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Selfwealth by Syfe has relaunched its mobile app in Australia, adding an auto-invest feature that places scheduled share and ETF orders for users.
The update targets investors who set goals at the start of the year but struggle to make regular contributions. Finder research cited by the company found that 85% of Australians have set a financial goal for 2026, with 18% aiming to grow wealth through investing.
Selfwealth has been part of Syfe since Syfe acquired the business in 2025. Selfwealth started in 2012 as an online investing community and later expanded into a flat-fee trading platform. Selfwealth by Syfe now supports more than 130,000 investors in Australia, while Syfe Group reports more than AUD $16 billion in funds under administration.
Auto-Invest feature
The auto-invest function lets users set a regular investment schedule for any stock or exchange-traded fund on the platform. Users choose an amount and frequency, and the app places market orders automatically.
Scheduled orders can be reviewed, paused, or updated in the app. The feature is designed to accommodate changes in budgets and market conditions, while keeping an investment plan running without manually placing each trade.
Selfwealth developed the function after gathering feedback from its user community. It is intended to address common obstacles that disrupt investing routines, including time constraints, uncertainty about market direction, and delaying contributions while waiting for what feels like a better entry point.
Syfe Group Chief Operating Officer Samantha Horton said customer research shaped the decision to focus on consistency as a product feature.
"We built auto-invest after hearing from customers who wanted a simpler way to stay consistent without worrying about timing the market. When we surveyed our customers, nearly 60 per cent told us that growing long-term wealth, rather than generating income or saving for a specific goal, for example, is their top financial aim. Auto-investing in a proven strategy for long-term wealth accumulation, ensuring disciplined, regular contributions, regardless of short-term market fluctuations," said Samantha Horton, Group Chief Operating Officer, Syfe.
Nearly 60% of surveyed Selfwealth customers ranked long-term wealth growth as their primary financial goal. The feature aligns with other tools designed to make recurring contributions easier than ad hoc trading.
App rebuild
Auto-invest is part of a rebuilt iOS and Android app. The update focuses on navigation and portfolio visibility, including an instant portfolio view showing total value, available cash, and holdings.
Stock pages have been redesigned around the information investors use most often, with the aim of reducing the steps between reviewing an investment and placing a trade. Navigation between Portfolio, Watchlists, Stocks, and Orders has also been simplified.
The changes come as Australian retail investors increasingly use mobile-first platforms for share trading and ETF investing. Many brokerages have shifted toward app-led experiences that prioritise a quick view of portfolio status and a shorter trade path. Selfwealth is positioning the rebuild as a response to those expectations.
Rylan Dawes, Head of Product at Selfwealth by Syfe, said product development would continue through the year.
The relaunch also emphasises Selfwealth's community origins. It began as a place for investor discussion, and that community remains central to its brand identity even as it operates within a larger regional wealth platform.
"Selfwealth started as a community for investors, so it's important to us that we continue listening to our users, the very people who helped build the platform. We're excited to keep evolving the app and introducing innovative features that make investing smarter and more seamless throughout 2026. Beyond auto-invest, we focused on making the app faster, clearer and more intuitive, without compromising the low-cost trading and security our users expect," said Rylan Dawes, Head of Product, Selfwealth by Syfe.
Syfe operates across Singapore, Hong Kong, and Australia, and says it has customers in more than 60 countries. It has raised more than USD $130 million and counts Valar Ventures, Unbound, and partners from DST among its backers.
The refreshed app is available now, with further feature updates planned during 2026.