Moonfare vs Goji
Private equity access: global fund marketplace vs wealth-manager alternatives gateway
Moonfare and Goji both provide access to institutional-grade alternative investments, but they serve different audiences through different models. Understanding these differences is essential for investors evaluating their options in the UK private equity space.
Moonfare is a direct-to-investor platform. Individual qualified investors can browse, select, and commit to private equity funds from globally recognised managers. The platform handles the administrative complexity of PE fund investing — capital calls, distributions, reporting — through a digital interface designed for individual investors.
Goji operates as an infrastructure and distribution platform for wealth managers and financial advisers. Rather than serving individual investors directly, Goji enables wealth management firms to offer their clients access to alternative investments — including private equity, venture capital, private credit, and hedge funds — through a single platform.
The practical difference: with Moonfare, you invest directly. With Goji, you typically access investments through your wealth manager or financial adviser. Both platforms are FCA-regulated and serve the UK market.
Side-by-Side Comparison
| Feature | Moonfare | Goji |
|---|---|---|
| Minimum Investment | £25,000 | £25,000 |
| Investment Type | Equity | Equity |
| FCA Status | FCA-Regulated | FCA-Regulated |
| Secondary Market | Yes | No |
| Founded | 2016 | 2016 |
| Regulatory Category | Fund Platform | Fund Platform |
| Asset Types | Private Equity | Private Equity, Venture Capital, Private Debt |
| AUM / Originated | €3.3B | £1.2B |
| Geography | Global (23 countries) | Global |
Data sourced from platform websites and FCA register. Last updated March 2026.
Key Differences
Distribution model is the fundamental distinction. Moonfare is B2C: individual investors create accounts, browse funds, and make commitments directly. Goji is primarily B2B2C: it powers the alternative investment capabilities of wealth management firms, who then offer access to their end clients.
Fund access differs accordingly. Moonfare curates a menu of PE, VC, and credit funds from marquee managers and presents them directly to investors. Goji's fund selection depends on the wealth manager's arrangements — different advisers may offer access to different funds through the Goji platform.
Minimum investments reflect the different models. Moonfare has lowered minimums to around €50,000 for some funds. Goji's minimums depend on the specific fund and the wealth manager's terms, but are typically £25,000 or higher.
Investor experience also varies. Moonfare provides a polished digital interface with educational content, portfolio tracking, and direct fund documentation. Goji's investor experience is mediated through the wealth manager, with Goji providing the underlying technology and custody infrastructure.
Who Is Each Platform Best For?
Moonfare
- Self-directed investors wanting direct PE fund access
- Those seeking a curated menu of global marquee managers
- Investors who prefer a digital-first platform experience
Goji
- Investors who work with a financial adviser or wealth manager
- Those wanting multi-asset alternatives (PE, VC, credit, hedges)
- Investors preferring guided access with professional support
Verdict
Choose Moonfare if you want direct access to global PE funds through a self-directed digital platform. Choose Goji (via a wealth manager) if you prefer guided access to alternatives with professional advisory support. Moonfare suits self-directed investors; Goji suits those who work with financial advisers.
Disclaimer: Private equity and alternative investments are illiquid, high-risk, and suitable only for sophisticated or high-net-worth investors. This is not investment advice.
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