Singapore Robo-Advisor Inks Sponsorship Deal

Tom Burroughes

6 March 2018

CONNECT by Crossbridge, the Singapore-based robo-advisor, said it has beocme a "gold sponsor" of the Australian and New Zealand Association, a group supporting members in areas sports, social events, careers and social responsibility. ANZA has more than 7,000 members.

The sponsorship runs for 18 months. The partnership includes the firm's support of the “Chill, Chat, Connect: Networking Series” – a series of three business networking events covering topics for a corporate audience – and Team Sponsorship in the ANZA Soccer Junior League.

A variety of wealth management houses use sponsorship of sports, cultural events and other activities to drive brand awareness, or engage high-profile figures as brand ambassadors. Examples include UBS's sponsorship of Formula One motor racing, Credit Suisse's use of tennis ace Roger Federer in its branding, or HSBC's sponsorship of the international rugby sevens series.

The robo-advisor was launched in November 2016 and developed in collaboration with industry providers including Morningstar, Pershing (part of BNY Mellon), Julius Baer and Bambu. Crossbridge Capital was formed in 2008. (To see a recent development at the firm, see here.)