Alpheya Company Profile

Background

Alpheya, established in 2023 and headquartered in Abu Dhabi, United Arab Emirates, is a WealthTech firm dedicated to transforming wealth management in the Middle East and North Africa (MENA) region. The company aims to provide cloud-native, AI-powered solutions that simplify wealth management complexities, offering financial institutions innovative tools to enhance client services and expand their market reach.

Key Strategic Focus

Alpheya's strategic focus centers on delivering an end-to-end digital wealth management platform tailored for the MENA region. The platform encompasses services such as client onboarding, financial planning, portfolio construction, trading and rebalancing, risk management reporting, and analytics. By leveraging open data architecture, Alpheya ensures compliance with local data privacy and localization requirements, addressing the specific needs of regional wealth and asset managers, private banks, and investment houses.

Financials and Funding

In November 2023, Alpheya secured a $300 million investment from BNY Mellon and Lunate, marking a significant milestone in its financial journey. This capital infusion is intended to support the development and deployment of Alpheya's wealth management technology platform, with operations expected to commence in 2024. BNY Mellon holds a minority stake in the company, underscoring a strategic partnership aimed at enhancing digital wealth management solutions in the region.

Pipeline Development

Alpheya is actively developing its wealth management platform, with plans to launch services in early 2025. The company is collaborating with key clients across the UAE, Bahrain, and Kuwait, aiming to manage $25 billion in assets under management by early 2025. While specific revenue and profitability figures remain undisclosed, Alpheya's growth trajectory reflects its commitment to becoming a leading WealthTech provider in the MENA region.

Technological Platform and Innovation

Alpheya distinguishes itself through its cloud-native, AI-powered wealth management platform designed to address the unique challenges of the MENA region. The platform's open and modular architecture enables seamless integration with existing systems, providing digital tools that facilitate client engagement and business expansion. By incorporating advanced security measures and data architecture, Alpheya ensures compliance with regional data privacy and localization standards.

Leadership Team

Alpheya's leadership team comprises seasoned professionals with extensive experience in wealth and asset management, technology, and financial services:

Roger Rouhana, CEO: Over 15 years of experience in strategy and venture building within the wealth and asset management sector, including roles as Global Head of Corporate Strategy at BNY Mellon and eight years at McKinsey & Company.

David Yang, Chief Client Officer: More than 10 years of expertise in product strategy and client experience, formerly Head of Product Strategy & UX Design for BNY Wealth Management and Pershing.

Pascal Laenen, Chief Technology Officer: Over 20 years in technology leadership roles across Europe and the Middle East, previously serving as Venture Build Leader with McKinsey & Company.

Alexis Calla, Chief AI and Revenue Officer: Brings 30+ years of experience in investment and wealth management, including positions as Chief Product Officer of an AI-driven fintech, Chief Investment Officer & Global Head of Advisory at Standard Chartered Bank, and Global Head of Investment Products and Advice at Citi.

Deepak Khanna, Chief Product Officer: With 25+ years in banking and wealth management, he has built Revolut's Trading Products as Head of Wealth & Trading and served as Head of Wealth Products & Journeys at HSBC.

Piyush Poddar, Chief Financial Officer: Over 15 years leading strategy and transformation programs in Asia and Europe, formerly Head of EMEA Strategy at BNY Mellon.

Leadership Changes

As of April 2025, there have been no significant changes or appointments within Alpheya's leadership team since its inception.

Competitor Profile

Market Insights and Dynamics

The WealthTech industry in the MENA region is experiencing rapid growth, driven by increasing demand for digital wealth management solutions and a burgeoning affluent population. The market is characterized by a shift towards personalized, technology-driven financial services, presenting opportunities for innovative platforms like Alpheya.

Competitor Analysis

Alpheya faces competition from both regional and international WealthTech firms offering digital wealth management solutions. Key competitors include:

Anachron: A London-based company providing financial software solutions.

ShengLi Finance: A Hangzhou-based firm specializing in financial software.

AdvisorEngine: A New York-based company offering digital wealth management platforms.

AgentRisk: A Los Angeles-based firm providing AI-driven wealth management services.

KOHO: A Toronto-based company offering financial services and products.

These competitors focus on various aspects of digital wealth management, leveraging technologies such as AI and machine learning to enhance client experiences and operational efficiency.

Strategic Collaborations and Partnerships

In June 2024, Alpheya partnered with Halo Investing, a leading provider of structured products technology and services. This collaboration aims to broaden access to structured products for banks, wealth managers, and family offices in the Gulf Cooperation Council (GCC) region. The partnership focuses on delivering a curated set of structured products, along with education and training for advisors and investors, enhancing the investment landscape in the Middle East.

Operational Insights

Alpheya's strategic positioning within the MENA region, combined with its cloud-native, AI-powered platform, offers distinct competitive advantages. The company's