A portfolio is the roof that holds the accounts you connect to {{brand.name}} together with the team that works on them. If you run one business, a single portfolio is enough; if you run several brands or several clients, giving each one its own portfolio keeps the teams and the data apart.
💡 The first time you open the panel, a portfolio is already created for you. You create further ones with New portfolio. How many you may create depends on your plan, and you can see your limit under My user settings › My portfolios.
What a portfolio is for
A portfolio solves three things at once:
It groups accounts. Every Instagram or WhatsApp account you connect lives inside a portfolio. The portfolio is how you say "these accounts belong to the same business".
It carries the team. Team members are invited to the portfolio, not to an account. You invite someone once and they work with the same role on every account in that portfolio.
It holds the shared settings. Conversation assignment rules, the role-based access policy, AI keys and external service connections all belong to the portfolio and apply the same way to every account inside it.
In practice this means you do not rebuild your team, your assignment rules and your keys each time you connect a new account. A new account finds the portfolio's setup already in place.
What is inside a portfolio
A portfolio contains three kinds of things:
Accounts. Each connected Instagram or WhatsApp identity is a separate account. See Account for the detail.
Team. The people invited to the portfolio and their roles. Every role is described in Roles.
Portfolio settings. Everything listed in the next section belongs to the portfolio.
The portfolio's own page (Portfolio settings) is open only to the people who manage it: the owner and administrators. Editors, agents and viewers never see it.
The sections in portfolio settings
Portfolio settings contains these sections:
General — The portfolio name. The name appears in the account switcher, in team invitations and in the e-mails you receive. Only the portfolio owner can change it.
Accounts — The accounts in this portfolio and their connection status. From here you can switch to an account, open its settings, or move it to another portfolio of yours.
Team — Members, pending invitations, roles and account access. This is where you decide whether a member works with All accounts or Selected accounts.
Conversation assignment rules — Holds two things: the role-based Access and visibility policy, and the automatic assignment of newly arriving conversations.
AI keys — Your own AI provider keys. Each key is used across every account in the portfolio, or only in the accounts you pick.
Connections — The external service connections used by the External request step in your flows. The address and the secret key live here, not inside the flow.
Usage — What the portfolio is consuming.
Logs — The audit trail showing who changed what, and when, in this portfolio.
Delete portfolio — Schedules the portfolio for deletion. Deletion is not immediate; the portfolio stays locked during the waiting period.
Who owns a portfolio
Every portfolio has exactly one owner: the person who created it. Ownership is not transferred and cannot be granted by invitation. The owner differs from everyone else in three places:
Only the owner changes the portfolio name.
Only the owner schedules the portfolio for deletion, and only the owner cancels it.
Only the owner removes a member from the team. An administrator invites people and changes roles and account access, but cannot remove a member.
The plan belongs to the owner too. The portfolio's account limit, team seats and features follow the owner's plan; the other people on the team do not need a plan of their own.
A concrete example
Picture a small textile workshop with two brands: a boutique retail line and a wholesale line. Each brand has its own Instagram account, and wholesale also runs a WhatsApp number.
One-portfolio setup: a single portfolio named "Workshop" is created and all three accounts are connected to it. Ayşe, the customer agent, is invited once and handles conversations on all three. The assignment rule is set up once.
Two-portfolio setup: two portfolios, "Boutique" and "Wholesale", are created. The intern who looks after the boutique account never sees wholesale conversations, because they are not on that portfolio's team.
What decides it is how hard the separation has to be: split the portfolio when the teams must be separate. If the same team handles everything, one portfolio means less administration and a tidier account switcher.
⚠️ Note: if you only want one person to see some accounts and not others, you do not need a second portfolio. Keep them in the same portfolio and give that member Selected accounts access.
How to move between portfolios
If you have more than one portfolio, there are two ways:
Switch account. The Switch account item in the menu lists all your portfolios together with the accounts under each one. You do not select the portfolio separately; you tap the account you want directly.
My portfolios. The My user settings › My portfolios page shows two lists: Portfolios you own (with account and team usage) and Portfolios you belong to (just the portfolio name and your role). The portfolios in the second list use their own owner's plan, so their usage does not count against yours.
In the account switcher an account is labelled with whatever its connected channel provides: the @username on Instagram, the verified business name (or the phone number) on WhatsApp. You therefore never have to name an account yourself.
⚠️ Note: an account you cannot reach appears in no list at all. If a colleague can see an account and you cannot, the reason is usually Selected accounts access; the portfolio owner or an administrator can widen it.
When a portfolio is scheduled for deletion
Deleting a portfolio is never immediate. When the owner schedules it, the portfolio enters a waiting period and becomes locked:
Its settings cannot change; assignment rules, the access policy and similar records cannot be written.
In account settings only Move to another portfolio remains.
The accounts list shows a deletion warning and a lock marker beside each account.
That period is a safety margin: the owner can change their mind, or rescue the accounts by moving them to another portfolio. Moving belongs to the owner alone; team members cannot do it in a locked portfolio.
Common mistakes
Creating a portfolio per account. The account is already the smallest unit; the portfolio sits above it. One portfolio per account multiplies invitations and settings for nothing.
Trying to invite someone to an account. Invitations are portfolio-level. Do not look for a team section in account settings; go to Portfolio settings › Team.
Expecting the portfolio to be named after you. When you create a portfolio the name field starts empty and you type the name. It is required, because that name reaches your team and your e-mails.
Assuming deletion is irreversible. A portfolio scheduled for deletion is locked during the waiting period but still there; the owner can cancel, or rescue the accounts by moving them to another portfolio.
Limits
The number of portfolios is limited by your plan; once the limit is reached no new portfolio is created.
While a portfolio is scheduled for deletion its settings cannot change: assignment rules, the access policy and similar records are not writable during the lock.
An account lives in exactly one portfolio at a time. Taking an account to another portfolio is not copying it, it is moving it, and all of its data travels with it.