Startups > Alpheya

Alpheya

Alpheya provides AI-powered wealth infrastructure for MENA financial institutions.
Venture Round $300M total Founded 2023 Abu Dhabi, Abu Dhabi 7 employees
Alpheya is a cloud-native, AI-powered wealth management infrastructure platform serving financial institutions across the MENA region. It provides end-to-end capabilities including client onboarding, portfolio construction, execution, reporting, and advisory workflows through personalized web/mobile applications and CRM tools. The platform addresses the $1 trillion+ in Gulf personal financial assets that remain deployed overseas or at risk of flight due to outdated regional banking systems. With nearly $50 billion in assets running on its platform, Alpheya is anchoring wealth back into regional financial systems through modern technology.
Problem solved
Over $1 trillion in Gulf personal financial assets flee the region or remain at risk due to outdated, fragmented wealth management systems that fail to meet modern client expectations.
Target customer
Tier-1 and regional banks, wealth management divisions, and financial institutions in the MENA region seeking to modernize client-facing platforms and retain regional assets.
Website LinkedIn Crunchbase Twitter / X
Founders
R
Roger Rouhana
Co-founder & CEO
15+ years in wealth and asset management strategy; former global Head of Corporate Strategy at BNY Mellon and 8 years at McKinsey & Company. Columbia Business School graduate.
A
Akash Shah
Co-founder
Former global Head of Growth Ventures at BNY Mellon; core architect of Alpheya's initial concept and strategy.
D
David Lodolini
Head of Product Strategy & UX
10+ years in product strategy and client experience; former Head of Product Strategy & UX Design at BNY Wealth Management and Pershing.
B
Bobby
Chief Technology Officer
18+ years in technology leadership at tier-1 institutions including Deutsche Bank and Vaillant Group; serial entrepreneur and technology scaling expert.
A
Alexis Calla
Chief Investment & Strategy Officer
30+ years in investment and wealth management; former Chief Investment Officer & Global Head of Advisory at Standard Chartered Bank and Global Head of Investment Products at Citi.
D
Deepak
Head of Wealth & Trading Products
25+ years in banking and wealth management; former Head of Wealth & Trading at Revolut and Head of Wealth Products & Journeys at HSBC.
P
Piyush
Head of Strategy & Transformation
15+ years leading strategy and transformation programs across Asia and Europe; former Head of EMEA Strategy at BNY.
Funding history
Series A $300M November 21, 2023 Led by Lunate · BNY Mellon, Saudi bank anchor client
Total raised: $300M
Industries
Financial Services FinTech
Pricing
Not publicly available. Company maintains strategic confidentiality on revenue, AUM, and profitability metrics.
Notable customers
Top Saudi bank (anchor client and cap table investor), UAE-based financial institutions, Bahrain-based clients, advanced conversations in Kuwait
Tech stack
Vercel (PaaS) HSTS (Security) Microsoft 365 (Email) Cloudflare (CDN) Vercel (SaaS)
Website
alpheya.com/
Competitors
Webull
Global retail trading platform; Alpheya focuses on institutional infrastructure and MENA regional needs.
AdvisorEngine
US-focused wealth tech platform; Alpheya is purpose-built for MENA regulatory environment and client preferences.
Ginmon
European robo-advisory platform; Alpheya provides broader institutional infrastructure beyond advisory.
Asia Wealth Platform
Regional Asia-Pacific focus; Alpheya specializes in MENA-specific wealth management infrastructure.
Why this matters: Alpheya represents a significant bet on consolidating Gulf wealth back into regional financial systems through modern technology infrastructure. With $300M in funding from BNY Mellon and Lunate (combined $50B+ AUM), and nearly $50 billion in assets already running on the platform, Alpheya is building the regional fintech infrastructure layer that could reshape MENA wealth management—similar to how Wise disrupted remittances or Robinhood transformed retail trading.
Best for: Tier-1 banks and wealth management divisions in the MENA region that need to modernize client platforms and retain regional asset flows through contemporary technology.
Use cases
Digital Client Onboarding & Self-Directed Trading
Regional banks deploy Alpheya's hyper-personalized web and mobile applications to streamline client onboarding and enable self-directed trading. Reduces friction from legacy systems and improves client retention by meeting modern UX expectations, directly addressing why high-net-worth individuals move assets overseas.
Relationship Manager Intelligence & Workflow
Wealth managers use the integrated CRM to gain unified client, account, and portfolio insights. AI-powered opportunity identification surfaces cross-sell and upsell moments while task and workflow management keeps advisory teams aligned, increasing productivity and asset capture.
Portfolio Construction & Execution at Scale
Financial institutions use Alpheya's infrastructure to manage end-to-end portfolio workflows from construction through execution and reporting. Enables institutions to handle billions in assets efficiently while maintaining regulatory compliance specific to MENA jurisdictions.
Alternatives
Addepar Broader global wealth management platform with stronger US institutional footprint; less MENA-focused than Alpheya.
SS&C Advent Established legacy wealth management software; newer, cloud-native architecture makes Alpheya faster to deploy and customize for regional needs.
FIS Wealth Enterprise solution with global scale; Alpheya offers more agility and MENA-specific feature development for regional financial institutions.
FAQ
What does Alpheya do? +
Alpheya is a cloud-native, AI-powered wealth management infrastructure platform serving financial institutions in the MENA region. It provides end-to-end capabilities including client onboarding, portfolio construction, execution, reporting, CRM functionality, and advisory workflows through modern web and mobile applications. The platform is designed to help regional banks modernize their wealth management offerings and retain the $1+ trillion in Gulf personal financial assets.
How much does Alpheya cost? +
Alpheya does not publicly disclose its pricing model, revenue, or profitability. Pricing is likely enterprise-custom based on assets under management or transaction volume. Contact their sales team directly for specific pricing information.
What are alternatives to Alpheya? +
Key alternatives include Addepar (broader global wealth platform), SS&C Advent (legacy but established wealth management software), FIS Wealth (enterprise solution with broader geographic footprint), and AdvisorEngine (US-focused wealth tech). Each differs in regional focus, architecture, and deployment speed.
Who uses Alpheya? +
Alpheya is used by tier-1 banks and wealth management divisions across the MENA region, including a top Saudi bank (anchor client), UAE-based financial institutions, and Bahrain-based clients. The platform currently runs nearly $50 billion in assets.
How does Alpheya compare to SS&C Advent? +
While SS&C Advent is an established, widely-deployed wealth management platform, Alpheya is a newer, cloud-native solution specifically architected for MENA institutional needs and regulatory requirements. Alpheya offers faster deployment, modern UX, and built-in AI-powered insights, making it more agile for regional financial institutions seeking rapid modernization.
Tags
wealth management MENA fintech banking infrastructure asset management portfolio management AI-powered advisory cloud-native banking