Diagonal
Diagonal is a privately held Multi-Family Office, founded in 2022 and based in Miami with a Lima presence, that provides customized investment advisory and legacy protection services to high-net-worth individuals and families in the United States and Latin America through Sanctuary Advisors, LLC.
- Company typePrivate
- Founded2022
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Diagonal does
Diagonal is a privately held Multi-Family Office founded in 2022, headquartered in Miami, Florida, with a secondary office in Lima, Peru. The firm provides customized investment advisory and legacy protection services to high-net-worth individuals and families, primarily across the United States and Latin America. Diagonal is structured as a partner firm within the Sanctuary Wealth network, and investment advisory services are formally delivered through Sanctuary Advisors, LLC, an SEC-registered investment advisor; Diagonal itself is a Florida registered LLC and not directly registered as an investment advisor.
The firm's offering is delivered in three service modules: Portfolio Definition and Profile (consolidation of existing assets, target-setting, and model portfolio construction); Diagnostics and Recommendations (platform and vehicle review for cost and efficiency optimization); and Portfolio Supervision and Rebalancing (ongoing monitoring, consolidated reporting, and rebalancing). The underlying technology stack centers on direct connectivity to Pershing/Bank of New York Mellon for custody and trading, plus multi-bank connectivity that enables clients to view external accounts on Diagonal's screens. Institutional pricing access via Pershing and top-tier banks is positioned as a core client value driver, alongside tax efficiency and consolidated reporting.
Diagonal's go-to-market is consultative and direct, executed by a small team of senior advisors whose prior tenures include Morgan Stanley, JPMorgan, Citi, Merrill Lynch, BCP, and Cargill. Revenue is generated through recurring investment advisory fees on assets under management, charged on a fee basis disclosed privately to each client. The firm does not publish pricing, AUM, or revenue, and operates with 1-10 employees across its two offices, scaling its institutional reach through partner relationships with Sanctuary Wealth (USD 64B under supervision), Azimut (USD 90B), and Kennedy Lewis (USD 10B) rather than through internal infrastructure build.
Diagonal firmographics
Firmographics- Name
- Diagonal
- Legal name
- Diagonal
- Website
- https://diagonalinvestments.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Diagonal is a privately held Multi-Family Office, founded in 2022 and based in Miami with a Lima presence, that provides customized investment advisory and legacy protection services to high-net-worth individuals and families in the United States and Latin America through Sanctuary Advisors, LLC.
- Ownership category
- akta.pro rank
Diagonal industry classification
Industry- Product category
- Multi-Family Office Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Private Client Custody & Brokerage (Execution, Reporting, Safekeeping) (FSAAABAN)
- akta.pro secondary industry
- Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)
Keywords
Where Diagonal is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Diagonal business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Investment Advisory Fees: Diagonal provides investment advisory services through and as representatives of Sanctuary Advisors, LLC, an SEC-registered investment advisor. Revenue is generated through advisory fees associated with portfolio management and investment advisory services provided to high net worth clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Diagonal product offering
Product offeringCore offering
Diagonal is a Multi-Family Office providing customized investment portfolios and legacy protection services to high-net-worth individuals and families in Latin America and the United States. Investment advisory services are delivered through and as representatives of Sanctuary Advisors, LLC (an SEC-registered investment advisor), with execution and custody provided via direct access to Pershing/Bank of New York Mellon. The offering spans portfolio definition, diagnostics and recommendations, and ongoing supervision with periodic rebalancing, combined with consolidated reporting and access to exclusive investment opportunities through Sanctuary's global partner network.
Product overview
Diagonal is a Multi Family Office offering a unified wealth management platform through investment advisory services provided via Sanctuary Advisors, LLC. The core offering centers on comprehensive portfolio management comprising three integrated service modules: Portfolio Definition and Profile (assessment and strategy setting), Diagnostics and Recommendations (platform review and optimization), and Portfolio Supervision and Rebalancing (ongoing management and reporting). The service is designed for high-net-worth individuals and families in Latin America and the United States, providing institutional pricing, tax efficiency, and consolidated portfolio reporting.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Access to institutional pricing for investment vehicles, resulting in cost savings compared to retail pricing
- +1 more outcomes
Companies that use Diagonal
Customer profileSegments1 record
Ideal customer profiles1 record
Diagonal technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Diagonal partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- Sanctuary WealthcoreSanctuary Wealth is Diagonal's primary strategic partner, providing institutional platform support with USD 64 billion under supervision, 125 associated firms, and 600+ financial advisors across 34 US states. Diagonal founders are registered representatives of Sanctuary Advisors, LLC, an SEC-registered investment advisor.
- Pershing/ Bank of New York MelloncoreDirect access to Pershing/Bank of New York Mellon for account opening and trading operations. BNY Mellon has $46.7 trillion in custody and/or administration, $2.3 trillion in assets under management, and presence in 35 countries. It is recognized as the bank with the best credit rating in the US.
- Azimut InvestmentsflagshipAzimut Investments is the largest independent asset management company in Italy with headquarters in Milan and offices in more than 20 countries. It has $90 billion in assets under custody and/or administration. Azimut Holdings SPA is a partner of Sanctuary Wealth, providing Diagonal clients access to exclusive investment opportunities.
- Kennedy Lewis Investment ManagementflagshipUS-based alternative investment manager focusing on opportunistic investments in public and private markets. Manages $10 billion in assets. Kennedy Lewis Investment Management is a partner of Sanctuary Wealth, providing Diagonal clients access to alternative investment opportunities.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
Diagonal competitors and assessment
Company assessmentOthers
- Sanctuary Wealth: Diagonal's parent platform; a national network of 125 partner firms and 600+ advisors with $64B under supervision. Comparable as the infrastructure and distribution partner underpinning Diagonal's operating model and customer acquisition.
Direct peers
- Cresset Capital: US-based, technology-enabled multi-family office serving HNW and UHNW families with institutional investment access, consolidated reporting, and personalized advisory. Comparable as an independent MFO competing for the same HNW client profile with a similar institutional-pricing thesis.
- Aspiriant: Independent, fee-only multi-family office with multi-billion AUM serving affluent households with tailored portfolio management and legacy planning. Directly comparable to Diagonal's bespoke HNW advisory model and target customer base.
- Cerity Partners: Large US multi-family office and wealth advisory firm providing investment management, financial planning, and tax services to HNW clients. Comparable in service breadth (portfolio construction, tax efficiency, consolidated reporting) for an HNW/UHNW audience.
- Glenmede: Privately held, independent wealth manager and MFO serving HNW families, endowments, and foundations with discretionary portfolio management and multi-generational planning. Directly comparable as an independent MFO with institutional capabilities.
- Pathstone: Independent multi-family office serving HNW families with comprehensive investment advisory, financial planning, and family office services. Comparable target customer and full-stack MFO service offering to Diagonal.
Broad incumbents
- Abbot Downing (Wells Fargo): Multi-family office unit of Wells Fargo serving UHNW families with bespoke wealth management and institutional investment access. Comparable as a scaled MFO offering institutional pricing and concierge advisory to the same HNW segment.
- BNY Mellon Wealth Management: Wealth management arm of Bank of New York Mellon serving HNW/UHNW families globally with custody, investment management, and trust services. Comparable as the underlying institutional custodian of Diagonal's clients and a competitor for the same HNW/UHNW book.
- Morgan Stanley Wealth Management: One of the largest US wealth managers serving HNW/UHNW clients with investment advisory, portfolio management, and lending. Comparable given Diagonal co-founder Rake's prior MD role there and its position as an incumbent competitor for HNW cross-border clients.
Regional players
- BTG Pactual Wealth Management: Latin American wealth management franchise of BTG Pactual serving affluent and HNW clients across Brazil and the region. Comparable as a LatAm-headquartered wealth manager targeting similar cross-border HNW profiles.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Diagonal social profiles
Digital presenceDiagonal compliance and trust
Trust signalCompliance1 record
Diagonal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diagonal leadership team
Management profileNumber of profiles
Profiles8 records
Diagonal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diagonal 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 Diagonal
What does Diagonal do?
Diagonal is a Multi-Family Office providing customized investment portfolios and legacy protection services to high-net-worth individuals and families in Latin America and the United States. Investment advisory services are delivered through and as representatives of Sanctuary Advisors, LLC (an SEC-registered investment advisor), with execution and custody provided via direct access to Pershing/Bank of New York Mellon. The offering spans portfolio definition, diagnostics and recommendations, and ongoing supervision with periodic rebalancing, combined with consolidated reporting and access to exclusive investment opportunities through Sanctuary's global partner network.
Is Diagonal a public or private company?
Diagonal is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Diagonal founded?
Diagonal was founded in 2022. It employs 1 to 10 people.
Where is Diagonal based?
Diagonal is headquartered in Miami, United States, in the North America region.
How does Diagonal make money?
One revenue line is on record: investment Advisory Fees.
Who are Diagonal's main competitors?
Sanctuary Wealth is listed as an others. Direct peers are Cresset Capital, Aspiriant, Cerity Partners, Glenmede and Pathstone. Broad incumbents are Abbot Downing (Wells Fargo), BNY Mellon Wealth Management and Morgan Stanley Wealth Management. BTG Pactual Wealth Management is listed as a regional player.
Does Diagonal have an API?
No public API is recorded for Diagonal.
What industry is Diagonal in?
Diagonal's product category is Multi-Family Office Wealth Management. Its primary akta.pro industry code is FSAAABAN, Private Client Custody & Brokerage (Execution, Reporting, Safekeeping), with a secondary code of FSAAAAAO, Investor Education, Research & Portfolio Analytics Services (Retail). Its NAICS code is 523940 and its SIC code is 6282.