RIA
Flourish, a fintech firm wholly owned by MassMutual that offers
The direct integration — which aims to support advisor access to clients' held-away assets — now allows RIAs to prefill Flourish application information using data stored in Redtail. Officials said tens of thousands of advisors rely on Redtail to manage client information and automate marketing.
Flourish has an existing direct-custodial integration with Orion Advisor Solutions, which acquired Redtail in 2022. As a result of the deal, Redtail founder Brian McLaughlin was named president of Orion Advisor Tech as the
According to Flourish, its platform supports more than $2 billion in assets under custody and is used by more than 550 wealth management firms with more than $1.5 trillion in assets under management.
Flourish President Ben Cruikshank said recent events in the banking industry prove that advisors need to have safe and secure solutions to help clients with cash.
"Our advisors have invited thousands of clients to Flourish Cash in recent months, often prefilling client information to make client onboarding simple," Cruikshank said in a statement. "Advisors using both Flourish and Redtail will now be able to leverage their existing CRM data to streamline advisor operations and deliver an improved client experience, making it easier than ever for advisors to help clients with cash."
David Mehlhorn, vice president of business development at Redtail, added that modern advisors are "demanding integration and innovation in the pursuit of solutions that will save them time and deliver a bespoke client experience.
"This integration will offer our advisors just that, allowing for the frictionless transfer of data by helping them seamlessly populate Flourish with Redtail data," Mehlhorn said.
Justin Burrow, chief operating officer and partner at
"The integration is extremely easy to use, and having our data easily accessible whenever necessary is ideal for our firm," Burrow said. "It's great to see Flourish continuing to innovate by prioritizing integrations with the systems we use every day."
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