Arta Finance

Arta is a modern wealth-building system & Series A fintech backed by Sequoia, Coatue, Ribbit, and 140+ angels including Eric Schmidt and Sundar Pichai. 

As Arta’s first marketing hire, I’ve helped shape and develop the company's brand voice and style, content strategy, editorial calendar, feature articles, and reach. 

Currently, I lead brand storytelling and executive ghostwriting for our podcast, newsletter, and editorial content. I ensure all content is on-brand, SEC-compliant, and makes sophisticated wealth-building feel like a breeze.

Brand Marketing

Money Minx

Money Minx is a diversified investment and net worth tracker for “DIY” retail investors. We transformed a lofty idea, initially conceived at the kitchen table, into a bootstrapped powerhouse, earning TechCrunch recognition and an acquisition by Arta Finance in early 2022.

Head of Content Marketing (acquired 2022)

Smart Sauce

Key Clients include Nissan, Saatchi and Saatchi, One Roof Energy, Synergy Massage & Wellness

Marketing & Brand Strategist

Super Sibling

“Big Brothers are Superheroes" has sold over 24k copies and counting - because big siblings need some extra TLC when baby arrives.

Author

Center for Sustainable Energy

Marketing Manager

Sungevity

Sales and Marketing

Vista Solar, Inc.

Cohn & Wolfe

Marketing & Brand Planner

Nissan Motor Corporation

Advanced Product Planning

I'm a 0-1 startup marketer. I led marketing for Money Minx, a net worth tracker for retail investors, acquired by Arta Finance in early 2022. I focused on brand and content marketing, helping transform it into a bootstrapped powerhouse featured in TechCrunch, with user growth of 40% month over month.

Now, at Arta Finance, I'm helping open access to sophisticated financial tools and opportunities. 

Additionally, I edit GPT Hacks, a newsletter dedicated to helping startups and small businesses run lean and grow faster using AI tools like ChatGPT—with a special focus on empowering women to launch and run their dream companies. 

For content relating to Arta Finance, see important disclosures: https://artafinance.com/disclosures#social-media

Jessica Yahfoufi

Arta Finance (formerly Arbo Works)

As GM of one of Arta’s most significant revenue drivers, building an end to end digitally enabled, and human centered, life and personal lines insurance business that meets the wealth and protection needs of professional affluents globally.  Arta is backed by Ribbit, Coatue, Sequoia and more than a hundred luminaries in tech and finance.

Chief Insurance Officer

Bain & Company

External Advisor

OneDegree

One of Hong King’s first virtual general insurers.

Board Member

MADE x HANDS

Co-Founder

Prenetics

Prenetics is the leading genetics/digital health company in Southeasts Asia that aims to give millions of men and women vital information about the DNA health of their bodies to help them confidently make choices about their lives.

Advisor

Aegon

Head of Digital Business Development & Innovation, Asia

Securing partnerships - distribution, equity, strategic - with major internet platforms - e-commerce, payments, social, on-demand services - across China, India, Japan and Indonesia.  Successful partnerships with Ant Financial in China and PayTM in India.  
Leading development of target operating model in India - people, process, technology -  for integration with partners.

Vice President Business Development (digital ecosystem partnerships)

Aviva

Part of a small team that established a new joint venture with HillHouse and Tencent to launch Hong Kong's first digital insurer, Blue.  Led all aspects of business plan and target operating model design to form the JV and secure regulatory approval.  Initiated process to design launch propositions.

Consultant, Digital Business Development

MetLife

Managed the regional Accident & Health portfolio -  28% of Asia sales and largest value contributor to Asia business - spanning 9 countries, four distribution channels and including both fixed benefits and reimbursement products.  Key area of focus to develop partnerships with digital health start-ups and service providers across Asia to enhance MetLife offerings, such as GoodDoctor in China.  Key markets include Japan, Korea, India, China and HK.  Led country A&H teams on a matrix basis and worked jointly with CEOs to drive growth and innovation in the A&H portfolio.  Executive Director of MetLife Hong Kong and BIDV MetLife (Vietnam) since 2013.

VP, Head of Health, Asia-Pacific

Led transformation of the existing bancassurance only business to a digitally driven direct-to-consumer model.  Developed and launched award winning digital products and insurance Apps as part of customer acquisition and engagement platform
- Hong Kong's first online term life
- Hong Kong's first online breast cancer
- Asia's first insurance deal with Groupon
- Hong Kong's first insurance app - MetLife Infinity - for Android and iOS 
Also built a HNW brokerage business from the ground-up.  Managed staff of 100+, including product development and marketing, and annual budget of $20M USD. Executive Director of company board and interim CEO for 4 months.  

Received 2 Benchmark Wealth Management Awards for best-in-class new products, 1 Benchmark Wealth Management Award for Outstanding Achiever in use of Technology and an Asia Insurance Technology Award for Innovation.

Chief Distribution Officer/Interim CEO, Hong Kong

Led formation of $3B Global Employee Benefits business unit with oversight for life, health and pension group business across 40 countries.  Key focus markets were Japan, China, India, Gulf and Brazil.  Responsible for strategy, innovation, M&A, competitive analysis and program management of strategic initiatives.  Built a high-performing team across NY and India.

Head of Strategy and Business Development, Global Employee Benefits

Adviser to head of $1.5B and 7000+ staff Technology & Operations division head (direct report of group CEO).  Ownership for strategic planning, post-merger integration of $16B Alico business, and all CEO/Board communications.  Key operational area of focus was development and expansion of outsourcing operations center in India.

Chief of Staff, Global Tech & Ops

Lead teams comprised of 5+ consultants and 20+ client team members to implement change within insurance and financial services companies.  Clients included insurers (life and P&C), re-insurers and distributors of financial products and services.

Case Team Leader

Anthem, Inc.

Led a successful 2 year turnaround effort for 200+ person Individual and Small-Business health insurance unit.  Key areas of focus were sales, underwriting, policy admin and claims operations.

As a Senior Business Analyst in Corporate Development team, led pre-merger target research and selection, valuation analysis and plan for post-merger synergy realization.  Part of newly created CEO strategy team.

Business Manager

Fintech entrepreneur. Bain external advisor. Board member.

taplio

The Battle

Jessica Yahfoufi

Samita Malik

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