“I could see how a lot of institutions and some ultra-high-net worth individuals who are clients of the bank were using the product, and I thought it was a great tool for individuals, too,” Arora told TechCrunch. “But what I realized was that people are actually not very aware of how to use ETFs.”

https://techcrunch.com/2020/09/22/singapore-based-syfe-a-robo-advisor-with-a-human-touch-raises-18-6-million-led-by-valar-ventures/