EFG Hermes, an EFG Holding company and the leading investment bank in the Middle East and North Africa (MENA), has partnered with Danish digital wealth management firm Kenzi Wealth to roll out a new risk-based portfolio advisory solution. The service, called One Advisor, aims to deliver highly personalised, risk-optimised investment strategies that empower clients to grow and protect their wealth in today’s volatile global markets.
Integrated into the EFG Hermes ONE app, One Advisor is designed for self-directed investors seeking greater confidence and control. Powered by Kenzi’s proprietary technology, the feature enables users to analyse portfolios before investing, diversify more effectively, rebalance when needed, and navigate uncertainty during market shifts. The service relies on institutional-grade risk modeling and analytics — tools that have traditionally been limited to private banks and elite investors.
Portfolios are actively monitored and intelligently managed, with clients receiving timely insights to ensure alignment with their individual risk appetite. A streamlined digital onboarding process further enhances the user experience, allowing investors to start their journey quickly and seamlessly.
Ahmed Waly, global head of brokerage at EFG Hermes, said: “We are delighted to introduce a transformative solution that seamlessly integrates intelligent investing with true client empowerment as we launch a sophisticated, risk-based portfolio advisory platform designed to elevate the standards of portfolio management. Our mission is to empower investors with clarity and confidence, not replace their decision-making. One Advisor is a personalised advisory service built on institutional-grade risk modeling, designed to guide clients through the complexities of global markets. Instead of merely telling investors what to buy or sell, we equip them with the insight to invest smarter, rebalance when necessary, and stay resilient in volatile conditions. Gone are the days of uncertainty in decision-making. Our automated, risk-based advisory service handles the complexities of investing, allowing clients to focus on their lives while their portfolios are expertly monitored.”
The solution also targets potential investors who may have been hesitant to enter the markets. By simplifying decision-making and providing structured support rooted in financial logic, One Advisor lowers the barrier to entry and democratises access to tools once reserved for ultra-high-net-worth families and institutions.
Mohamed El-Masri, founder and CEO of Kenzi Wealth, commented: “Partnering with EFG Hermes, the leading investment bank in the MENA region, marks a pivotal step in democratising access to innovative investment solutions. Together, we aim to break down barriers for new clients entering the space, offering tools that simplify the process while maintaining the sophistication of institutional-grade portfolio management. At Kenzi, we don’t just suggest; we listen, think, plan, and act based on each investor’s unique story. This personalised approach is what sets us apart – we provide the sophistication and structure of an institutional portfolio manager while ensuring it remains simple for clients and that they retain full control over their decisions. Through our collaboration with EFG Hermes, we are bringing to life a model that seamlessly blends automation with accountability and intelligence, complemented by human intent. Our mission is clear: to empower every investor with the clarity, confidence, and tools they need to navigate the financial markets and achieve their goals. Together, we are redefining personalised investing.”
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The service is currently available exclusively on the Global Markets edition of the EFG Hermes ONE app. Existing clients can activate One Advisor in just a few clicks, while new clients can access it by opening a global market account through a fully digital onboarding process.
EFG Hermes said the launch represents a significant step forward in making professional-grade portfolio advisory services accessible, intuitive, and responsive — marking what it calls “a new era of portfolio advisory,” where investors can plan smarter, invest more effectively, and navigate global markets with confidence.
