and HNW clients globally. Comparable in advisory-led expat wealth management, offshore structuring, and multi-jurisdiction service delivery.
- Blacktower Financial Management: International wealth management firm serving UK expats across Europe. Comparable product set including pensions, investments, and tax planning for internationally mobile individuals.
- Guardian Wealth Management: International financial adviser focused on expats in Asia, Middle East, and beyond. Overlap in cross-border wealth advisory, retirement planning, and multi-jurisdiction portfolio construction.
Broad incumbents
- Fisher Investments: Large global investment manager serving private HNW and institutional clients. Comparable as an incumbent in the international discretionary investment management space, though broader in scope and not expat-specialized.
- Bestinvest: UK-established investment platform and advisory firm with broader reach. Adjacent in providing portfolio management and investment advice, but UK-domestic focused rather than cross-border.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Shoreline social profiles
Digital presenceShoreline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shoreline leadership team
Management profileNumber of profiles
Profiles2 records
Shoreline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shoreline M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shoreline
What does Shoreline do?
Shoreline is an independent financial advisory firm that provides personalised advice on international investment products to expatriates and internationally mobile individuals. Core offerings include international medical insurance, life insurance, regular savings plans for education fees and pensions, asset management, portfolio check-ups, and ongoing administrative services for existing international saving and investment plans. The firm operates offices in Geneva, London, and Moscow, and structures tax-efficient investment solutions through jurisdictions such as Isle of Man, Guernsey, Bermuda, and Barbados.
Is Shoreline a public or private company?
Shoreline is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shoreline founded?
Shoreline was founded in 2009. It employs 11 to 50 people.
Where is Shoreline based?
Shoreline is headquartered in London, United Kingdom, in the Europe region.
How does Shoreline make money?
Two revenue lines are on record. Advisory Service Fees are the primary driver. The others are financial Product Commissions.
Who are Shoreline's main competitors?
Direct peers on record are AES International, Blevins Franks, Holborn Assets, deVere Group, Blacktower Financial Management and Guardian Wealth Management. Broad incumbents are Fisher Investments and Bestinvest.
Does Shoreline have an API?
No public API is recorded for Shoreline.
What industry is Shoreline in?
Shoreline's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAABAB, Offshore & International Private Banking, with a secondary code of FSAAABAA, Onshore Private Banking (Domestic HNW/UHNW). Its NAICS code is 523940 and its SIC code is 6282.