An impossible mission made possible

Financial Simplicity makes the experience and business of investing so much better.

We are the global specialist in precise and open architecture algorithmic IP for fully personalized portfolio rebalancing and client service delivery.

We license portfolio and management control systems to empower wealth businesses to deliver fully personalised client centric investment portfolio propositions at scale.

We foresee a future where a majority of investing is done in a unique, harmonised manner, merging professional guidance with individual investor values and interests.

We strive to empower more people to invest, confident in the knowledge that their investments not only match their financial goals but also mirror their personal beliefs and values.

Our story

In the late 1990s, the Financial Simplicity Founder and CEO Stuart Holdsworth noticed three trends: the shift to portfolios to express more investment value, the introduction of personalisation to express more client value, and the growing unique identity of investment advisory firms. He also noticed that resolving the complexity of these at scale was beyond most product systems or spreadsheets.

After five years of building algorithms and developing automated control systems, Financial Simplicity was created in 2003. With some clients boasting 10 year histories with Financial Simplicity, limited alternatives, and 15 years of proven operating experience, Financial Simplicity has proven itself reliable and sustainable. With each passing day, we take pride in the part we play in making wealth management better.

Stuart Holdsworth
CEO and Founder

Stuart Holdsworth

Stuart has over 30 years of experience in the use of technology for the strategic competitive advantage of businesses in the financial markets and investment industry.

Stuart strongly believes that investment advisory firms or investment product manufacturers can both increase their value to their clients /investors and improve their businesses with the introduction or operational finessing of more personalised portfolio propositions.

Stuart is passionate about leveraging the power of computational algorithms and technology to significantly enhance how businesses can bring clients / investors closer to them, in a highly scalable fashion, ultimately making the customer experience and the business better at the same time.


Andy Welch

Originally from the UK, Andy has a Computer Science degree and has been working in the industry since the early 2000’s.

With an eye for detail, Andy’s core principles are based around engineering the best solutions for the end users, the issues at hand, and the business.

Andy has a passion for producing high quality, reliable systems and believes that with the right people and enough time and money, anything is possible.

Head of Product

Graham Nelson

25+ years experience applying information technology in financial services in a variety of senior product & strategy roles.

Applying strategic thinking with strong execution capability to deliver better client experiences, outcomes and business efficiency.

A challenger of the status quo to provide new ways to improve processes and service delivery with innovate solutions.

Non-Executive Director

Rich Arnold

Rich is a globally experienced strategy and finance executive and has had substantial experience with the formation and development of Charles Schwab.

With a detailed understanding of the investment industry dynamics and operation globally, Rich very much believes that consumers can and should receive better servicing for the fees they pay.

Rich is passionate about evolving areas of the investment industry with technology that deliver better consumer outcomes and experiences.

Get in touch and find out how we are making wealth management better