MONEYMASTERS Limited has joined a growing list of securities dealers in Jamaica now offering digital onboarding and self-directed trading accounts with the official launch of its new investment platform, Axia, on Wednesday at the Terra Nova Hotel in Kingston.

The new fund management software allows users to track every movement of funds with real-time precision, provides 24/7 access to investment portfolios, and aligns workflows with smart automation.

“It’s convenient. It’s confidence. It’s control redefined,” said Chief Operating Officer Teddy Jones.

The investment firm, which deals exclusively with asset management, had traditionally operated through direct advisor interactions. Clients would typically call in to request account statements or to make trades. The transition to digital services follows client concerns that information was siloed and responsiveness was lagging. With Axia, clients can now open investment accounts online, view their portfolios in real time, and manage investments themselves.

“With the implemented software, we are no longer documenting after the fact; we are managing in the moment. We are not asking stakeholders to trust what they can’t see; we’re inviting them to witness in real time,” said CEO Claudette Crooks during her keynote speech at the launch. “While our systems were familiar and functional, they had become increasingly misaligned with the needs of those we served.”

The platform is the first of a series of upcoming digital developments as the company undergoes a broader transformation. Jones clarified that the platform is not a technology add-on but rather the first major deliverable in its broader digital growth agenda. The launch lays the foundation for future innovations, including AI-assisted financial insights, personalised reporting dashboards, and streamlined onboarding processes, all aimed at enhancing the client experience.

“The world has changed. Digitisation is no longer optional; it’s essential,” said Jones, explaining the company’s shift.

Though clients can now engage in self-directed trading—which allows them to buy or sell investments on their own through the digital platform—MoneyMasters noted that it will continue offering professional guidance. Clients now have the option to access their accounts independently without needing to call an advisor, although that support remains available.

“Our target right now is to have 50,000 persons investing $50,000 by the end of the year,” Marketing Manager Nadine Emanuel told the
Jamaica Observer.

By the end of 2025, the company plans to expand digital access islandwide, with outreach already underway in South Avenue in Kingston for its real estate fund. They intend to raise awareness through parish-to-parish outreach with on-the-ground marketing. Portmore, Montego Bay and Westmoreland are next on the schedule. The campaign is expected to run throughout the year. This development adds to an emerging trend in Jamaica’s capital markets, as clients seek greater control and convenience. The Jamaica Stock Exchange offers its JTrader platform, enabling online trading of stocks, bonds, options, and mutual funds. MoneyMasters now joins established firms such as JMMB, NCB Capital Markets, and Sagicor Investments in offering self-managed trading and joins JMMB, Mayberry Investments, NCB Capital Markets, and CUMAX Wealth Management in offering digital onboarding, which allows clients to open investment accounts fully online. Mayberry has introduced digital account opening, with self-directed trading expected or in development.