Fideuram - Intesa Sanpaolo Private Banking continues its European expansion with the launch of Fideuram Direct in Luxembourg and Belgium. After an initial roll-out in Italy in 2022, the platform is entering a new phase in its international development. The launch is part of the 2022-2025 strategy of the Intesa Sanpaolo Group, which is banking on the digitalisation of wealth management to strengthen its presence in European markets.
Fideuram Direct is an intuitive mobile application that allows customers to manage and grow their assets independently, while benefiting from remote support from qualified advisers. In Italy, the solution has already attracted more than 81,000 users and totalled €3.3 billion in assets under management in just over two years.
The model is based on easy access to the financial markets through a wide selection of ETFs, notably iShares from BlackRock, the European leader in the sector, but also from other issuers. Users can subscribe to accumulation plans, invest gradually and diversify their portfolios. The platform plans to enhance its offering with model portfolios and, eventually, a hybrid model combining human support and digital tools.
The partnership with BlackRock, announced in 2024, is at the heart of this initiative. The asset manager is contributing both its investment expertise and its Aladdin technology, which is used to analyse portfolio risks and exposures. The technical development of the platform has been entrusted to fintech AlpianTech, which specialises in digital solutions for private banking.
For Tommaso Corcos, head of wealth management divisions at Intesa Sanpaolo, Fideuram Direct symbolises "a digital banking model combining the Group's solidity, BlackRock's expertise and an innovative approach to savings". The stated aim: to make investing simpler, transparent and accessible, while guiding customers towards more structured management of their assets.
Rachel Lord, head of BlackRock International, stresses for her part that this initiative "represents an important step in realising the ambitions of Fideuram - Intesa Sanpaolo Private Banking, offering a digital investment experience focused on the real needs of investors".
The context is buoyant. In Belgium, more than 80% of citizens now use a banking application at least once a month, and 26% say they do so more often than a year ago. According to BlackRock's People and Money 2025 study, the adoption of ETFs has risen by 43% since 2022. Luxembourg, an international financial centre and mature market for digital services, offers an equally favourable environment for this type of solution.
With Fideuram Direct, Intesa Sanpaolo is affirming its ambition to become a leading player in digital wealth management in Europe. The alliance between a major banking group, an asset management giant and an innovative fintech illustrates the evolution of a sector where technology is now redefining the codes of financial advice.
