AdvicePay
AdvicePay is a SaaS billing and payment platform purpose-built for fee-for-service financial advisors and US broker-dealers, offering compliant invoicing, ACH/credit card payments, eSignature, and now advisor compensation automation following its 2025 AdvisorBOB acquisition.
- Company typePrivate
- Founded2018
- HeadquartersBozeman, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AdvicePay does
AdvicePay is a Bozeman, Montana-based SaaS company founded in 2018 by financial advisors Michael Kitces and Alan Moore to solve a specific operational gap: compliant billing and payment collection for fee-for-service financial planners who charge clients directly rather than via assets-under-management fees. The cloud platform, built on AWS infrastructure with Stripe as the underlying payment processor, automates invoicing across one-time, hourly, retainer, and subscription billing models, accepts advisory fees via ACH or credit card, and embeds eSignature workflows (DocuSign, Dropbox Sign) plus compliance safeguards aligned with SEC, FINRA, and state regulations. The platform integrates natively with the industry's primary CRM systems (Redtail, Wealthbox, Salesforce), financial planning tools (MoneyGuide, Orion, eMoney), custodians (Charles Schwab), and held-away account platforms (Pontera), enabling single sign-on and bidirectional data sync that reduces duplicate entry for advisory firms.
The company's go-to-market combines product-led growth (14-day free trial, interactive demo center, self-serve onboarding) for solo advisors and small firms with enterprise field sales for large broker-dealers requiring custom contracts, dedicated support, and API access. Pricing is structured in three tiers — Essential, Professional, and Enterprise — with the Professional tier dominating mid-market adoption and Enterprise anchoring relationships with the largest US broker-dealers. AdvicePay earns revenue almost exclusively through recurring SaaS subscriptions, and the company has processed more than $1 billion in cumulative planning fees and over 2 million transactions across 3,200+ firms and 15,000+ advisor users.
In July 2025, AdvicePay acquired AdvisorBOB, a leading advisor compensation platform, extending its offering into automated payout rules, cross-custodian revenue reconciliation, and self-serve advisor statements. The combined platform addresses the full revenue lifecycle for advisory firms — from initial client billing through internal compensation distribution. AdvicePay remains privately held and is reported to have been bootstrapped for much of its operating history with only modest disclosed outside capital, achieving Inc. 5000 recognition for three consecutive years through 2024.
AdvicePay firmographics
Firmographics- Name
- AdvicePay
- Legal name
- AdvicePay Inc.
- Website
- https://advicepay.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdvicePay is a SaaS billing and payment platform purpose-built for fee-for-service financial advisors and US broker-dealers, offering compliant invoicing, ACH/credit card payments, eSignature, and now advisor compensation automation following its 2025 AdvisorBOB acquisition.
- Ownership category
- akta.pro rank
AdvicePay industry classification
Industry- Product category
- Financial Advisor Billing Software
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Portfolio Management and Investment Advice (523940)
- SIC
- Services-Prepackaged Software (7372), Investment Advice (6282)
- akta.pro primary industry
- Recurring Billing & AutoPay Management (FSAMAJAE)
- akta.pro secondary industries
- Biller Direct EBPP Platforms (FSAMAJAA), Fee-Based Advisory (FSAEAAAM), Fee-Only Advisory (FSAEAAAL)
Keywords
Where AdvicePay is headquartered
LocationHeadquarters
- HQ city
- Bozeman
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AdvicePay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS Fees: AdvicePay generates revenue through subscription-based SaaS fees with tiered pricing plans (Essential, Professional, Enterprise). Each tier offers different feature sets and capabilities targeting firms of different sizes. Enterprise tier includes custom contracts with defined SLAs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential - Basic fee-for-service for firms just getting started |
| Subscription | Monthly | Professional - For small to mid-size firms with multiple advisor accounts |
| Subscription | Multi-year contract | Enterprise - For large firms with advanced features, workflows, dedicated support, and API access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
AdvicePay product offering
Product offeringCore offering
AdvicePay provides a SaaS billing and payment processing platform designed specifically for fee-for-service financial planners. It enables advisors and broker-dealers to invoice clients, accept ACH and credit card payments, send documents for eSignature, track plan deliverables, manage engagement workflows, and maintain SEC/FINRA-aligned compliance oversight. Following its July 2025 acquisition of AdvisorBOB, the platform also automates advisor compensation and payout reconciliation, completing the revenue lifecycle for financial advisory firms.
Product overview
AdvicePay is a unified platform for managing billing, payments, and compliance in fee-for-service financial planning. The core platform includes invoicing, ACH/credit card payments, eSignature, engagement workflows, and compliance oversight. The platform offers three pricing tiers (Essential, Professional, Enterprise) serving advisors from solo practitioners to large broker-dealers. Following its July 2025 acquisition of AdvisorBOB, the platform expanded to include advisor compensation automation, completing the revenue lifecycle management for advisory firms.
Differentiator
Problem solved
Functional benefit
Brands
- AdvisorBOB: Advisor compensation platform acquired by AdvicePay in July 2025, specializing in automating advisor payout rules, revenue reconciliation, and self-serve advisor statements for financial advisory firms.
Products and services
- AdvicePay Platform Industry-leading SaaS platform that enables financial advisors, RIAs, and broker-dealers to invoice clients, accept ACH and credit card payments, send documents for eSignature, track plan deliverables, manage engagement workflows, and maintain SEC/FINRA-aligned compliance oversight for fee-for-service financial planning.
- AdvicePay Essential Entry-level tier of the AdvicePay platform for advisors and firms just getting started with fee-for-service financial planning. Provides basic invoicing, ACH/credit card payment acceptance, and limited capabilities.
- AdvicePay Professional Mid-tier plan of the AdvicePay platform for small to mid-size firms needing multiple advisor accounts, configurable features, CRM and planning-tool integrations, and integrated eSignature. Includes a 14-day free trial.
- AdvicePay Enterprise Enterprise tier of the AdvicePay platform for large broker-dealers and RIA firms requiring advanced billing and payment workflows, compliance oversight, API access, dedicated support, and custom contracts with defined SLAs.
- AdvisorBOB Specialized advisor compensation platform that automates complex payout rules, unifies revenue across custodians and revenue streams, and provides advisors with self-serve compensation statements for financial advisory firms.
Quantifiable outcome
- LPL advisors doubled their financial planning revenue over three years using AdvicePay
- +4 more outcomes
Companies that use AdvicePay
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles2 records
AdvicePay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature8 records
AdvicePay partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- AdvisorBOBcoreAdvicePay acquired AdvisorBOB, a leading advisor compensation platform, to expand offerings supporting the full revenue lifecycle for financial advisory firms. The acquisition automates advisor compensation processes and improves operational efficiency.
- DocuSigncoreDocuSign integration allows advisors to send financial planning agreements and other documents to clients for eSignature directly within the AdvicePay workflow. Enables automated document templates with invoice data insertion.
- Dropbox SigncoreBuilt-in Dropbox Sign integration for sending financial planning agreements and eSignature documents along with invoices. Complimentary access provided through AdvicePay subscription for Professional and Enterprise customers.
- RedtailcoreCRM integration enabling advisors to sync client data across platforms, create new client records in AdvicePay from Redtail, and view invoice status from Redtail contact records.
- WealthboxcoreCRM integration connecting Wealthbox and AdvicePay to link client records and enable quick navigation between platforms. Push contact information to AdvicePay for new client billing.
- SalesforcecoreSalesforce integration enables automatic client record creation, synced client name changes, and access to AdvicePay invoice data including amount, due date, and payment status directly in Salesforce.
- MoneyGuidecoreSSO integration allowing advisors to launch AdvicePay directly from MoneyGuide platform to initiate billing for financial planning work without additional login credentials.
- OrioncoreSSO integration enabling advisors to launch AdvicePay from Orion Connect dashboard to bill advisory fees and manage payments without providing username and password.
- eMoneycoreIntegration links client records between AdvicePay and eMoney, automatically syncing agreements and invoices to client's eMoney vault for centralized document storage.
- Charles Schwab (Schwab Advisor Center)coreSSO integration enabling single sign-on into Schwab Advisor Center directly from AdvicePay dashboard without providing username and password.
- PonteracoreIntegration enables advisors to bill advisory fees on held-away accounts (401k, retirement plans) via ACH or credit card, simplifying fee compensation for services on accounts that cannot be billed directly.
- RFG AdvisoryminorRFG Advisory partnered with AdvicePay as part of their advisor-centric technology strategy to enhance advisor workflows and client experiences through the ClickONE Command Center platform.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
AdvicePay competitors and assessment
Company assessmentEmerging players
- Nitrogen (formerly Riskalyze): Nitrogen provides risk tolerance and financial planning tools to advisors with adjacent engagement and compliance features, overlapping AdvicePay's compliance oversight value proposition.
- Practifi: Practifi is an advisor CRM and client engagement platform that includes billing and workflow capabilities, positioning it as a partial competitor to AdvicePay's Professional and Enterprise tiers.
- RightCapital: RightCapital is a financial planning platform for RIAs with built-in client engagement and billing features that compete with AdvicePay's planning-enabled workflows.
Direct peers
- Orion Advisor Tech: Orion provides a comprehensive wealth management platform that includes billing, advisor compensation, and CRM capabilities directly overlapping with AdvicePay's core and recently expanded (post-AdvisorBOB) offerings.
- Pontera: Pontera enables advisors to bill for services on held-away retirement accounts (a direct AdvicePay integration partner) and competes in the niche of fee-for-service billing for non-custodied accounts.
Broad incumbents
- eMoney Advisor: eMoney is a leading financial planning platform with native client engagement, billing, and document storage features, directly overlapping with AdvicePay's value proposition to RIAs and broker-dealers.
- Salesforce Financial Services Cloud: Salesforce is an existing AdvicePay integration partner but its Financial Services Cloud offering includes client billing and engagement workflows as part of a broad enterprise CRM suite that competes for the same large broker-dealer budget.
- Envestnet (MoneyGuide): Envestnet's MoneyGuide financial planning platform (integrated with AdvicePay via SSO) offers adjacent billing and advisor tools as part of a large-scale wealth management ecosystem targeting the same broker-dealer and RIA clients.
Others
- Redtail Technology: Redtail is a leading CRM for financial advisors and an AdvicePay integration partner; it does not directly compete in billing but is part of the same advisor software ecosystem and could expand into adjacent workflows.
- Wealthbox: Wealthbox is a CRM platform for RIAs and an AdvicePay integration partner; while not a direct billing competitor, it sits in the same advisor technology stack and represents both a partnership channel and a potential bundling threat.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AdvicePay social profiles
Digital presenceAdvicePay compliance and trust
Trust signalCompliance1 record
AdvicePay financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdvicePay leadership team
Management profileNumber of profiles
Profiles6 records
AdvicePay subsidiaries and ownership
Company hierarchySubsidiaries1 record
AdvicePay funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdvicePay M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdvicePay
What does AdvicePay do?
AdvicePay provides a SaaS billing and payment processing platform designed specifically for fee-for-service financial planners. It enables advisors and broker-dealers to invoice clients, accept ACH and credit card payments, send documents for eSignature, track plan deliverables, manage engagement workflows, and maintain SEC/FINRA-aligned compliance oversight. Following its July 2025 acquisition of AdvisorBOB, the platform also automates advisor compensation and payout reconciliation, completing the revenue lifecycle for financial advisory firms.
Is AdvicePay a public or private company?
AdvicePay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdvicePay founded?
AdvicePay was founded in 2018. It employs 11 to 50 people.
Where is AdvicePay based?
AdvicePay is headquartered in Bozeman, United States, in the North America region.
How does AdvicePay make money?
One revenue line is on record: subscription SaaS Fees.
Who are AdvicePay's main competitors?
Emerging players on record are Nitrogen (formerly Riskalyze), Practifi and RightCapital. Direct peers are Orion Advisor Tech and Pontera. Broad incumbents are eMoney Advisor, Salesforce Financial Services Cloud and Envestnet (MoneyGuide). Others are Redtail Technology and Wealthbox.
Does AdvicePay have an API?
Yes. AdvicePay offers an API for developers to build integrations and automate workflows. The API enables programmatic access to invoice management, client records, subscriptions, and payment processing features. Available documentation and reference materials are provided for partners and developers. Developer documentation is at docs.advicepay.com/#introduction.
What industry is AdvicePay in?
AdvicePay's product category is Financial Advisor Billing Software. Its primary akta.pro industry code is FSAMAJAE, Recurring Billing & AutoPay Management, with a secondary code of FSAMAJAA, Biller Direct EBPP Platforms. Its NAICS code is 52232 and its SIC code is 7372.