What Stoic does

Stoic Capital B.V. is a Dutch private wealth management firm headquartered in Amsterdam that provides ultra-passive discretionary asset management to high-net-worth individuals, operating under its proprietary "Calm Capital Control" methodology. Founded in 2011 and rebranded from Blu Asset Management to Stoic in 2019, the firm serves clients with a minimum investable threshold of €200,000 through nine equity-bond profiles (Stoic 10 through Stoic 100) organized around three time-horizon buckets: Stoic Short (up to 3 years, short-duration AAA sovereign bonds), Stoic Medium (3–10 years, 4.5-year-duration government bonds), and Stoic Long (10+ years, 100% global equities across the MSCI All Country World IMI Index). All trading, custody, compliance, and settlement are outsourced to Saxo Bank, enabling an asset-light operating model with 1–10 employees.

The firm monetizes through a recurring annual management fee starting at 0.42% (including VAT) that decreases as invested capital increases, while Saxo Bank custody, transaction, spread, and instrument costs are passed through to clients at cost. Stoic distributes via a direct-to-consumer digital channel (online proposal requests delivered within one business day) and a B2B2C channel targeting financial advisors through a dedicated portal with quarterly client reporting and discounted fee schedules. Marketing relies on content (blog, monthly newsletter, FiscAlert columns, ELFIN podcast appearances) and earned media in Dutch financial press (Het Financieele Dagblad, De Telegraaf, Investment Officer). The firm is licensed by the AFM, supervised by DNB, affiliated with KiFiD, and MiFID II compliant. AUM grew from €100 million in 2018 to €1.5 billion in 2024, with the firm targeting €2 billion by year-end.

Name

Stoic

Legal name

Stoic Capital B.V.

Website

https://stoic.money

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Stoic Capital B.V. is a Dutch Amsterdam-based ultra-passive wealth manager serving high-net-worth individuals (€200K minimum) through time-horizon-based global index portfolios, with custody and execution outsourced to Saxo Bank and a 0.42% annual management fee.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Investors, Nec (6799)

akta.pro primary industry

Affluent / Mass-Affluent Private Banking (FSABADAC)

Keywords

• Passive index investing
• Wealth management services
• Discretionary asset management
• Portfolio advisory
• Global equity allocation

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

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. Discretionary Asset Management Fees: Stoic charges an annual management fee based on invested capital. The fee starts at 0.42% per year (including VAT) and decreases as invested capital increases. Additional costs include Saxo Bank custody fees, transaction fees, spread costs, and instrument costs (index fund costs). All costs are disclosed transparently and passed through at cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Stoic provides discretionary ultra-passive wealth management for high-net-worth individuals with a minimum of €200,000, allocating capital across global equities (MSCI ACWI/IMI) and AAA-rated government bonds according to a three-bucket time-horizon system (Short ≤3 years, Medium 3-10 years, Long 10+ years). Clients choose from nine equity-allocation profiles (Stoic 10 through Stoic 100), with execution and custody delegated to Saxo Bank, accompanied by quarterly behavioral reviews under the 'Calm Capital Control' methodology.

Product overview

Stoic is a Dutch wealth management firm offering ultra-passive investment management under the 'Calm Capital Control' methodology. The core product consists of nine investment profiles (Stoic 10 through Stoic 100) named by their equity percentage, ranging from very defensive (10% equities) to maximally offensive (100% equities). These profiles are built on three time-horizon strategies: Stoic Short (bonds with 6-month duration for up to 3 years), Stoic Medium (bonds with 4.5-year duration for 3-10 years), and Stoic Long (100% global equities via MSCI All Country World Index for 10+ years). Clients must meet a minimum investment threshold of €200,000. All trading is executed through custodian bank Saxo Bank, and the firm is licensed by the Dutch AFM and supervised by DNB. Formerly known as Blu Asset Management until the 2019 rebrand to Stoic.

Differentiator

Problem solved

Functional benefit

Products and services

• Stoic Discretionary Wealth Management (Calm Capital Control) Discretionary ultra-passive wealth management for Dutch high-net-worth individuals with a minimum of €200,000, offering nine allocation profiles (Stoic 10 through Stoic 100, equity percentages from 10% to 100%) built on a three-bucket time-horizon framework: Stoic Short (≤3 years, short-dated AAA government bonds), Stoic Medium (3-10 years, medium-dated government bonds), and Stoic Long (10+ years, ~12,000 global equities via MSCI ACWI). Execution, custody, and settlement handled by Saxo Bank; clients receive quarterly reviews under the Calm Capital Control methodology to prevent emotional decision-making.
• Stoic Advisor Channel Services A dedicated channel for Dutch financial advisors and wealth planners that enables them to onboard their HNW clients through Stoic's online sign-up and access a portal for client management and quarterly reporting, with a discount structure versus Stoic's retail fees. Designed for advisors seeking an outsourced, ultra-passive discretionary solution to serve their HNW clients.

Quantifiable outcome

• Outperformed average Dutch asset manager consistently for 12 years across all risk profiles
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Saxo BankcoreTechnology or IntegrationSaxo Bank serves as Stoic's sole execution and custody partner. All investment orders are executed through Saxo, which also provides account opening, compliance services, securities custody, and settlement. Saxo was chosen for its solid service, low costs, regulatory compliance, and access to multiple trading platforms and markets. Stoic receives no compensation for routing orders to Saxo and has implemented controls to manage potential conflicts of interest.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Index Capital: Dutch discretionary wealth manager applying passive index strategies for HNW and family-office clients. Directly comparable to Stoic in target segment and methodology.
• Brand New Day: Dutch low-cost index & asset manager offering passive index investing for retail and HNW clients. Closely comparable to Stoic in philosophy, customer base, and fee-led positioning, though Brand New Day operates at materially larger scale and is part of NN Group.
• Meesman Indexbeleggen: Pioneer of Dutch index investing for retail investors with a low-cost, philosophy-driven proposition. Highly comparable to Stoic on passive philosophy and Dutch customer base; differs on minimum ticket size and product breadth.

Broad incumbents

• iShares by BlackRock: World's largest ETF provider and the underlying instrument vendor for Stoic's equity exposure. Competes with Stoic indirectly by giving investors a self-service alternative to discretionary passive management.
• ASN Bank: Dutch sustainable bank with in-house investment funds serving mass-affluent retail customers. Comparable Dutch market positioning and conservative investment philosophy, though distributed through a bank rather than direct discretionary mandate.
• NN Investment Partners: Major Dutch asset manager offering both passive and active strategies to retail and institutional clients. Comparable as a Dutch wealth-management incumbent with broader product set than Stoic.
• Vanguard (personal investor Europe): Global low-cost index fund giant whose UCITS ETFs are exactly what Stoic allocates to. Broad incumbent in the same passive-investing category, serving self-directed retail directly — competing on price but not on discretionary management or behavioral coaching.

Emerging players

• DeGiro / flatexDEGIRO: Low-cost Dutch/European broker enabling self-directed ETF investing — the do-it-yourself alternative to Stoic's discretionary service. Comparable audience and cost-consciousness, but different delivery model (brokerage vs. managed portfolio).
• Curvo: Belgian/Nordics-focused automated index investing platform serving younger, fee-conscious investors. Adjacent to Stoic in philosophy but targets a younger, lower-minimum segment and operates across multiple European geographies.

Regional players

• Scalable Capital: Germany-headquartered digital wealth manager offering passive ETF-based portfolios at low fees. Comparable on philosophy and digital UX, but operates primarily in DACH rather than the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stoic-money

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Stoic