Sofin was established in 2024.

We are advising financial institutions, FinTech and startups on how to digitalize their sales channels.

Our values and core principles are:

DEMOCRATISATION OF FINANCIAL PLANNING

For once, the less wealthy may be better off than the wealthy.

They won't have to pay unnecessary layers of fees for relationship and money management.

They can benefit from cost-effective digital sales and advisory channels.

They can invest in well-diversified portfolios, built with low cost investment products such as ETFs and index funds.

SIMPLICITY AND COMMON SENSE

Investing is not a science, it is a discipline. And Diversification is its only free lunch.

There is no secret sauce to beat the market. All you can rely on is your dedication in reaching your financial goals by doing the right thing. Save rather than spend. Invest regularly. Diversify your risk.

BUILD SOMETHING BECAUSE YOU SHOULD NOT BECAUSE YOU CAN

The world is full of defunct great ideas.

Stress testing your business idea is a vital first step. Identify your target audience, their pain points and then, design the right solution.

YOU WILL NOT BUILD ANYTHING BY COMMITTEE

You don't hire experts to tell them how to do things. Let them guide you and explain what can be and what cannot be done.