The multi-asset wealth platform for HENWY.

What’s a HENWY?

You may have heard of HENRY (High Earning Not Rich Yet) but we prefer to focus on HENWY (High Earning Not Wealthy Yet).

This is a group that transcends demographics, representing an emerging sub-culture that earns higher than the national average, yet lags in terms of net wealth.

HENWY are high-earning professionals in their late 30s to late 40s, working 40+ hour weeks in demanding careers while juggling young families and aging parents. Their days blur between strategic meetings, school pickups, and late-night emails, leaving them mentally exhausted and financially anxious despite earning $150K-$250K.

HENWY’s drive sensible cars, live in good school zones, and appear pretty successful, but privately feel like they're drowning—watching assets inflate beyond reach while their savings stagnate. The fear that haunts them isn't poverty; it's the realisation that despite doing everything "right," they might never achieve the financial freedom their parents had. HENWY’s rationalise their struggle as only temporary ("once the kids are a bit older," "after the next promotion"), but deep down know they're trapped in a cycle of earning well but never building wealth, constantly one emergency away from financial stress.

Nobody's built the bridge between "I make good money" and "I have actual wealth" until now.

HENWY feels stuck running the rat race….in a hamster wheel.

We’re for HENWY.

Access is key to growing wealth.

Being a HENWY isn't about being bad with money.

It's about being caught between an economy that rewards wealth with more wealth and a financial system that wasn't designed for people in their situation.

The system isn't broken - it's working exactly as designed. The question is: how do we change the rules?

Over the past two decades the average wealth of the top 20% has grown at 4x the rate of the lowest.

Why? Because access to more diversified, risk appropriate assets = performance.

By investing in private companies, gold, startups and other investments that aren’t available to everyone else, these ‘sophisticated investors’ have better means to build wealth via higher risk-adjusted returns.

While retail investors are shoehorned into 6-7% annual returns through public markets, and retail housing sophisticated investors on the other hand can access private credit markets yielding 12-15%, commercial property investments generating 8-10%, and private equity delivering 17-20% annually.

This systematic exclusion of 3.4M high-earning Australians from wealth-building asset classes represents the largest market inefficiency in modern financial services.

  • Private equity asset class

    Private Equity

    Med-High Risk | Avg. 12-15% p.a.

  • Venture Capital asset class

    Venture Capital

    High Risk | Avg. 17-20% p.a.

  • real estate fund asset classes

    Real Estate (REIT)

    Medium Risk | Avg. 8-10% p.a.

  • private credit asset classe

    Private Credit

    Medium Risk | Avg. 8-10% p.a.

  • gold bullion commodity asset class

    Gold Bullion

    Low Risk | Avg. 7-8% p.a.

Nobody's built the bridge between "I make good money" and "I have actual wealth" until now. .

Our Solution: Wealth Management, Simplified.

Automate & Accumulate

We securely automate the management process, a hands-free approach to investing with a long-term view.

  • Dynamic auto-invest your funds based on price moving average, key economic events and time period.

  • Automatic Portfolio rebalance intelligence based on multiple factors such as sectors, markets, weighted risk score.

  • Hands-free: unlike self-directed investing apps, we remove the need to select stocks, actively manage your portfolio - a complete automated approach to disciplined investing.

Unparalleled Access

We blend the liquidity & transparency of listed assets with carefully selected unlisted investments, aiming for superior risk-adjusted returns.

  • True Diversification exposure to PE/ VC funds, REIT’s, Private Credit/Debit, High Yield Cash, Equities and Commodities to further diversify your portfolio - all in one place.

  • Flexible Liquidity withdraw funds without locking in terms - which is conventionally required for unlisted assets.

  • Cash Loans Using the underlying assets held on Trove, we will loan customers up to $25,000 in instant cash preserving their wealth.

Risk-Based Asset Allocation

We understand the risks that come with unlisted asset, which is why we offer various combinations of asset portfolios designed to meet your financial goals, adjusting for your risks to achieve more. 

  • Tailored asset mix: for all types of investors whether they’re looking steady income stream, growth or capital preservation at different investment stages.

  • Measured approach: we assess each asset class diligently, ensuring that you don’t take on excessive risks.

Goal-focused Mobile Experience

We understand your goals should be at the forefront, which is why we help you see every step of way toward achieving them.

  • Goal-oriented: set your main and micro goals and keep track of them in real time.

  • Transparent: view historical buy/sell orders and executed prices for full transparency.

  • Performance-focused: display differential returns vs. market (ASX200, S&P500) over time.

By providing dynamic auto-investing & portfolio rebalancing, along with access to unlisted assets, Trove helps you achieve greater risk-adjusted returns that contribute toward building wealth.

We’re here to reshape the way emerging generations build wealth.

Join the Waitlist.

Join a select group of early adopters shaping the future of wealth management. Beta access to Trove isn't just about being first—it's about having a voice in building a platform that redefines how wealth works. Limited spots available.