susten

About susten

Susten Capital Management is a Tokyo-based fintech company redefining asset management through its hybrid robo-advisory platform. Founded by alumni from Goldman Sachs and Fidelity, the company offers a unique "performance-fee type" investment service that aligns incentives with user outcomes by eliminating traditional fixed management fees in favor of a success-based model. This approach democratizes access to sophisticated, institutional-grade quantitative trading strategies—such as risk parity and smart beta—previously reserved for high-net-worth individuals.

Beyond its direct-to-consumer app, Susten has established itself as a leader in the "Wealth-as-a-Service" (WaaS) sector. The company provides a modular investment infrastructure that enables regional banks and financial institutions, such as Minna Bank and Kyoto Bank, to embed modern asset management capabilities directly into their own digital ecosystems. By leveraging Susten’s API-driven technology, these partners can offer automated, discretionary investment products to their customer base without building the complex backend infrastructure from scratch.

Backed by strategic investors including Rakuten Securities and Fukuoka Financial Group, Susten is driving the digital transformation of Japan's wealth management industry. The company operates under a philosophy of "sustainable" asset building, aiming to shift the national mindset from savings to long-term investment. With its dual focus on distinct B2C innovation and B2B infrastructure scalability, Susten addresses both the immediate needs of retail investors and the structural demands of legacy financial institutions.