Built inside an advice firm who refused the centralised model.
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…
Advice firms didn’t own the IP.
Clients didn’t legally own their assets.
Platforms controlled client and advice firm experience.
Most of the client's fee never reached the advice firm.
WHAT WE DID INSTEAD
In 2009, we built an advice firm with several important requirements:
We would not depend on infrastructure that didn’t allow us to control our business or clients their assets.
Clients’ assets would sit in their legal name.
The investment IP would stay within our advice firm.
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 2023, 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 transparent.
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Technology should put the client and advice firm first.
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We don’t compete with platforms – we refuse to be one.
We are not a platform. We are not a wrap. We are the infrastructure that empowers advice firms.