Founded in 2014 in the Netherlands, Pritle was a fintech company with a mission to make professional wealth management accessible to a broader audience. It operated as a robo-advisor, using algorithms to create and manage diversified investment portfolios for its clients based on their financial goals and risk tolerance. In 2017, Pritle was acquired by the Dutch online broker BinckBank to enhance its digital wealth management and automated investment offerings. Following BinckBank's acquisition by Saxo Bank in 2019, the Pritle technology and its client base were fully integrated into the larger group's services, and the Pritle brand was phased out.