FIDx

What FIDx does

FIDx (legal entity Fiduciary Exchange LLC) is a US-based insurtech founded in 2017 and headquartered in Berwyn, Pennsylvania, that operates a cloud-based Insurance Exchange platform connecting brokerage, insurance, and advisory ecosystems. The platform delivers an end-to-end annuity distribution workflow across six stages — Plan (income planning integrations), Research (product comparison with up-to-date carrier data), Propose (real-time licensing, appointment, and suitability checks), Open (electronic application processing with e-signature), Manage (in-force transactions), and Report (Annuity Insights). FIDx also offers an Outsourced Insurance Desk service, Planning Tools, the Insurance Overlay Marketplace, and IX Express, a co-developed turnkey solution with iPipeline that compresses implementation timelines from 6-12 months to weeks for small and mid-market broker-dealers.

The company's revenue model combines platform/transaction fees and marketplace commissions earned by facilitating annuity and insurance product purchases between financial advisors and insurance carriers or asset managers. Pricing is not publicly disclosed and is negotiated at the enterprise level; the company employs an enterprise field-sales motion supported by demo requests, content marketing, and its Modern Advisor Series events. Distribution is largely indirect and embedded: FIDx powers Envestnet's Insurance Exchange, integrates with iPipeline for life insurance and annuities, embeds Beacon Research rate intelligence, and distributes Prudential's ActiveIncome overlay through Franklin Templeton's Canvas platform, giving it reach to 20+ insurance carriers and asset managers and 250,000+ advisors reachable via partners.

The company has raised approximately $45.4M across six disclosed rounds since 2018, with a 2022 round led by Global Atlantic and Prudential Financial and a 2025 growth round led by Prudential Financial with Franklin Templeton, Invesco, and Axonic Insurance Services. Ownership is private, with no parent company; strategic relationships with major wealth platforms (Envestnet, iPipeline, Franklin Templeton, Beacon, Prudential) function as quasi-distribution channels.

Name

FIDx

Legal name

Fiduciary Exchange LLC

Website

https://fid-x.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

FIDx is a US insurtech that operates a cloud-based Insurance Exchange platform connecting insurance carriers, broker-dealers, and financial advisors for end-to-end digital annuity and insurance distribution, embedded within major wealth platforms like Envestnet and iPipeline.

Ownership category

akta.pro rank

Product category

Annuity Distribution Software

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE)

Keywords

• Annuity distribution platform
• Insurance exchange technology
• Wealth management software
• Financial advisor tools
• Insurtech platform

Headquarters

HQ city

Berwyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Insurance Exchange Platform Fees: FIDx generates revenue by providing its Insurance Exchange platform to financial professionals, connecting them with insurance carriers and asset managers. The platform likely charges transaction or subscription fees for access to its annuity distribution workflow.
2. Insurance Product Distribution: The company facilitates the purchase of annuities and insurance products through its platform, earning fees from insurance carriers and asset management firms for distribution services.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

FIDx provides a cloud-based Insurance Exchange platform that connects the brokerage, insurance, and advisory ecosystems, enabling financial professionals to research, propose, open, manage, and monitor annuity products integrated with traditional assets. The platform offers an end-to-end digital workflow including planning, product research and comparison, real-time compliance checks, electronic application processing, in-force transaction management, and reporting, with integrations to wealth management platforms and annuity rate data providers.

Product overview

FIDx operates as an insurtech platform offering a unified Insurance Exchange as its core product, complemented by Outsourced Insurance Desk and Planning Tools modules. The Insurance Exchange provides a complete end-to-end workflow covering Plan, Research, Propose, Open, Manage, and Report stages for annuity distribution. The platform integrates with partner ecosystems including Beacon Research for real-time rate data, Envestnet for standardized workflows, and iPipeline for digital distribution. Additionally, the Insurance Overlay Marketplace enables distribution of insurance products like Prudential's ActiveIncome through third-party wealth management platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Insurance Exchange: A complete solution for researching, facilitating the purchase of, and monitoring annuities integrated with traditional assets.
• Insurance Overlay marketplace

Products and services

• Insurance Exchange A complete cloud-based insurance exchange platform that enables financial professionals to research, propose, open, manage, and monitor annuity products integrated with traditional assets. Covers Plan, Research, Propose, Open, Manage, and Report stages with real-time compliance and suitability checks.
• Outsourced Insurance Desk Outsourced service offering that provides financial professionals with support for insurance product selection and management workflows.
• Planning Tools Financial planning tools integrated with the Insurance Exchange to simplify income planning conversations for advisors and their clients.
• IX Express Turnkey solution jointly developed with iPipeline that extends digital annuity distribution capabilities to small and mid-market broker-dealers and financial institutions, dramatically reducing implementation timelines from 6-12 months to weeks.
• Insurance Overlay Marketplace Marketplace within the FIDx platform that enables insurance overlay solutions (such as Prudential's ActiveIncome contingent deferred annuity) to be distributed through wealth management platforms like Franklin Templeton's Canvas, allowing RIAs to add protected lifetime income without moving assets to insurance carriers.

Quantifiable outcome

• Implementation timelines reduced from 6-12 months to just weeks with IX Express solution
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• Beacon ResearchcoreTechnology or Integration · 25 June 2026FIDx announced an integration with Beacon Research to embed real-time annuity rate data directly into the FIDx Insurance Exchange platform. The integration combines Beacon's annuity rate dataset covering fixed, indexed, and registered index-linked (RILA) products with FIDx's distribution workflow, eliminating the need for advisors to use multiple disconnected systems.
• EnvestnetcoreStrategic or Co-development Partner · 25 May 2026Envestnet expanded its partnership with FIDx to unify investment, financial planning, reporting, and insurance solutions for advisors and clients through the FIDx-powered Envestnet Insurance Exchange.
• BairdcoreStrategic or Co-development Partner · 20 May 2026Baird partnered with Envestnet to standardize its annuity workflows across its wealth platform using the Envestnet Insurance Exchange, becoming the first broker-dealer to fully implement this system. The transformation led to operational efficiencies and surpassed its 2025 annuity sales goal.
• iPipelinecoreTechnology or Integration · 22 April 2026iPipeline announced new integrations with FIDx to expand its digital distribution capabilities for annuities among financial advisors. The partnerships include a first-of-its-kind update for the life insurance business and the launch of IX Express, a jointly developed turnkey solution extending digital annuity distribution to small and mid-market broker-dealers and financial institutions.
• Franklin TempletoncoreStrategic or Co-development Partner · 4 March 2026Prudential Financial partnered with Franklin Templeton to make its ActiveIncome contingent deferred annuity available on Franklin Templeton's Canvas wealth management platform through FIDx's Insurance Overlay marketplace, allowing registered investment advisors to add protected lifetime income to clients' existing managed accounts.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iPipeline: iPipeline is the closest direct peer, providing end-to-end insurance and annuity distribution technology for advisors, broker-dealers, and carriers. iPipeline is simultaneously a FIDx partner (IX Express joint solution) and a competitor in the digital annuity workflow space, with overlapping coverage of life insurance and annuities.
• CANNEX Financial Exchanges: CANNEX provides annuity and insurance product data, comparison tools, and exchange infrastructure for advisors and financial institutions. It is comparable to FIDx in providing research and rate comparison capabilities and serves overlapping advisor and broker-dealer customers.
• DPL Financial Partners: DPL is a fee-based annuity platform built specifically for RIAs, providing due-diligence-vetted annuity products and a back-office for commission-free advisors. It is comparable to FIDx in serving the same RIA commission-free advisor niche and addressing the workflow gap that traditional B/D channels create.
• Luma Financial Technologies: Luma offers a structured products and annuity platform used by financial advisors for product comparison, illustrations, and order entry. It competes directly with FIDx in the commission-free advisor segment and was named alongside FIDx in iPipeline's annuity distribution partnership announcement.

Emerging players

• IncomeLab: IncomeLab provides retirement income planning software for advisors, including Social Security optimization and sustainable withdrawal analysis. It is comparable as an emerging player addressing the retirement income planning conversation that FIDx's Planning Tools and Insurance Exchange enable within annuity workflows.
• MoneyGuidePro: MoneyGuidePro is a widely adopted goal-based financial planning platform used by advisors that increasingly integrates insurance and annuity modules. It is comparable as an emerging player in the advisor planning-and-insurance intersection where FIDx's Planning Tools compete.

Broad incumbents

• Envestnet: Envestnet is a broad wealth management technology platform whose Insurance Exchange is powered by FIDx. Envestnet is comparable as both a strategic investor and distribution partner, and a broader incumbent whose potential to internalize insurance workflow poses a competitive threat to FIDx.
• Broadridge Financial Solutions: Broadridge is a large-scale financial services technology provider with capabilities spanning advisor technology, data, and back-office processing. It is comparable as a broad incumbent whose wealth and advisor-tech portfolio could expand into insurance distribution workflows served by FIDx.
• Orion Advisor Technology: Orion provides advisor-facing wealth management technology that includes financial planning, risk tolerance, and insurance/annuity tools (incorporating Riskalyze and Advizr). It is comparable as an incumbent advisor-tech platform with growing insurance distribution capabilities that overlap with FIDx's planning and proposal functionality.
• eMoney Advisor (Fidelity): eMoney is a leading financial planning platform for RIAs and broker-dealers, owned by Fidelity. It is comparable as a financial planning incumbent with growing insurance and annuity integration capabilities, representing both a potential FIDx integration partner and a long-term competitive threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds6 records

Investors6 records

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

M&A

Investments

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

Frequently asked questions about FIDx