Arta Finance is a digital family office. Credit: Arta Finance//PRNewswire.

A team of former Google executives has introduced a digital family office, called Arta Finance, to provide individuals with access to alternative asset offerings.

The new service, which will be initially available to accredited investors in the US, has been designed to deliver customised solutions that are usually offered by family offices to their ultra-rich clients.

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Arta Finance has so far garnered over $90m from Sequoia Capital India, Ribbit Capital, Coatue Management and over 140 angel investors.

Arta Finance CEO and co-founder Caesar Sengupta said: “We believe that a high-powered financial strategy and a secure, happy future shouldn’t be the monopoly of the ultra-rich.

“Everyone should have a chance to take charge of their financial life in the same way that wealthier and financially savvier people do.

“So we’re doing this the way we know best – by breaking down barriers to sophisticated finance with technology.”

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Besides offering access to alternative assets like private equity, Arta Finance will provide liquidity using a line of credit for its members who are eligible to receive the benefit.

The firm will also leverage artificial intelligence (AI) technology to facilitate intelligent investing in public markets.

In addition, members of Arta Finance will be able to build their own customised and automated investing plans using stocks, bonds, options, and leverage.

The ultra-wealthy members will be able to share their financial knowledge with each other.

Eligible members of the firm will be able to select performance-based pricing plans, among others, noted the company.