Froots

About Froots

Froots, operating under Asset Management by froots GmbH, is a Vienna-based wealth management company founded in 2020. The firm was established by David Mayer-Heinisch and Dirk van Wassenaer, who developed the idea while pursuing an MBA in Madrid. Mayer-Heinisch, the CEO, brings over a decade of experience from the financial industry, including roles as a portfolio manager at Lingohr & Partner Asset Management and an associate at Raiffeisen Bank International. This background in quantitative equity analysis shaped the company's mission to make sophisticated investment strategies accessible to a broader audience in Austria, a market they perceived as underserved by traditional financial institutions.

The company positions itself as an independent asset manager, aiming to eliminate the conflicts of interest often seen in banking by not offering proprietary financial products. Instead, it focuses on creating tailored investment portfolios that align with client interests, a principle underscored by the fact that the founders and team invest their own money using the same strategies. Froots received its asset management license in 2021, backed by prominent seed investor Andreas Treichl, the former CEO of Erste Group. Since its inception, the firm has attracted other notable investors, including Georg Kapsch and Greyhound Capital, and has raised a total of $10.7M.

Froots provides a personal investment service for individuals in Austria who want to build long-term wealth without managing the complexities themselves. It combines the personalized service of private banking with the efficiency of a digital platform, making it accessible without high entry barriers. The business model is based on a transparent, all-in fee that ranges from 0.7% to a maximum of 1% of assets under management, covering all custodial and transaction costs. Clients can start with a one-time deposit of €1,500 or a monthly plan from €75. The firm offers actively managed portfolios, primarily utilizing a mix of equity and bond ETFs, as well as ETCs for commodities like gold. Its investment strategy is value-driven, systematic, and counter-cyclical, dynamically adjusting risk based on the client's investment horizon. The closer a client gets to their financial goal, the more the portfolio is shifted towards less volatile assets. Client assets are held in their name at a partner bank, Schelhammer Capital Bank, ensuring they remain secure and accessible.