Wealthbrix’s Rajesh Khanna on the ‘touch and tech’ approach to private wealth advisory

In an increasingly complex and competitive wealth management landscape, Wealthbrix Capital Partners is carving a niche with its client-first, portfolio-led model. Founded by seasoned professionals and based in Dubai’s DIFC, the firm is targeting the underserved but rapidly expanding segment of mid-tier millionaires — globally mobile individuals with $5m–$30m in investable assets.

Gulf Business speaks with CEO Rajesh Khanna about the inspiration behind Wealthbrix, its strategy to tap into a $55tn global opportunity, and how its “Touch and Tech” approach aims to reshape private wealth advisory in the region and beyond.

What was the inspiration behind launching Wealthbrix, and how does its client-first model differentiate it in an increasingly competitive wealth management space?

Wealthbrix was founded by a team of senior professionals who have led investment and advisory mandates across top regional and global institutions. Over the years, we saw a growing gap between what clients needed and what legacy platforms could provide. Our goal is not to replicate existing models, but to create a firm built around the actual priorities of global upwardly mobile wealth creators.

What differentiates us is a portfolio-led, not product-led, model. Our starting point is always the client: their goals, structures, risk appetite, and ambitions. We then build outward with bespoke advice and access to a full spectrum of global solutions. Wealthbrix operates as a fully independent firm. That means unbiased advisory, no proprietary product push, and no constraints tied to a single platform or custodian. Clients get true optionality, transparent pricing, and strategies built purely around their needs.

Put simply: while others offer a menu, we offer access to the kitchen. That level of flexibility, governance, and alignment is what we believe the next generation of clients is asking for.

The UAE’s wealth industry is evolving rapidly. What key trends are you seeing in investor behaviour and portfolio strategies among high-net-worth individuals in the region?

The wealth landscape in the UAE and the wider GCC is undergoing a fundamental transformation. Today’s discerning clients are more global, more engaged, and more focused on long-term outcomes than ever before. One of the most significant shifts we’ve seen is the rise of mid-tier millionaires — individuals with  $5m to 30m in investable assets. This segment is expanding rapidly in the region but remains largely underserved by traditional platforms. These clients are entrepreneurial, globally mobile, and increasingly sophisticated in how they manage their capital.

Rather than simply parking wealth in the UAE, both MTMs and UHNWIs are embedding themselves more deeply — relocating families, acquiring businesses, setting up structures, and seeking strategic governance. There’s a strong appetite for transparency and control, with many clients demanding visibility across multiple banks, jurisdictions, and asset classes.

We’re also seeing a significant increase in demand for access to private markets, including private credit, real estate, and pre-IPO opportunities. But what clients want is not just access — they want institutional-grade due diligence, structuring, and governance. Overall, there is a clear desire for alignment. Clients want to work with advisors who sit on the same side of the table — unbiased, transparent, and accountable. Wealthbrix was designed with that expectation in mind.

Wealthbrix aims to tap into a $55tn global opportunity. Can you elaborate on what this figure represents and how the firm plans to access this market?

The $55tn refers to the wealth held globally by mid-tier millionaires (MTMs) —individuals with investable assets between $5m and $30m. This segment is fast-growing, entrepreneurial, and expanding particularly in emerging markets and financial hubs like the UAE.

These clients often fall between the cracks: too complex for standardised retail models, and not always prioritised by ultra-high-net-worth desks. Many are self-made entrepreneurs, business owners, and global professionals who require a sophisticated, yet accessible, approach to managing wealth. We’re seeing an increasing blurring of lines across client segments. Traditional product-led models often struggle to deliver bespoke solutions to this group, instead offering generic, one-size-fits-all portfolios that don’t fully address their evolving needs. What they need is holistic, cross-border advice that reflects their full picture — structuring, succession, liquidity, and business planning.

Wealthbrix is purpose-built to serve this segment and UHNWIs, by combining institutional-grade discipline with a client-first, transparent advisory model. With three core offerings —private wealth, asset management, and corporate finance — we offer an integrated model that spans investment strategy, structuring, and execution. By operating an open-architecture platform, domiciling funds locally in the DIFC, and building deep global partnerships, we give these clients access to cross-border opportunities with clarity, control, and alignment. In doing so, Wealthbrix provides a more suitable array of solutions that match their real risk-reward profiles and ambitions.

With DIFC as your base, how do you plan to leverage Dubai’s position as a global financial hub to scale your services and reach a wider client base across the GCC and beyond?

DIFC is not only a regional financial centre — it is increasingly becoming a global hub for private capital. With its mature regulatory environment, international connectivity, and growing infrastructure for asset management and fund domiciliation, it provides an ideal platform for scaling a firm like Wealthbrix.

By domiciling our future funds in DIFC, we are supporting the UAE’s ambition of becoming a leading private capital and asset management hub. At the same time, it enables us to provide our clients with locally governed, globally relevant investment options. We are also actively building partnerships with global custodians and asset managers across Switzerland, Europe, Asia, and the wider GCC. This gives our clients access to best-in-class solutions with the transparency and optionality they expect.

Dubai serves as both a regional base and a global launchpad. From here, we are scaling across the region by targeting client segments that value independent advice, cross-border structuring, and institutional governance. Wealthbrix is well positioned to serve the new generation of global upwardly mobile wealth creators who want to be based in the region but seek global opportunities.

What role will digital innovation, personalised advisory, and cross-border investment solutions play in your future growth strategy?

These are foundational to the Wealthbrix model and deeply embedded in how we scale and serve clients. At the heart of our strategy is a hybrid approach we call “Touch and Tech” — where trusted, high-touch advisory is delivered by experienced professionals and enhanced by a digital infrastructure that enables precision, efficiency, and scale.

Our platform offers clients a consolidated 360° view of their wealth, aggregating holdings across multiple banks, geographies, and asset classes with periodic risk and performance tracking. This level of integration is essential in a world where clients are increasingly managing complex, cross-border portfolios. We are also a cloud-native firm from day one — meaning we’ve built for security, scalability, and seamless collaboration. Our CRM, analytics, and execution systems are tightly connected, ensuring that both clients and advisors have the clarity and data needed to act with conviction.

On the investment side, cross-border capability is not just a feature — it’s a requirement. Our clients are globally mobile and structurally diverse, and we support them with investment structures, opportunities, and execution across the GCC, Europe, and Asia. Ultimately, our goal is to simplify what’s complex — offering clients a deeply personalised advisory experience, powered by institutional-grade infrastructure, and always aligned to their ambitions.