Asset-Map
Asset-Map is a Philadelphia-based SaaS company that provides a visual financial planning platform for financial advisors, consolidating household financial data into one-page visual reports to drive client conversations, with tiered subscription plans and integrations to leading planning engines.
- Company typePrivate
- Founded2013
- HeadquartersPhiladelphia, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Asset-Map does
Asset-Map, Inc. is a Philadelphia-based financial technology company founded in 2013 that has built a visual-first financial planning platform for financial professionals. The platform uses proprietary visualization technology to consolidate a household's complete financial landscape—members, entities, income, assets, liabilities, and insurance policies—into a single one-page Asset-Map Report designed to drive advisor-client conversations rather than back-end calculations. Core platform features include the Asset-Map Report, Client Portal, Signals (rule-based risk indicators across six categories), Discovery Interview, Drafts (scenario modeling), Stencils (household templates), Relationship Maps, Target-Maps, and Priorities, with an Elite Plan add-on for firm-branded customization. The product integrates with leading financial planning tools including eMoney, MoneyGuidePro, Orion, Riskalyze, Morningstar, Black Diamond, Holistiplan, Redtail, Wealthbox, and Nitrogen, positioning Asset-Map as the front-end "conversation layer" preceding back-end calculation engines.
The company operates a tiered subscription SaaS model with Individual (1-2 seats), Firm (3-50 seats), and Enterprise (50+ seats) plans distributed through self-serve, inside sales, and enterprise field sales motions respectively. Asset-Map serves four primary customer segments: RIAs and financial advisors (primary), broker-dealer advisors, banks and credit unions, and indirectly high-net-worth individuals through their advisors. Adjacent revenue and engagement products include Growth Studio (subscription marketing service), the Growth Partners program (curated fintech ecosystem), and training services via Asset-Map University and Boot Camp.
Asset-Map has raised $7.6M in total disclosed funding across a $1.6M round in August 2019 and a $6M Series B in February 2023. The platform has mapped 2.5M+ individuals and $3.4T in financial instruments across more than 20 countries with 15,000+ new households added monthly, and operates in the United States, Canada, the United Kingdom, and South Africa with regional expansion pages for UK & Europe and Africa & Middle East. The company holds SOC 2 Type 2 certification and aligns with ISO/IEC 27001:2022, GDPR, and US state privacy laws, and is led by founder and CEO H. Adam Holt (who coined the term "advice engagement" in wealth management).
Asset-Map firmographics
Firmographics- Name
- Asset-Map
- Legal name
- Asset-Map, Inc.
- Website
- https://asset-map.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Asset-Map is a Philadelphia-based SaaS company that provides a visual financial planning platform for financial advisors, consolidating household financial data into one-page visual reports to drive client conversations, with tiered subscription plans and integrations to leading planning engines.
- Ownership category
- akta.pro rank
Asset-Map industry classification
Industry- Product category
- Financial Planning Software
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)
Keywords
Where Asset-Map is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Asset-Map business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Asset-Map operates on a subscription-based SaaS model with tiered pricing based on team size: Individual (1-2 seats), Firm (3-50 seats), and Enterprise (50+ seats). The subscription includes access to the visual planning platform, integrations, client portal, and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual plan for solo advisors and small firms |
| Subscription | Monthly | Firm plan for growing teams |
| Subscription | Monthly | Enterprise plan for large national firms |
Distribution channels3 records
Marketing channels7 records
Asset-Map product offering
Product offeringCore offering
Asset-Map sells a visual-first, SaaS-based financial planning platform that helps financial advisors turn a household's complete financial picture (members, entities, income, assets, liabilities, insurance) into a single-page visual report for use during client meetings. The platform is positioned as the front-end "conversation layer" that complements back-end calculation engines such as eMoney and MoneyGuidePro, and is sold on a tiered subscription basis (Individual 1-2 seats, Firm 3-50 seats, Enterprise 50+ seats).
Product overview
Asset-Map is a visual-first financial planning platform offered as a unified product with multiple integrated modules and services. The core Asset-Map Platform centers on the Asset-Map Report, a one-page visual representation of a household's complete financial picture including members, entities, income, assets, liabilities, and insurance. This core is enhanced by complementary modules including Discovery Interview (fact-finding), Signals (risk surfacing), Target-Maps (goal visualization), Relationship Maps (household context), Drafts (scenario modeling), Stencils (templates), and Priorities (goals alignment). The Elite Plan add-on provides firm-branded customization. Adjacent services include Growth Studio (subscription marketing), Growth Partners Program (partner ecosystem), and training offerings through Asset-Map University and Boot Camp. The platform integrates with leading financial planning tools (eMoney, MoneyGuidePro, Contio) to serve as the front-end 'conversation layer' that precedes back-end calculation engines.
Differentiator
Problem solved
Functional benefit
Brands
- Growth Studio: Subscription marketing service for advisors to engage clients, win prospects, and expand their practice.
- Growth Partners
Products and services
- Asset-Map Platform A SaaS visual-first financial planning platform that enables financial advisors to transform complex household financial data (members, entities, income, assets, liabilities, insurance) into a single-page visual report for use during client meetings. Sold on a tiered subscription basis (Individual 1-2 seats, Firm 3-50 seats, Enterprise 50+ seats).
- Growth Studio A subscription marketing service that provides advisors with tools and services to engage clients, win prospects, and expand their practice, positioned as part of the Growth Partners ecosystem.
- Asset-Map University Self-directed online courses designed to help users understand Asset-Map at the deepest levels, complementing live training and support options for individual advisors and small firms.
- Asset-Map Boot Camp A virtual, in-depth three-day training event focused on the concerns of an individual advisory practice, providing intensive hands-on education for Asset-Map platform users.
- Smart Start Training Cost-free training session covering the Asset-Map platform from A-Z, ideal for new users to get up and running quickly with onboarding support.
Quantifiable outcome
- 43% more revenue annually for advisors using Asset-Map at Fortune 250 wealth management firm (6-year tracking period)
- +5 more outcomes
Companies that use Asset-Map
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
Asset-Map technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability6 records
Feature10 records
Asset-Map partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- AnasovaminorInaugural member of Asset-Map Growth Partners program, selected to help advisors expand their reach and elevate their businesses.
- Banrion Capital ManagementminorInaugural member of Asset-Map Growth Partners program, selected to help advisors expand their reach and elevate their businesses.
- PSBLTYminorInaugural member of Asset-Map Growth Partners program, selected to help advisors expand their reach and elevate their businesses.
- WealthReachminorInaugural member of Asset-Map Growth Partners program, selected to help advisors expand their reach and elevate their businesses.
- ContiocoreIntegration with Contio's AI operating system for meetings, designed to give financial advisors a complete meeting experience. Combines Asset-Map's real-time financial decision facilitation with Contio's meeting notes, action item capture, and accountability features. Both companies share a vision that AI technology should strengthen the human connection between advisors and clients. Advisors gain free access to Contio's platform with up to 20 meetings per month.
- eMoney AdvisorcoreIntegration partnership enabling financial advisors to import eMoney household financial planning data into Asset-Map's visual planning platform for clearer client conversations and client-ready reports. The integration allows advisors to combine eMoney's complex planning capabilities with Asset-Map's visual storytelling tools to foster trust and transparency.
- MoneyGuideProcoreIntegration partnership allowing Asset-Map to work alongside MoneyGuidePro's financial planning capabilities. Asset-Map serves as the front-end conversation layer while MoneyGuidePro handles deep calculation and projection modeling.
- OrioncoreIntegration partnership for portfolio management and wealth management workflows.
- RiskalyzecoreIntegration for risk assessment and risk tolerance analysis within the Asset-Map workflow.
- MorningstarcoreIntegration providing investment research and data within the Asset-Map platform.
- Black DiamondcoreIntegration for portfolio management and reporting within the Asset-Map ecosystem.
- HolistiplancoreIntegration for tax planning analysis within the Asset-Map workflow.
- RedtailcoreIntegration for CRM functionality within the Asset-Map ecosystem.
- WealthboxcoreIntegration for CRM functionality within the Asset-Map ecosystem.
- NitrogencoreIntegration for risk assessment within the Contio ecosystem and Asset-Map platform.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Asset-Map competitors and assessment
Company assessmentDirect peers
- eMoney Advisor: Fidelity-owned financial planning software for advisors, offering comprehensive cash flow, retirement, and estate modeling. Directly comparable because Asset-Map positions itself as the visual 'conversation layer' that complements eMoney's deeper calculation engine, and the two are formally integrated.
- MoneyGuidePro: Envestnet-owned goals-based financial planning platform widely used by financial advisors. Directly comparable as a calculation-and-projection engine that Asset-Map complements via integration, targeting the same advisor and RIA buyer.
- RightCapital: Advisor-facing financial planning software that launched a Blueprint visual feature explicitly designed to compete with Asset-Map. Direct overlap in advisor target market and household financial planning functionality.
- Nitrogen (formerly Riskalyze): Risk tolerance, alignment, and proposal tool used by advisors; a formal Asset-Map integration partner. Comparable as adjacent advisor-tech serving the same client-conversation workflow but focused on risk profiling rather than full household mapping.
Broad incumbents
- Orion Advisor Tech: Large wealthtech platform providing portfolio management, reporting, and advisor workflows. Broad incumbent that overlaps with Asset-Map in advisor tech stack and is a current integration partner rather than a direct visual planning competitor.
- Morningstar Advisor Workstation: Morningstar's advisor-focused research, portfolio, and planning suite. Comparable as a broad incumbent in the advisor technology market and an Asset-Map integration partner providing investment data.
- Black Diamond (Advent Geneva): Performance reporting and portfolio management platform for advisors from Advent/SS&C. Broad incumbent that complements Asset-Map via integration but competes indirectly for the same advisor budget.
Emerging players
- Holistiplan: Tax planning software for financial advisors that surfaces planning opportunities from client tax returns. Emerging player targeting the same advisor buyer with a narrower tax-focused workflow; integrated with Asset-Map rather than directly competing.
- Advyzon: All-in-one wealth management platform combining CRM, portfolio management, reporting, and client portal for RIAs. Comparable as an emerging end-to-end platform targeting smaller advisory firms with overlapping functionality in client engagement.
- Wealthbox: CRM built specifically for financial advisors, with contact management, workflows, and integrations. Comparable as an advisor-tech integration partner serving the same RIA market with overlapping sales and onboarding workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Asset-Map social profiles
Digital presenceAsset-Map financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asset-Map leadership team
Management profileNumber of profiles
Profiles2 records
Asset-Map funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asset-Map M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Asset-Map
What does Asset-Map do?
Asset-Map sells a visual-first, SaaS-based financial planning platform that helps financial advisors turn a household's complete financial picture (members, entities, income, assets, liabilities, insurance) into a single-page visual report for use during client meetings. The platform is positioned as the front-end "conversation layer" that complements back-end calculation engines such as eMoney and MoneyGuidePro, and is sold on a tiered subscription basis (Individual 1-2 seats, Firm 3-50 seats, Enterprise 50+ seats).
Is Asset-Map a public or private company?
Asset-Map is a private company. It is classified as venture growth investor backed and is currently operating.
When was Asset-Map founded?
Asset-Map was founded in 2013. It employs 11 to 50 people.
Where is Asset-Map based?
Asset-Map is headquartered in Philadelphia, United States, in the North America region.
How does Asset-Map make money?
One revenue line is on record: saaS Subscription.
Who are Asset-Map's main competitors?
Direct peers on record are eMoney Advisor, MoneyGuidePro, RightCapital and Nitrogen (formerly Riskalyze). Broad incumbents are Orion Advisor Tech, Morningstar Advisor Workstation and Black Diamond (Advent Geneva). Emerging players are Holistiplan, Advyzon and Wealthbox.
Does Asset-Map have an API?
No public API is recorded for Asset-Map.
What industry is Asset-Map in?
Asset-Map's product category is Financial Planning Software. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech), with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.