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…
Advice firms didn’t own any intellectual property on asset management.
Clients didn’t legally own their assets.
Advisers had little control over client experience.
Most of the client fee went to fund managers, not the advice firm.
Our ongoing value proposition relied heavily on one or two client reviews a year.
WHAT WE DID INSTEAD
In 2009 we set up an advice practice with three requirements.
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Client assets must sit in their legal name.
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The investment IP and margin must stay within the firm.
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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.
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
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Advice firms should own their economics, IP, and relationships.
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Clients should hold legal title to their assets.
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Fees should be agreed in plain sight.
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Technology should put the client and advice firm first.
We exist to empower advice firms.