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Assetly is developing a compound startup and next-generation platform for SMSF accounting, administration, and investment, built from the ground up with artificial intelligence seamlessly integrated into its core architecture.
Targeting the AU$1 trillion dollar SMSF sector
Self Managed Super Funds (SMSF’s) are private superannuation funds in Australia that allow its members to have full control over their investment strategies in the market.
Assetly is actively targeting retail superannuation fund members that are interested in setting up a new SMSF (ideally with assets of $100k or more) or existing SMSF members who want to reduce the pain of compliance, while enhancing their SMSF experience.
Integrated SMSF administration, accounting, audit and tax software
Access to money, FX, cards and payments across all your legal entities
Create a fully diversified portfolio across capital markets and alternatives
Automated cashflow, investment and portfolio construction options
Re-engineering the future of financial services
Assetly has dedicated over five years to designing a comprehensive financial services ecosystem across 15+ product modules, including identity, credit reporting, banking, payments, FX, cards, share trading, crypto trading, capital raising, managed funds, virtual events, plus others.
Significant thought and work has been put into architecting our own proprietary layer that will sit on top of banking, payments, cards, trading services and other external providers.
We aim to build the infrastructure that will control the data across our full stack of products, enabling complete cashflow control, pre-trade compliance, post-trade analytics, and true data intelligence – while enabling international expansion when ready.
We are building a ‘compound startup’ with multiple interconnected products
A ‘compound startup’ is a term used to describe a startup that builds multiple deeply integrated applications within a unified system
The interconnected nature of the products leads to synergies and a network effect, where the value of each product increases as more products and users are added
This strategy is relatively unexplored thanks to strong conventional wisdom telling founders to ‘just focus on one thing’
As a result, there are undiscovered islands of product market fit with virtually untapped potential
Who is Parker Conrad
Benefits include:
Full Native Data
Multiple natively integrated products provide seamless interoperability and huge troves of client data that we can analyse and act upon instantly
Multiple Revenue Streams
We can run circles around our competitors as we optimise pricing over the product bundle and undercut the competition on each individual product
Seamless User Experience
We can create a super loyal and ‘sticky’ client base as users will already know the UI patterns of the platform and will feel comfortable adding new products
Integration is the Product
Building once and really-well, means we can spin up new product modules with up to 80% efficiency factoring in multiple reusable core components
We are passionate founders dedicated to making super easy for everyone.
Alessandro Grana
Chief Executive Officer
Alessandro is a highly detailed entrepreneur who has extensive international business experience across finance, accounting, legal and product.
He has gained a tremendous amount of knowledge in the pursuit of success over the years, which he is now applying to Assetly.
Alessandro believes that everyone should have the opportunity to build wealth through a fully diversified portfolio.
David Toohey
Chief Investment Officer
David is an award-winning investment manager, data scientist, mathematician, and actuary, having successfully run his own investment management firm.
His ambition is to drive a revolution in investment automation, pushing the boundaries of technical innovation in the sector.
David is one of Australia’s most experienced and trustworthy multi-asset portfolio managers delivering consistent proven outperformance.
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