Finary Taps Upvest to Launch Stock and ETF Investing for 1 Million French Users

Finary is expanding its French wealth management platform from portfolio tracking into active brokerage through a new partnership with Upvest. By integrating Upvest’s investment infrastructure, Finary aims to convert its user base of over one million savers into active investors, addressing a significant gap in the French retail financial market.

What was announced

Finary will utilize Upvest’s Investment API to launch a comprehensive stock and ETF investing offering. The move is designed to transition Finary’s community from simply managing and viewing wealth to executing trades within the same application. The partnership targets a specific disparity in French finance: while households are disciplined savers—setting aside 9.5% of their income in the first quarter of 2026 compared to a 5.8% euro area average—only 4% of the country’s €6.5 trillion in financial savings is currently invested in listed shares.

Significant capital remains locked in regulated accounts like the Livret A, which holds approximately €444 billion, and traditional life insurance funds totaling over €1.5 trillion. Upvest’s infrastructure provides Finary with a "fractions engine" that grants investors direct legal co-ownership of securities. This differs from common fractional models in France that have typically been offered through derivatives, financial contracts (contrats financiers), or debt instruments (titres de créance), which often carry counterparty risk. The French regulator, the AMF, has recognized the fractions distributed via Upvest as equity securities, held in a protected, bankruptcy-remote custody structure.

The integration is powered by Upvest's Investment API, which handles the heavy lifting of order execution, settlement, custody, and regulatory reporting. This allows Finary to maintain its focus on the user interface and experience while leveraging Upvest's pan-European footprint to move quickly from decision to launch without compromising on execution quality.

"Stock market investing is the most requested feature from our community, and the natural next step in our mission to be the one-stop shop for their money. We chose Upvest for its regulated infrastructure, strong execution and a team that understands what modern investors expect,"

Mounir Laggoune, CEO at Finary.

The companies involved

Finary is a Paris-based wealth management application that has scaled to serve more than one million users in France. The platform originally focused on providing a comprehensive view of a user's entire net worth, including real estate, crypto, and traditional bank accounts. By moving into brokerage, it is evolving from a dashboard into a full-service financial hub, aiming to be a one-stop shop for its community's financial lives. The company is led by CEO Mounir Laggoune.

Upvest acts as a leading European investment infrastructure provider, offering an API-first approach to brokerage and custody. The firm provides the technical and regulatory backbone that allows fintechs and traditional banks to offer investment products without building the underlying infrastructure from scratch. Upvest’s model is specifically designed to handle the complexities of cross-border European regulations while providing modern features like fractional trading with real legal ownership. The company views France as a key market in its European expansion, combining one of the continent's largest pools of savings with a fast-growing demand for digital investing solutions. Upvest is led by CEO and Founder Martin Kassing.

What this means

This partnership highlights a maturing phase for European wealthtech, where "aggregation-only" models are no longer sufficient to retain high-value users. For Finary, the pressure is on to monetize a large user base by capturing transaction flow that previously went to legacy banks or neo-brokers. For the wider French market, the entry of a major domestic player into fractional equities could challenge the dominance of the Livret A and traditional life insurance. The industry is watching whether API-first infrastructure can finally lower the barrier to entry enough to shift France’s massive "lazy" savings into the capital markets, potentially forcing traditional institutions to modernize their own retail offerings to compete with digital-native platforms.