Wealth management firms are expanding their use of digital platforms to deliver investment portfolios that reflect individual financial objectives, risk tolerance and investment preferences. Rather than relying exclusively on standardised investment products, advisers can use portfolio management systems to adjust asset allocations, apply investment restrictions and monitor holdings against client requirements. Digital investment platforms support this shift by combining portfolio construction, trading, reporting and monitoring within more coordinated workflows.
MSCI’s January 2026 Wealth Trends research found that 98% of surveyed advisers said new high net worth portfolios included some level of customisation. The finding suggests that tailored portfolios have become common among the professionals surveyed, although the degree of customisation varies considerably. Delivering these services consistently still requires reliable information, appropriate investment processes and the operational capacity to maintain portfolios over time.
Portfolio Customisation Extends Beyond Standardised Investment Options
Personalising a portfolio does not necessarily mean constructing every investment strategy from the ground up. Firms may begin with model portfolios and adjust holdings or allocations to accommodate relevant objectives, restrictions and financial circumstances. Direct indexing provides another approach, allowing investors to hold individual securities designed to track an index while incorporating selected portfolio adjustments.
Digital investment platforms can support these approaches through portfolio modelling, trade implementation, automated rebalancing and consolidated reporting. However, additional customisation can increase trading activity, monitoring requirements and implementation costs. Firms must therefore determine which adjustments create meaningful value for clients and which introduce complexity without a clear investment rationale.
Key considerations in portfolio personalisation include:
- Investment objectives: Align portfolio construction with financial goals, time horizons and risk tolerance.
- Portfolio restrictions: Accommodate relevant investment exclusions and other documented client requirements.
- Ongoing management: Monitor allocations, implement rebalancing and maintain records of portfolio decisions.
- Operational feasibility: Assess trading costs, platform capabilities and the resources required to manage customised holdings.
- Suitability and oversight: Ensure that individual portfolio adjustments remain appropriate to the client’s circumstances.
Digital investment platforms are most useful when personalisation remains connected to sound investment management rather than becoming an exercise in adding complexity.
Direct Indexing Expands Portfolio Customisation
Direct indexing illustrates how investment technology is enabling more granular portfolio construction. Instead of holding only a pooled investment fund tracking an index, an investor can own individual securities designed to replicate the index’s exposure while permitting selected modifications. FTSE Russell’s September 2026 survey of 400 United States financial advisers found that 41% used direct indexing, up from 33% in its 2025 survey.
Among advisers who had not yet adopted the approach, 42% planned to do so within the next 12 months. The survey also found that 78% of respondents reported implementation friction, highlighting the operational difficulties associated with expanding the strategy. Digital investment platforms can support customised portfolios, but firms need the infrastructure to manage individual holdings, trading, monitoring and reporting effectively.
These findings indicate growing interest in direct indexing alongside continuing challenges in putting customised investment strategies into practice.
Platform Integration Determines Delivery at Scale
As portfolios become more individualised, firms must coordinate portfolio construction with trading, compliance, reporting and ongoing monitoring. MSCI’s Wealth Trends 2026 identifies operational complexity and client education as barriers to broader direct indexing adoption. Inadequate integration can create additional manual work and make it harder to maintain consistent portfolio controls. Firms also need to explain what customisation achieves, what it costs and where it may not be appropriate. The transition to private market access introduces a related question: how platforms can support a wider investment offering while maintaining suitable portfolio oversight.
- System integration: Connect portfolio modelling, trading, reporting and compliance processes.
- Cost management: Assess the trading, technology and servicing costs associated with customised holdings.
- Client communication: Explain portfolio restrictions, risks, costs and expected outcomes clearly.
- Ongoing oversight: Review allocations and investment constraints as client circumstances and markets change.
Effective personalisation depends on the full investment lifecycle, not simply the ability to create a customised portfolio.
Balancing Personalisation with Investment Discipline
The long term value of digital investment platforms depends on whether firms can deliver suitable portfolios without creating disproportionate operational complexity. Portfolio customisation can help reflect client objectives and documented preferences, but it does not guarantee stronger returns or better outcomes. Firms must consider implementation costs, trading requirements, reporting consistency and ongoing oversight when choosing how much individualisation to offer.
Important priorities include:
- Match portfolio adjustments to documented client needs and risk tolerance.
- Integrate investment systems to support reliable implementation and monitoring.
- Evaluate customisation benefits alongside operating costs and service requirements.
Ultimately, scalable portfolio personalisation requires investment expertise, reliable technology and clear controls. Firms that coordinate these capabilities can provide more differentiated services while maintaining disciplined portfolio management.
References
- MSCI. Wealth Trends 2026. January 2026.
- FTSE Russell. The Future Is Now: Direct Indexing Joins the Mainstream. September 2026.
- European Securities and Markets Authority. Actions to Simplify the Retail Investor Journey and Make Investing More Accessible. March 2026.