At the same time, traditional wealth managers are no longer just competing with each other. Fintech startups and Big Tech are entering the market, using AI to deliver scalable, intuitive investment solutions. 

If established firms do not act now, they risk losing a generation of investors to digital-first challengers.

Why APAC is embracing AI at speed

Wealth management in APAC is evolving rapidly. Several factors are driving this transformation.

1. A digital-first, mobile-native audience

Unlike in EMEA, where wealth has traditionally been managed through in-person relationships, APAC’s investors are digital natives. Financial services are embedded in super-apps like WeChat, Alipay, and Grab, making investing as easy as ordering a meal or booking a ride.

Indeed, over 55% of APAC investors say that they manage their wealth using a mobile-first experience (compared to 41% worldwide).

These platforms enable payments but offer investment products, loans, and financial planning tools, all powered by AI. Wealth management has become an everyday digital experience.

2. Regulators are encouraging AI innovation.

While European regulators focus on risk mitigation and compliance, many APAC regulators are fostering fintech innovation.

Singapore, for example, has created regulatory sandboxes that allow AI-driven financial services to be tested and scaled in a controlled environment. As a result, some of the most advanced robo-advisors and AI-powered investing tools have emerged in APAC.

3. The rapid rise of mass-affluent investors

The region is seeing a wealth boom, with a new generation of mass-affluent investors looking for low-cost, high-convenience investment solutions. Unlike their parents, who relied on financial advisors, they are more likely to trust an AI-powered platform to manage their money, provided it is seamless, intelligent, and mobile-first. 

Priced out of the property market, younger generations are turning to alternative investments, especially if delivered digitally. 

Case study: how DBS is using AI to personalise wealth at scale

In some countries, Football is the national obsession. In Singapore, it’s wealth. DBS, Singapore and Southeast Asia’s largest bank has integrated AI to deliver large-scale hyper-personalised investment insights. 

Through its iWealth platform, the bank provides real-time recommendations that help clients optimise their portfolios without constant advisor intervention.

The impact of this AI-driven approach has been significant.

• Digital wealth transactions increased by 198 percent year-on-year

• Mobile sign-ups for wealth services grew by 216 percent 

AI-driven wealth management is not just a theoretical possibility. It is already happening.

Why EMEA is playing it safe

While APAC firms experiment and scale AI-powered investing, EMEA firms are more cautious.

1. Regulation is slowing down AI adoption.

MiFID II, GDPR, and Consumer Duty regulations are designed to protect investors but make AI adoption more complex. AI-driven financial advice must be transparent, explainable, and auditable, which makes it harder for firms to implement fully automated solutions.

2. Wealth in EMEA is still relationship-driven

European high-net-worth individuals expect human-led advisory services and are more sceptical about AI managing their money. Traditional private banks see client trust as a key differentiator and worry that AI could undermine that trust.

3. Firms are still recovering from past AI failures

Several high-profile AI-driven investment failures in Europe have made firms wary of fully automating wealth management. As a result, most firms use AI as an augmentation tool rather than a replacement for human advisors.

Case study: how UBS is integrating AI without replacing advisors

UBS has taken a measured approach to AI by using it to enhance rather than replace human advisors.

The firm’s AI-powered analytics tools help relationship managers assess client portfolios, predict potential investment opportunities, and provide more informed recommendations.

The impact of this approach is clear.

• In-person meeting time has been reduced by 50 percent, allowing advisors to focus on high-value interactions.

• Client engagement has increased by 35 percent, as AI-backed insights make portfolio decisions easier.

UBS is proving that AI does not have to replace human advisors. Instead, it can make them smarter, faster, and more efficient. Like many wealth brands, they are seeing significant gains from AI augmentation of human IP and automation of repetitive tasks and processes. 

The next competitive threat: Big Tech and fintech disruptors

While traditional firms weigh up their AI strategies, a new wave of competitors is entering wealth management.

• In APAC, fintech platforms like StashAway and Ant Group are already reshaping investing with fully digital, AI-driven portfolio management.

• In EMEA, digital-first robo-advisors like Nutmeg and Scalable Capital capture younger investors who are less likely to seek traditional advisory services.

• Big Tech is also becoming a serious contender.

Amazon, Google, and Apple have already moved into financial services, and AI is central to their strategy. If they apply their expertise in data-driven personalisation to wealth management, they could scale AI-powered investing in a way that traditional firms cannot match.

The numbers reflect the risk.

• In some major countries, 70% of investors would invest through Big Tech if it offered a better experience.

• Sixty-four percent of APAC investors are considering switching wealth providers within three years.

This is no longer just about keeping up with other wealth managers. It is about preventing a significant shift of wealth towards AI-driven challengers.

What traditional firms must do to stay competitive

AI is no longer an optional add-on. It is becoming a fundamental requirement for firms that want to remain competitive. Here is how wealth managers can move forward.

Looking ahead, the assets managed via AI-enabled platforms are expected to soar. A PwC study projects that algorithm-driven, AI-enabled wealth platforms will oversee about $6 trillion in assets by 2027

1. Build AI-powered customer experiences

Wealth firms need to offer the same level of AI-driven personalisation that clients expect from other digital services. This includes:

• AI-generated investment recommendations

• AI-powered chatbots for instant client support

• Automated, data-driven portfolio rebalancing

2. Augment rather than replace human advisors

Clients still value human advice, but they also expect AI-driven insights. UBS’s success shows that AI does not have to replace advisors but can be used to make them more efficient.

3. Partner with fintechs and AI specialists

Instead of building everything in-house, firms should collaborate with AI-driven fintech startups to accelerate innovation. Many European banks are already acquiring robo-advisors to expand their digital offerings.

4. Balance AI innovation with regulatory compliance

For EMEA firms, this means investing in regulatory technology (RegTech) solutions that ensure AI tools remain compliant. It is about making AI-driven investment tools more transparent and explainable for APAC firms.

5. Scale AI across the entire wealth management lifecycle

The AI race is not just about digital onboarding or chatbots. Firms must embed AI in every part of the client journey, from portfolio management to risk assessment and proactive financial planning.

Those who succeed in this will shape the next era of wealth management, while those who hesitate may struggle to stay relevant.

The future of wealth management is not AI versus human advisors. It is both.

The industry is at a crossroads. APAC firms are moving quickly, EMEA firms are proceeding cautiously, and disruptors are gaining ground.

The firms that will win are not the ones that blindly automate everything. They will be the ones that balance AI-driven scale with human expertise.

The question is not whether AI will change wealth management. It already has. The real question is who will use it best.

Right now, the firms that move first will have the greatest advantage.

Ready to redefine wealth management? Let’s Solve & Evolve™.

The next generation of investors is demanding seamless, digital-first experiences. Wealth management brands that don’t evolve risk being left behind. 

At JOURNEY, we help financial services brands navigate this shift, ensuring your customer experience meets the expectations of digital-native investors while maintaining the trust and expertise that sets you apart. 

Let’s develop a strategy to accelerate digital transformation and elevate customer experience. Contact us today to start your Solve & Evolve™ journey.