Our Story
Built inside an advice firm that wanted to control the investment experience, client fee and margin.
The Problem We Couldn't Accept
In the mid-2000s, the platform model was already dominant — profitable and widely adopted. Though structurally flawed for advisers like us…
- Most of the client fee went to fund managers, not the advice firm.
- Advice firms didn’t own any intellectual property on asset management.
- Our ongoing value proposition relied heavily on one or two client reviews a year.
- Advisers had little control over client experience.
- Clients didn’t legally own their assets.
What We Did Instead
In 2009 we set up an advice practice with three requirements.
- Client assets must sit in their legal name.
- The investment IP and margin must stay within the firm.
- The ongoing service must have deliverables the client could see, month after month, whether or not a review was scheduled.
No technology on the market would let us operate the way we believed an advice business should be operated. So we built our own.
- We delivered Individually Managed Portfolios under an MDA framework — eliminating the per-trade Records of Advice burden, executing across the client base in real time, and reporting on every asset class our clients held, including the ones platforms wouldn’t touch.
We ran it successfully for fifteen years.
- 2005Our founder, a financial adviser
- 2009This firm established
- 2024Advice book sold. The engine opened to other firms.
2009–2024 Fifteen years as an advice practice, on technology and licensing structures we built ourselves
The Pivot
In 2024, we were asked a simple question:
“Would you make this available to other advice firms?”
- Within a year, demand from advice businesses outpaced our B2C operation.
- So we sold the client book — and focused on the engine fulltime.
Our Beliefs
- Advice firms should own their economics, IP, and relationships.
- Clients should hold legal title to their assets.
- Fees should be agreed in plain sight.
- Technology should put the client and advice firm first.
We exist to empower advice firms.
That's our story
If any of it sounds like the kind of advice firm you’d like yours to become, or the kind you’re quietly already
building, we should talk.