Google veteran launches ‘digital family office’ backed by Betsy Cohen, Eric Schmidt

Arta Finance, a fintech that aims to replicate the family office experience for a wider audience through artificial intelligence, debuted with $90 million in funding from investors who include Betsy Cohen and former Google chief Eric Schmidt.

Calling the operation a “digital family office,” Arta CEO Caesar Sengupta, who led Google’s payments initiatives until 2021, said the startup will offer AI-personalised portfolios and alternative investments to accredited investors in the United States, with the aim of eventually expanding to non-accredited investors on a global scale.

While family offices cater to those with hundreds of millions in assets, Arta is targeting those with $100,000 to several million dollars in investable assets, Sengupta said.