Proactive

What Proactive does

PROAKTIVA GmbH is an independent German wealth management firm founded in 1990 and headquartered in Hamburg, with a secondary office in Hannover. The company is a subsidiary of HÖVELRAT Holding AG and operates under BaFin regulatory oversight, with memberships in EdW and VuV. It manages approximately €870 million in assets under management across roughly 1,300 mandates serving private individuals, institutional investors, and foundations. The firm employs 30 team members, including 15 dedicated Vermögenspartner (wealth partners), and emphasizes structural independence from banks and insurance companies as its core positioning.

PROAKTIVA offers a tiered product suite spanning four investment solutions: a self-directed Fondsbasierte Investmentlösung (five actively managed funds ranging from 100% defensive to 100% offensive), a Digitale Vermögensverwaltung tier (€25,000 minimum, online onboarding with video-ident and electronic signature), a systematic PROAKTIVA Vermögensverwaltung managed collectively by the 15 wealth partners (€250,000+ minimum), and a fully customized Individuelle Vermögensverwaltung with a dedicated wealth partner (€250,000+ minimum). Ancillary services include Testamentsvollstreckung (testament execution) and Stiftungsberatung (foundation consulting). The underlying technology stack is a digital onboarding platform with paperless account opening, video identification, and eID-based identity verification.

The business model is asset-based: recurring fixed fees calculated as a percentage of managed asset volume, supplemented by variable performance fees triggered only when portfolio returns exceed a contractually agreed minimum return (with prior-period losses offset first). Go-to-market combines a sales-led direct field model (dedicated Vermögenspartner in Hamburg and Hannover offices), inside sales, and a digital self-serve channel for the entry tier. Distribution is regional (Germany, DACH), with marketing via LinkedIn, semi-annual Partner Brief and monthly KOMPAKT newsletters, customer events/webinars, and the FONDSINSIDE market report. Recent recognition includes the 2025 'Herausragende Vermögensverwaltung' award from FONDS professionell / VV Test.

Name

Proactive

Legal name

PROAKTIVA GmbH

Website

https://proaktiva.net

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910)

SIC

Investment Advice (6282)

akta.pro industry

PRIMARYFSAAABAH

Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments)

Financial & Insurance/Asset & Wealth Management/Private Banking & HNW/UHNW Wealth Management

SECONDARYFSAGAEAG

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

Financial & Insurance/Financial Technology (Fintech)/Robo-Advisory & Digital Wealth Platforms

SECONDARYFSAEAKAH

Charitable Giving & Philanthropic Trust Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Fiduciary, Trust & Estate Advisory

SECONDARYFSAAAAAF

Financial Planning & Goals-Based Advice (Mass Affluent)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

Keywords

• Independent wealth management
• Asset management services
• Portfolio management
• Investment advisory
• Financial planning

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fixed Asset Management Fee: Regular remuneration calculated as a percentage of the managed asset volume. This forms the primary recurring revenue stream.
2. Variable Performance Fee: Performance-based fee that applies only when portfolio returns exceed the contractually agreed minimum return. Losses from previous periods must be offset first.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

PROAKTIVA is an independent German wealth management firm offering tiered asset management services: self-directed fund-based investing, digital wealth management (€25,000 entry), systematic team-managed portfolios (€250,000+), and fully personalized individual asset management (€250,000+). The firm supplements these with testament execution and foundation consulting. Services are delivered by a team of 15 wealth partners and supported by a digital onboarding platform with paperless account opening.

Product overview

PROAKTIVA is an independent wealth management company offering a tiered suite of services. The core offering consists of four distinct wealth management products: (1) Fondsbasierte Investmentlösung — a self-directed fund-based solution for clients choosing their own investments; (2) Digitale Vermögensverwaltung — a digital platform with a €25,000 minimum entry, using investment funds and selected individual securities; (3) PROAKTIVA Vermögensverwaltung — systematic team-managed portfolios for assets above €250,000, leveraging three investment strategies across 15 wealth partners; and (4) Individuelle Vermögensverwaltung — fully personalized management for €250,000+ clients with a dedicated wealth partner. Complementing these are Testamentsvollstreckung (testament execution) and Stiftungsberatung (foundation consulting). The company operates independently, free from commission-driven product sales, and is regulated by BaFin. Assets under management total approximately €870 million across approximately 1,300 mandates (private individuals, institutions, and foundations).

Differentiator

Problem solved

Functional benefit

Products and services

• Individuelle Vermögensverwaltung (Individual Wealth Management)

Quantifiable outcome

• €870 million Assets under Management
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• HÖVELRAT Holding AGcoreOthers · 1 January 1990Parent company of PROAKTIVA GmbH. PROAKTIVA is a core holding of HÖVELRAT Holding AG, providing the stability of an established corporate group behind PROAKTIVA's independent wealth management operations.
• Depotbanken (Custodian Banks)coreOthersSelected and reliable custodian banks that hold client securities deposits and current accounts. These are essential partners for executing the wealth management services.
• Universal InvestmentminorOthersExternal fund administration partner that provides PDF documents for annual reports and fund factsheets.
• Hauck Aufhäuser Lampe Privatbank AGminorOthersCustodian bank partner providing external PDF documents for annual reports and fund factsheets.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Quirion: German digital wealth manager offering transparent, fee-based discretionary portfolio management. Direct competitor to PROAKTIVA's digital tier with overlapping goals-based investment proposition and similar regulatory standing.
• LIQID: Digital wealth manager focused specifically on the German HNW segment — directly competing with PROAKTIVA's systematic and individual tiers via a hybrid digital-plus-advisor model.
• Visualvest: Digital wealth management subsidiary of the German cooperative banking group (Volksbanken Raiffeisenbanken), offering goal-based portfolio management. Comparable to PROAKTIVA's mass-affluent digital tier but distributed through partner banks rather than directly.
• Flossbach von Storch: One of Germany's largest independent wealth managers, offering multi-strategy discretionary portfolio management for private and institutional clients. Directly comparable to PROAKTIVA in independent positioning, BaFin-regulated status, and multi-tier service architecture, though at materially larger AUM scale.
• Scalable Capital: Leading German digital wealth manager offering low-cost robo-advisory and brokerage. Directly competes with PROAKTIVA's €25,000 digital wealth management tier and represents the scaled digital alternative that pressures traditional independent managers.
• GANÉ Aktiengesellschaft: German independent wealth manager (Vermögensverwalter) founded on the same independence-from-bank-products ethos as PROAKTIVA. Closely comparable in target clientele, fee structure, and BaFin-regulated independent value proposition, with overlapping foundation and private client mandates.
• DJE Kapital AG: Long-established German independent asset manager offering discretionary wealth management and actively managed funds. Comparable to PROAKTIVA in independent ownership, multi-decade track record, and combination of systematic fund solutions with individualized portfolio management.

Emerging players

• Whitebox: German independent digital wealth manager offering systematic multi-asset strategies for retail and HNW clients. Comparable to PROAKTIVA's fund-based investment solution and digital tier, with stronger technology branding but smaller AUM.

Broad incumbents

• Berenberg: One of Germany's oldest and largest private banks, offering wealth and asset management alongside investment banking. Competes with PROAKTIVA for German HNW and foundation mandates but at significantly broader scale and with a much larger product portfolio.
• Hauck Aufhäuser Lampe Privatbank AG: German private bank providing wealth management, asset servicing, and fund administration — and a custodial partner to PROAKTIVA. Overlaps with PROAKTIVA in serving HNW and institutional clients but as a full-service bank rather than an independent advisor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/proaktiva-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Proactive