As an outsider, Fabian Charlier was long intrigued by AWAP. Now, he details the firms business model, plans and investment approach from the inside.
Long before he joined in July this year as managing director, Fabian Charlier had admired and been equally intrigued by AWAP.
‘I’d never seen anything like it,’ he says.
The group provides members with support in investment research, regulatory, administration and office services.
Founded by three independent asset managers, AWAP, which was originally named Amethyst Wealth Adviser & Partners, still keeps the emblem of the amethyst at its core.
To those who trust in the power of crystals, amethysts promote serenity, balance clarity, discernment, protection and independence.
These are all traits which AWAP can use to make the life of independent asset managers (IAMs) easier.
Transforming a 15-year-old start-up
Since Charlier was onboarded, his mission has been clear: to improve the visibility of the platform. Despite AWAP existing on the market for over 15 years, Charlier still refers to it as a ‘start-up’.
From the beginning, some members would tell their clients they were part of a broader ecosystem, as a way to reassure them that they were not operating alone. Today, members increasingly disclose their affiliation with the AWAP community, especially as AWAP’s marketing becomes more structured.
‘2026 will be the year you hear about it,’ he quips.
The increasing regulation on IAMs has only meant its services are increasingly in demand. With a background in business development and investment, Charlier has already cleaned up the website used by members, which is an information access point.
A community first
It’s no secret that AWAP’s ambition is ‘to become the leading platform in French-speaking Switzerland’ – it’s clearly labelled on its website.
AWAP currently consists of a 65-strong community of wealth managers, and Charlier discloses the first milestone would be to reach the 100 mark.
Charlier sincerely states:
‘We have no current plans to expand outside of French-speaking Switzerland, partly due to the “Röstigraben”, and as we are compliance-based, I don’t see us expanding into France either.’
AWAP began as a community and despite it taking a more structured approach in the past few months, Charlier firmly believes this is what it will remain – with the odd drinks reception here and there.
Where’s the competition?
‘We don’t really have competitors in Romandie. There is another platform in German-speaking Switzerland, but it operates differently, as it takes an equity stake in the IAM, unlike our model.’
AWAP does not invest in their companies.
‘Any IAM in our community remains entirely independent,’ he says.
Charlier says there was a competitor platform in Geneva, but it was very expensive.
‘To be part of our community, it is CHF 300 to 400 a month.’