Hello, FinTech community. Welcome to our FinTech Top Voice Interview Series.
The latest FinTech Interview with Alessandro Onano, CMO at MoneyFarm is an interactive Q&A-styled conversation.
Alessandro Onano is the Chief Marketing Officer at Moneyfarm, a leading digital wealth management company. With over 20 years of experience in marketing, Alessandro has a track record in building brands and executing customer-centric growth strategies across B2B and B2C markets. His expertise spans brand development, content strategy, PR, and digital marketing, with a particular focus on leveraging innovation to enhance customer value.
Passionate about making investing more accessible and meaningful, Alessandro believes in combining technology with human insight to empower individuals to achieve their financial goals. Beyond his role at Moneyfarm, he is also an angel investor and advisor to startups aiming to create a positive impact on people’s lives.
About MoneyFarm –
Moneyfarm is an award-winning pan-European digital wealth manager with 130,000 active investors and more than £5 billion in total assets on the platform. Launched in 2012 and headquartered in the UK, Moneyfarm has a vision to help more people improve their financial wellbeing by making personal investing simple and accessible through technology. The business is a disruptor and considered to be one of the most influential fintechs in the UK and Italy.
The company is led by co-founder Giovanni Daprà with Dame Jayne-Anne Gadhia, former CEO of Virgin Money as its Chair. Moneyfarm is regulated by the FCA and backed by Allianz Asset Management, M&G plc, Cabot Square Capital, Poste Italiane S.p.A and United Ventures.
Let’s start…
FinTech Insights (FTI): Hi Alessandro, welcome to the FinTech Top Voice Interview Series. Please share your tech journey with us.
Hi Alessandro, Welcome to the Fintech Top Voice Interview Series. Can you tell us a bit about your “backstory”?
Alessandro: My journey in fintech has been shaped by a combination of analytical thinking and a deep passion for innovation. Coming from a background in economics and statistics, I’ve always been fascinated by how data can be used to drive better decision-making, whether for businesses or individuals. Early in my career, I worked across different industries, from startups to established brands, gaining a broad perspective on how businesses grow and adapt in a changing landscape. However, financial services stood out to me because of their unique potential to create meaningful, positive change in people’s lives.
Investing is often seen as complex or intimidating, and that’s something I’ve always wanted to challenge. At Moneyfarm, I focus on building strong brands and customer-centric strategies that simplify investing, making it more accessible without compromising trust or performance. I believe that financial well-being should be within everyone’s reach, and it’s our role as fintech professionals to break down barriers, whether they’re technical, educational, or emotional.
What excites me most about fintech is how it blends technology and human insight to deliver real value. It’s not just about creating the next big product; it’s about solving real problems for real people. Whether it’s through advice, automation, or innovative partnerships, the goal is always the same: to empower people to take control of their financial future with confidence.
FTI: Moneyfarm has grown significantly, managing over £5 billion in assets across 130,000+ clients. What role has innovative technology and dedicated consulting played in achieving this scale, and how do you plan to enhance these elements moving forward?
Alessandro: Technology has been a key enabler in scaling our operations efficiently while maintaining a strong focus on personalisation. Our hybrid model, combining digital capabilities with human advice, has allowed us to provide the “best of both worlds”, as we like to claim in our advertising: automation for efficiency and expert guidance for reassurance. Looking ahead, we plan to enhance our offering by further integrating data-driven insights and automation to deliver even more tailored investment experiences, all while maintaining our core belief in the value of human relationships.
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FTI: The digital wealth management industry faces increased competition from robo-advisors and other fintech solutions. What sets Moneyfarm apart in this crowded marketplace?
Alessandro: As a pioneer in the market and one of the first “robo-advisors” since 2011 (even though this term doesn’t fully capture our services), we have witnessed the evolution from being the disruptor (one of the very first digital versus traditional providers) to positioning ourselves between these established firms and the emerging wave of even more fully automated and ultra-simplified solutions. To arrive at our current state, where we are experiencing a new wave of increasingly automated solutions that rely on AI technology, or at least present themselves as such.
Back to Moneyfarm, what truly differentiates us is our hybrid approach. We don’t believe in a one-size-fits-all solution; investment is personal. Our combination of intuitive technology and investment consultants allows us to provide a seamless, accessible experience without losing the human touch. Additionally, our focus on long-term financial well-being rather than short-term gains resonates with clients who seek a trusted partner for their financial journey.
FTI: In your perspective, how are you leveraging artificial intelligence within your fintech operations? Could you highlight specific use cases and the tangible benefits it has brought to your organisation?
Alessandro: At Moneyfarm, we see AI as an enabler rather than a replacement for human expertise. While technology plays a crucial role in enhancing efficiency and scalability, we strongly believe that financial advice for a certain segment of the population still requires a human touch. AI ensures ongoing suitability by ensuring clients remain aligned with their financial plans as their goals and circumstances evolve. It provides valuable insights by analysing vast amounts of data, helping us identify trends and potential adjustments that might otherwise go unnoticed. Nonetheless, our investment experts remain responsible for portfolio management and asset allocation.
On the customer support side, AI helps us improve engagement by analysing behavioural patterns and tailoring interactions based on individual preferences and needs. This allows us to deliver relevant content at the right time and to the right audience, whether it’s educational materials, investment updates, or proactive service recommendations. By combining data-driven insights with personalised human support, we’re able to offer a more responsive and meaningful client experience.
Ultimately, our approach is about balance; leveraging technology where it adds value while ensuring that human judgement and relationships remain at the core of what we do.
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FTI: Personalisation is becoming increasingly important in digital wealth management. How does Moneyfarm leverage technology to deliver tailored investment solutions for its diverse clientele?
Alessandro: We use a combination of data analytics and behavioural insights to guide investors toward the right solutions that align with their goals, risk appetite, and financial situation. Our approach to personalisation isn’t about customising portfolios at an individual level, but rather about offering a well-defined range of diversified portfolios—covering various investment styles such as classic, ESG, and thematic approaches, with different equity allocations to suit a broad spectrum of risk profiles and time horizons.
What truly sets us apart is our ability to position each client in the portfolio that best suits their specific needs and to adapt this positioning over time as their circumstances evolve. Whether it’s adjusting for life changes, shifting goals, or evolving market conditions, our dynamic advisory process ensures that clients remain on track with their long-term objectives.
Ultimately, personalisation for us means providing the right guidance and flexibility, empowering our clients to invest with confidence while ensuring their financial plans remain aligned with their evolving aspirations.
FTI: As a pan-European wealth manager regulated by the FCA, what challenges and opportunities do you foresee in navigating the evolving regulatory landscape across multiple markets?
Alessandro: Operating across different regulatory environments presents both complexity and opportunity. Compliance isn’t just a box-ticking exercise for us; it’s an integral part of building trust with our clients. Regulations are evolving to promote transparency and investor protection, which aligns with our values. The challenge is ensuring seamless operations while adapting to diverse regulatory frameworks, but the opportunity lies in leveraging this credibility to expand further across Europe.
FTI: In today’s digital age, privacy is becoming a critical concern. Why do you believe investing in consumer privacy protection is essential for businesses and society?
Alessandro: Privacy is no longer just a compliance requirement; it’s a fundamental expectation from consumers. Investing in privacy means investing in trust. People want to know their financial data is safe and used responsibly, and businesses that fail to prioritise this will struggle to maintain loyalty. In a broader sense, strong privacy frameworks contribute to a more secure digital economy, benefiting everyone.
FTI: Customer education plays a key role in adopting digital wealth management solutions. Your comments, please.
Alessandro: Education is absolutely critical in bridging the gap between financial literacy and action. Many people are hesitant to invest because they don’t fully understand how it works, and that’s where we see our role, not just as a provider, but as a guide. Whether through personalised content, webinars, or one-on-one consultations, we aim to empower clients with the right knowledge to make informed decisions.
FTI: How do you envision the next decade of digital wealth management evolving?
Alessandro: I see the industry moving towards even greater personalisation, driven by AI and machine learning, making investing more accessible and intuitive. At the same time, regulatory requirements will likely tighten, pushing providers to enhance transparency and sustainability efforts. The challenge will be balancing technological innovation with human-centric advice to create a more inclusive financial future.
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FTI: A fresh tip on Fintech that you would like to give our readers.
Alessandro: Stay focused on the fundamentals: technology is an enabler, but trust is what ultimately drives long-term success.. also in fintech; prioritise transparency, simplicity, and real customer value over flashy features.
FTI: Please tag a fintech leader or researcher you would like to be featured in the Fintech Top Voice interview series.
Alessandro: I’d recommend featuring Jim Marous. What I find most compelling about Jim is his ability to cut through the noise in fintech innovation. In an industry often driven by the latest trends, he offers a clear, honest perspective, focusing on what truly matters: the customer. His balanced approach to innovation, avoiding change for the sake of it, makes his insights both practical and valuable for anyone navigating digital transformation in financial services.
Thank you so much for your time and consideration. Feel free to modify the questions according to your comfort.
