We launched our asset management business in 2010 and provided separately managed accounts for ultra-high-net-worth individuals. In 2012 we dug into the mechanics of the ETF structure. We quickly realized that the exchange-traded fund vehicle was the future of asset management. We believe ETFs can deliver investment solutions at lower-costs,  with more transparency, and superior tax efficiency.

In 2014, we raised some venture capital, rolled up our sleeves, and spent years building and growing our internal ETF platform. We built an efficient, affordable, and scalable technology platform to facilitate the launch of our own internal ETF ideas. Turns out we only have a handful of internal ETF ideas related to value, momentum, and trend-following, but the ability to launch dozens of funds on our infrastructure. Our “excess” capacity and technology were sitting on the shelf collecting dust.

In 2018 we opened our eyes up to an opportunity staring us in the face. We were approached by Perth Tolle to help her launch an ETF based on her intellectual property. Our initial reaction was to keep our ETF platform private. However, Perth, who had been doing due diligence on ETF white label providers for several years, was adamant that our ETF capabilities were extremely unique, and she was convinced that we could help other entrepreneurs launch their own ETF products at affordable costs.

She confronted us with a fundamental question:

Why would you NOT allow others to use your platform?


Perth was right…and our ETF Architect business was born. (Read more here)