FounderFold: the layer on top
- New lines and products
- Generate strategies and optimize the firm itself
AI models: they do the analysis, and they’re built in
AI for asset management firms. “Do we launch a new fund or not?” That debate has been in committee for two years
FounderFold is the layer on top of AI models for your firm as a business: AI for asset management firms that finds new lines and products and generates strategies to optimize the firm, with every decision kept.
Early access is by invitation.
On top of AI models, for the firm as a company
FounderFold for asset managers is a layer on top of AI models for the firm as a business: it finds and generates new lines and products, generates strategies to make the firm itself more efficient and keeps each decision with its reason. The AI is already built in. It is not investment advice.
FounderFold: the layer on top
New lines and products
A fund, a service, another market. The Explorer brings what it finds with its source, partners’ proposals come in through the same door, and all are measured the same way.
Generate strategies and optimize the firm itself
A diagnosis of how the firm works, an improvement plan with experiments and figures, and follow-up on each decision the committee made.
AI models: they do the analysis, and they’re built in
What can AI do for an asset manager?
AI already helps asset managers on two different fronts. With the end client, it prepares meetings and reviews compliance. With the firm as a business, it helps decide which products to launch, which markets to enter and how to make the firm more efficient, and that’s where the reason for each decision needs keeping.
Heard when the firm talks about itself
“Do we launch a new fund or not?”
The debate has been in committee for two years, and each time it starts from zero.
“We did the analysis on opening in Portugal. Where is it?”
On someone’s laptop, or in a deck from three boards ago.
“Who decided to close that service, and why?”
The minutes say it closed. They don’t say what weighed on the decision.
“Every partner brings their own plan to grow.”
And none can be compared with the others.
AI models help with your clients. FounderFold keeps what your firm decides.
| AI models | AI models + FounderFold | |
|---|---|---|
| Client work | Meeting prep and follow-up, pre-review for compliance, prospect onboarding and rebalancing, including through dedicated plugins. | FounderFold handles the firm’s business decisions. |
| Studying a new product | Research with citations and multi-step tasks on your files. | The product has its record, with number and status. When you add it, you note the study under “What you already know”, with its link. |
| Comparing proposals | A project’s instructions apply the criteria you give them. | Criteria and reasons to discard belong to the portfolio (“How it’s scored” and “Reasons to discard”), and the panel counts how many proposals fell to each. |
| Why it was decided | Memory of chats, and audit logs of usage on enterprise plans. | History keeps who, when and why, and filters by decision-maker. |
| The fund that returns every year | They analyze it again, from what you pass them. | Its record is still there: what was studied, why it went on hold or was discarded, and who decided. |
| The board | They write presentations from what you give them. | A board PDF (“Download for the board”) calculated from the records, without AI. |
Indicative comparison with features offered by some AI models and general assistants as of October 30, 2026; they vary by provider and plan, and change quickly. The column with FounderFold only lists what already works in the panel.
Early access is by invitation.
An uncomfortable question
Think of the last product you decided not to launch. Where is it written down why?
- Who stopped it?
- On what figures?
- Will it be back in committee next year?
How FounderFold runs an asset manager’s business
A portfolio for the firm itself
Possible products, services and markets, each on its record, kept apart from what the firm does for clients.
One yardstick for every proposal
A rubric and reasons to discard agreed by the partners, so a new fund and a new service are debated on the same criteria.
Opportunities with their source
The Explorer searches for businesses with what you ask and shows each fact with its source, or “Not checked”. If nothing fits, it says so.
The firm’s efficiency
A diagnosis in conversation on how the firm works, an improvement plan with experiments, and figures that say whether it helped.
Every decision, with its reason
Who, when and why, in History. A new committee member reads it without having to ask.
A board report
A PDF with figures calculated from the records, without AI, and anything unverified flagged.
An asset manager decides whether to open an institutional service
Illustrative data — Fictional company, ideas and figures, shown for illustration only.
Corvina Capital, a fictional twelve-person asset manager, has been talking about an institutional line for two years.
Open the firm’s portfolio
The partners configure the portfolio in conversation: what they want as a business and what they won’t do, such as launching a product that needs another investment team.
Bring in what’s already been thought
The last few years’ four proposals come in as ideas, each with what was known and its link.
Look for what wasn’t considered
An Explorer round brings two other possible lines with their sources and rules out nine by the agreed reasons.
Test before deciding
An experiment with a numeric criterion: three conversations with institutions and a maximum cost. No second meeting, and it stops.
The committee decides
The institutional line goes on hold with its reason, and another is chosen. The report reaches the board with figures from the records.
Two years of debate fit on one record: what was looked at, what was tested and why it was decided.
Stop debating every year what you’ve already decided.
Early access is by invitation.
How an asset manager starts, in four steps
Describe the firm as a business
What it’s after, what it won’t do and what would stop it. FounderFold proposes the rubric and reasons to discard, and the partners approve them.
Bring in what’s been thought
Each product, market or service proposal comes in as an idea, with what was already known.
Test and decide
Study in depth the ones that matter, test with an experiment and decide with the reason written.
Report to the board
The board report, calculated from the records, with the decisions awaiting the partners.
Halden MutualNew lines 2027Board report · Q3 2026Weighted value per year rose to €3.1M; two decisions need the board.
- Weighted value per year
- €3.1Mbetween €1.4M and €5.6M
- Recurring revenue
- €7,000a month; 1 of 4 projects with data
- Ideas discarded this quarter
- 57Top reason: competition
Decisions requested
- Pass the gate for Event cancellation for small venues (Exploration → Pilot).
- Decide on the kill criterion on “Watch” for Landlord rent guarantee.
Cutoff Sep 30, 2026 · Portfolio New lines 2027 · Page 3 of 24
Where an asset manager loses its business decisions
An asset manager documents what it does with clients’ money rigorously. What it decides about itself, what to launch, where to open and what to close, tends to stay in minutes and decks nobody reopens.
Decisions that keep coming back
The thematic fund, the institutional share class or the move into another country return to committee every year, and each time they’re analyzed from zero.
Every partner brings a plan
With no shared yardstick the best-presented proposal wins, and nobody can compare the cost of a launch with that of opening another service.
Internal projects with no ending
A new line or an operational change opens with enthusiasm and stays alive because nobody wrote down what result would stop it.
A new product at the firm, for example
Each stage ends with a person’s decision and its reason. These are stages of the firm’s business, not of its clients’ investments.
Projects by stage
Lifecycle: new business line in an existing company · Halden Mutual
Illustrative data — Fictional company, ideas and figures, shown for illustration only.- Milestone done
- In progress
- Pending
- Gate
- No risk
- Watch
- Triggered
- Kill criterion for a new product
- Under €5M committed six months after marketing opens Example criterion. Illustrative data.
What an asset manager can do with FounderFold
Decide on a new product
Funds, share classes or services, compared on the same rubric with the reason for each discard.
Enter another market
The analysis of opening in another country, on a record you can still find in two years.
Improve operations
An improvement plan with experiments for what takes the most time inside the firm.
Answer to the board
What was decided about the firm, who decided and why, in a report calculated from the records.
What your firm gains
Fewer repeated debates
What’s been looked at once doesn’t get paid for twice.
Shared criteria
Every partner’s proposal is measured the same way.
Decisions you can explain
The reason for each is in plain view of the committee.
A leaner firm
What doesn’t work stops before it stays forever.
What asset managers ask about FounderFold
Does FounderFold tell us what to invest in?
No. It never says whether to invest, it is not investment advice and it does not provide investment services. It’s for the firm’s own business decisions; the firm’s people decide.
What does FounderFold focus on at an asset manager?
On the firm as a business: which products to launch, which markets to enter, how to make the firm more efficient and why each thing was decided. For day-to-day client work, you keep your tools and your AI models.
Can we separate the firm’s portfolio from other initiatives?
Yes. You can have several portfolios, each with its configuration, and “All portfolios” compares them in one view.
What does it add if we already have our MiFID tool?
It’s a different piece. That tool covers suitability and client records. FounderFold keeps what the firm decides about itself, which usually lives in no system at all.
Do I have to connect or pay separately for an AI model?
No. The AI comes with your FounderFold membership, with a monthly AI limit in plain sight, and there’s nothing to connect. If you already use a model, keep using it for your own work.
How is this different from using an AI model for it?
The model does the work: it researches and writes. FounderFold keeps the decision: what was studied, what was discarded and why. The two complement each other.
We’re regulated. What does compliance see?
That agents don’t decide: they propose, and the Explorer leaves what it finds as “New, undecided”. That a person confirms every closure and that each organization sees only its own portfolios. Records are never deleted and History keeps everything.
How does an asset manager get access, and what does it cost?
For asset managers, FounderFold is in early access by invitation, and pricing is not published. Request access with a few lines about your firm.
Who sees the firm’s decisions?
Each organization sees only its own portfolios, and access is controlled in the database, not just the interface. Inside, each person has a role.
Is our data used to train AI models?
No. FounderFold uses AI under commercial terms in which, by default, inputs and outputs are not used to train models. Each request carries only your organization’s data.
Who decides at an asset manager using FounderFold
The firm’s people decide, and each decision stays on record with its reason. FounderFold is software for the firm’s business decisions: it is not investment advice, it does not provide investment services and it never says whether to invest.
Asset manager or family office?
An asset manager runs third-party capital and here decides about its own business. A family office invests a family’s capital and often has companies of its own to follow.
Stop debating every year what you’ve already decided.
Early access is by invitation.
Tell us who you are and what you want to solve. If it is a fit, we create your organization and send the owner an invitation.Leave your details and we’ll email you when the Founder membership opens. Nothing to pay now.Leave your details if you are interested in deal analysis and we will email you about it. Signing up does not give you access to any service or commit you to anything.
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