AssetMark

What AssetMark does

AssetMark is a U.S.-based wealth management platform provider founded in 1996 and headquartered in Concord, California, serving independent financial advisors, registered investment advisors (RIAs), advisor teams, enterprise firms, and bank trust departments. The company operates an open-architecture technology platform combining proprietary tools including eWealthManager (advisor portal for client management and account administration), PortfolioEngine (portfolio creation and reporting), and Savos Personal Portfolios (client-facing proposals), integrated with vetted third-party technologies such as Redtail CRM, Voyant and MoneyGuide for financial planning, Salesforce, and Yodlee for data aggregation across 17,000+ global sources. The platform serves over 10,000 financial advisors and 300,000+ investor households with $160+ billion in platform AUM as of December 2025. AssetMark generates revenue primarily through AUM-based platform fees, subscription/recurring charges (e.g., Direct Indexing at 0.50% with $75,000 minimums), and professional services including business consulting, investment management, and tax management services. Following acquisition by GTCR in 2024, the company operates as a private entity with active M&A and product expansion, including the December 2025 Efficient Advisors acquisition and multiple 2026 product launches.

Name

AssetMark

Legal name

AssetMark, Inc.

Website

https://assetmark.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

AssetMark is a wealth management technology platform serving over 10,000 independent financial advisors and 300,000+ investor households with $160+ billion in platform AUM, offering proprietary and integrated third-party tools for portfolio management, financial planning, tax optimization, and direct indexing under GTCR private ownership.

Ownership category

akta.pro rank

Product category

Wealth Management Technology Platform

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Open-End Investment Funds (525910)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

akta.pro secondary industries

Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC), Portfolio Construction & Asset Allocation Advisory (FSAEAAAC), Large-Cap Equity (Active) (FSAAAIAA)

Keywords

• Wealth management platform
• Investment management services
• Financial advisor technology
• Retirement plan services
• Tax management services

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Platform/AUM-based fees: AssetMark generates revenue primarily through fees based on assets under management (AUM) on its platform. The platform serves independent financial advisors who outsource their investment management to AssetMark, with fees typically charged as a percentage of managed assets.
2. Direct Indexing Fees: Standard fees for Direct Indexing start at 0.50%, with Tax Management Services included. Minimum investment starts at $75,000 for direct indexing accounts.
3. Investment Management Services: Revenue from curated investment solutions, model portfolios, and third-party strategist fees. AssetMark conducts due diligence on investment managers and strategies, earning revenue from platform access and management fees.
4. Business Consulting and Professional Services: AssetMark provides business consulting, practice management, and sales support services to advisors, generating service-based revenue alongside platform fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

AssetMark is a wealth management platform that provides independent financial advisors and RIAs with proprietary technology (eWealthManager, PortfolioEngine), curated investment solutions, business consulting, back-office operations, tax management, retirement services, and custodial/trust services. The platform enables advisors to outsource investment management, scale their practices, and deliver personalized advice to end investors across more than $160 billion in platform assets.

Product overview

AssetMark is a wealth management platform providing a comprehensive suite of integrated technology solutions and services for financial advisors. The platform architecture centers on proprietary tools including eWealthManager (core advisor portal for client management and account administration), PortfolioEngine (portfolio creation and reporting), and Savos Personal Portfolios (client-facing proposals). The platform integrates with third-party solutions such as Redtail (CRM), Voyant and MoneyGuide (financial planning), and Yodlee (data aggregation across 17,000+ sources). Add-on modules include Tax Management Services (TMS) for tax optimization, Direct Indexing for personalized SMA portfolios, Self-Directed Brokerage Accounts (SDBA) for retirement plans, and Private Markets for alternative investments. AssetMark also offers Retirement Solutions, Investment Management with curated strategies, Business Consulting, and Transition Support for advisors becoming RIAs. The 2022 acquisition of Adhesion Wealth expanded the platform's technology offerings for RIAs. Trust and custodial services are provided through AssetMark Trust, with a collaboration with Cheetah for integrated bank trust solutions.

Differentiator

Problem solved

Functional benefit

Brands

• eWealthManager: Comprehensive advisor portal combining client management and account administration in an intuitive, fully integrated online platform.
• PortfolioEngine
• Self-Directed Brokerage Accounts (SDBA)
• Direct Indexing

Products and services

• eWealthManager Comprehensive advisor portal combining client management and account administration in an intuitive, fully integrated and scalable online platform that enables advisors and their clients to monitor portfolios, communicate, and manage account administration.
• PortfolioEngine Investment technology enabling advisors to easily create or upload portfolios, evaluate performance over time based on various metrics, and present portfolios with clear visualizations to clients.
• Savos Personal Portfolios Client-facing portfolio presentation tool enabling advisors to present personalized, compelling proposals and portfolio visualizations to clients.
• Tax Management Services (TMS) Comprehensive turnkey tax management overlay providing daily trade optimizations, tax-loss harvesting, tax-efficient rebalances, and ongoing account monitoring to uncover tax-saving opportunities throughout the year.
• Direct Indexing Equity separately managed account constructed with individual stocks managed to an underlying index, allowing personalized tax advantages, customized portfolios, and greater transparency; includes Tax Management Services at no extra cost.
• Self-Directed Brokerage Accounts (SDBA) Option within employer-sponsored retirement plans allowing participants or advisors to customize investment choices, empowering advisors to deliver personalized holistic advice within existing retirement plans; an enhanced program was launched in 2026.
• Retirement Solutions Comprehensive retirement plan services including 401(k), 403(b), Solo(k), Pooled Employer Plan, Cash Balance, pension, and non-qualified plans with fiduciary protection and institutional-quality investment options.
• Private Markets Gateway to private market investments with low minimums, 1099 reporting, and no accreditation requirements, offering access to previously inaccessible opportunities through semi-liquid funds or fully outsourced UMA programs.
• AssetMark Trust Secure custodial and recordkeeping services for clients' assets integrated with the AssetMark platform, including Cash Advantage checking, lending, and streamlined reporting.
• Investment Management Curated investment solutions including proprietary and third-party strategies with rigorous due diligence, the Core & More investment approach, and investment consulting for personalized practice-based solutions.
• Financial Planning Goals-based financial planning solutions using Voyant and MoneyGuide to help clients stay on track with contingency planning, detailed actionable roadmaps, and client engagement tools.
• Business Consulting Advisory services helping firms optimize business processes, master marketing and branding, track KPIs, and identify growth opportunities through assessment tools and value maximization frameworks.
• Transition Support End-to-end support for advisors transitioning to RIA, including compliance guidance, technology stack implementation, marketing, client outreach, and business development assistance.
• AssetMark Growth Consulting An 18-month consulting service designed to help financial advisors achieve sustained, measurable practice growth and increase the value of their practice.
• Adhesion Wealth Wealth management technology platform serving registered investment advisors, acquired in December 2022 and operating independently with continued brand identity.

Quantifiable outcome

• $60+ million in client tax savings delivered by TMS in 2025
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor, core and major.

• HolistiplanminorStrategic or Co-development Partner · 1 January 2026Holistiplan formed an Enterprise Customer Advisory Board comprising executives from major U.S. wealth management firms including AssetMark. The advisory board provides strategic feedback on product development and workflow integration for tax planning technology expansion.
• Fiduciary Services GroupcoreTechnology or Integration · 15 December 2025AssetMark completed acquisition of Efficient Advisors, LLC from Fiduciary Services Group on December 15, 2025. The deal expands AssetMark's RIA footprint with $3 billion in client assets and approximately 200 advisory firms.
• VestmarkcoreTechnology or Integration · 15 December 2022AssetMark completed acquisition of Adhesion Wealth from Vestmark on December 15, 2022 for $46 million. Adhesion provides wealth management technology solutions to RIAs and operates independently with continued brand identity, with $7.3 billion in total billable assets.
• CheetahcoreTechnology or IntegrationAssetMark and Cheetah are collaborating to create a first-of-its-kind wealth management and trust accounting solution. The partnership addresses the expanding intersection of trust services and investment services with a digital ecosystem that sets institutional wealth managers and advisors up for success.
• AdvyzonmajorStrategic or Co-development PartnerCiti Wealth partnered with Advyzon to develop a global unified managed account (UMA) program for their clients, scheduled for initial rollout in Q4 2026. AssetMark has acquired Efficient Advisors and launched enhanced self-directed brokerage account programs.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Orion Advisor Solutions: Orion is one of the largest TAMP/wealthtech platforms serving independent advisors and RIAs, directly competing with AssetMark across portfolio management, rebalancing, and advisor technology. Recent CEO hire Natalie Wolfsen came from AssetMark, underscoring direct head-to-head rivalry.
• Envestnet: Envestnet is a leading TAMP and financial advisor technology provider offering unified managed accounts, portfolio construction, and advisor analytics — directly overlapping with AssetMark's eWealthManager, PortfolioEngine, and Direct Indexing offerings.
• SEI Investments: SEI's Advisor Services division provides outsourced investment, technology, and operational services to independent advisors and RIAs, making it a close direct peer to AssetMark's TAMP business with a comparable advisor-channel focus.
• Brinker Capital: Brinker Capital is a TAMP serving independent advisors with multi-asset model portfolios, now part of the Orion ecosystem but historically a direct competitor to AssetMark in the high-net-worth RIA channel.

Broad incumbents

• Charles Schwab Institutional: Schwab provides custody, technology, and TAMP-like services to RIAs and independent advisors through Schwab Institutional — overlapping with AssetMark's enterprise platform while operating as part of a much larger custodian and brokerage franchise.
• Fidelity Institutional: Fidelity Institutional offers custody, advisor technology, and wealth management solutions to RIAs and independent advisors; broader in scope than AssetMark but serves the same buyer and overlapping workflows.
• LPL Financial: LPL is the largest U.S. independent broker-dealer and RIA custodian, offering its own TAMP-like platform and asset management services that overlap with AssetMark's offering to independent advisors and enterprise firms.
• BlackRock (Aladdin WealthTech): BlackRock's Aladdin WealthTech business provides portfolio construction, risk analytics, and advisor technology used by large wealth managers and RIAs; AssetMark's former CTO came from this group, indicating direct technology overlap and competitive overlap at the enterprise end.

Emerging players

• Advyzon: Advyzon is a fast-growing wealthtech platform offering portfolio management, CRM, and unified managed account capabilities for RIAs — overlapping meaningfully with AssetMark's eWealthManager and Adhesion offerings at the smaller-to-mid RIA segment.

Others

• Vestmark: Vestmark is a wealth management technology provider from which AssetMark acquired Adhesion Wealth in 2022; it continues to serve as an adjacent technology provider and partial competitor for portfolio management and rebalancing workflows used by TAMPs and RIAs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AssetMark
• YouTubeyoutube.com/channel/UCnlZ6z40tVvin4Kb-UZYEmw
• LinkedInlinkedin.com/company/assetmark

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AssetMark