Advizr
Advizr is a financial planning software company that built a hybrid goals-based planning platform with cash-flow modeling for financial advisors, RIAs, and broker-dealer firms. Now operating as Orion Planning within Orion Advisor Solutions' enterprise platform following acquisition.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Advizr does
Advizr is a New York-based financial planning software company founded in 2013 that built a hybrid financial planning platform combining a goals-based client interface with a cash-flow modeling engine underneath. Following acquisition by Orion Advisor Solutions, the product now operates as "Orion Planning" within the Orion Advisor Tech stack, with app.advizr.com serving as its login endpoint. The platform reads live portfolio data from Orion Portfolio Accounting, enabling real-time synchronization between client goals and portfolio performance and eliminating the manual data-sync work required when stitching standalone planning tools to portfolio accounting. Its proprietary behavioral finance suite—BeFi20 (money-personality assessment), 3D Risk Profile, PulseCheck (values-based assessment), and Protect-Live-Dream (goals-based investing framework)—originates within Orion Planning and pushes assessment data via API to other Orion products, functioning as a cross-product behavioral data layer.
The company serves financial advisors, registered investment advisors (RIAs), and broker-dealer affiliated practitioners as its primary customer segment, with secondary use by end-investor clients accessing plans through a mobile-first, advisor-branded experience. Distribution is exclusively through Orion's enterprise channel—Orion Connect, Advisor Portal, and mobile app—with sales driven via demos and consultations targeting planning-led firms including solo independents, RIAs, and broker-dealer affiliated practitioners. Revenue is generated through annual subscription licensing priced based on firm size and configuration, with availability as a standalone module, alongside other Orion products, or bundled within the Orion Advantage Stack.
Pre-acquisition, Advizr raised approximately $10.6 million across five funding rounds between 2013 and 2017, led by Fenway Summer Ventures with participation from Franklin Templeton, IA Capital Group, and SEI. The company is listed at 11–50 employees and operates within a financial planning software market projected to reach $12.37 billion by 2030 at a 16.6% CAGR.
Advizr firmographics
Firmographics- Name
- Advizr
- Legal name
- Advizr
- Website
- https://advizr.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Advizr is a financial planning software company that built a hybrid goals-based planning platform with cash-flow modeling for financial advisors, RIAs, and broker-dealer firms. Now operating as Orion Planning within Orion Advisor Solutions' enterprise platform following acquisition.
- Ownership category
- akta.pro rank
Advizr industry classification
Industry- Product category
- Financial Planning Software
- NAICS
- Portfolio Management and Investment Advice (523940), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Scenario Planning, Forecasting Platforms & Planning Intelligence (HDAAAHAL), Model Portfolio & Portfolio Construction Engines (FSAGAEAD)
Keywords
Where Advizr is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Advizr business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Licensing: Orion Planning (Advizr) is offered as a software subscription, priced based on firm size and configuration. Available as standalone module, alongside other Orion products, or as part of the Orion Advantage Stack.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standalone module pricing |
| Subscription | Annual | Integrated stack pricing (Orion Advantage Stack) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Advizr product offering
Product offeringCore offering
Advizr (now Orion Planning) builds hybrid financial planning software that combines a goals-based client-facing interface with cash-flow modeling underneath. Plans read live data from Orion Portfolio Accounting, enabling financial advisors and RIAs to connect client goals directly to portfolio performance in real time. The platform also serves as the origin point for the Orion BeFi behavioral finance tool suite including BeFi20, 3D Risk Profile, PulseCheck, and Protect-Live-Dream.
Product overview
Advizr (Orion Planning) is a financial planning platform offered by Orion Advisor Solutions. It is built as a core module within the Orion stack — a unified platform-plus-modules architecture. The primary product is Orion Planning, a hybrid financial planning tool that pairs a goals-based client interface with cash-flow modeling underneath. Orion Planning serves as the origin point for the Orion BeFi (behavioral finance) tools suite, which includes BeFi20, 3D Risk Profile, PulseCheck, and Protect-Live-Dream. Plans connect to live portfolio data from Orion Portfolio Accounting and are accessible through Orion Connect, the Advisor Portal, mobile app, and Client Portal. The broader Orion ecosystem includes portfolio accounting, trading, compliance, risk intelligence, CRM, and the Denali AI enterprise layer.
Differentiator
Problem solved
Functional benefit
Products and services
- Orion Planning (Advizr) A hybrid financial planning platform that combines a goals-based client interface with cash-flow modeling underneath. Plans read live portfolio data from Orion Portfolio Accounting, enabling financial advisors and RIAs to connect client goals directly to portfolio performance in real time. The platform is sold as a standalone module, alongside other Orion products, or as part of the Orion Advantage Stack.
- Orion BeFi (Behavioral Finance) Tools A suite of behavioral finance tools including BeFi20 (money-personality assessment), 3D Risk Profile (multi-dimensional risk tolerance evaluation), PulseCheck (values-based assessment), and Protect-Live-Dream (goals-based investing framework). These tools originate within Orion Planning and push data via API to other Orion products. Designed for financial advisors to deepen advisory conversations and personalize investment recommendations.
Quantifiable outcome
- 65% of clients say they feel more financially stable with a financial plan
- +1 more outcomes
Companies that use Advizr
Customer profileSegments3 records
Ideal customer profiles2 records
Advizr technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature6 records
Advizr partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Advizr competitors and assessment
Company assessmentEmerging players
- Income Lab: Income Lab is a retirement income planning platform for advisors focused on sustainable withdrawal and Social Security optimization. It competes in the cash-flow planning dimension of Orion Planning, particularly for advisors serving near-retiree clients.
- Holistiplan: Holistiplan is a tax planning software tool for financial advisors that complements financial planning workflows. It overlaps with Orion Planning's cash-flow modeling in the tax dimension and is increasingly adopted by the same RIA persona, making it an emerging adjacent competitor.
- Nitrogen (formerly Riskalyze): Nitrogen is a risk-alignment and investment proposal platform for advisors, focused on risk tolerance scoring and compliance-friendly proposals. It competes with the 3D Risk Profile component of Orion Planning's BeFi suite and serves overlapping advisor customers.
- Junxure (Advisor360°): Advisor360° (formerly Junxure) provides integrated practice management, CRM, and portfolio analytics for advisors. It is an emerging player competing at the stack level with Orion, offering overlapping capabilities around advisor workflows and client engagement that complement or substitute for Orion Planning.
Direct peers
- MoneyGuidePro: MoneyGuidePro is a leading goals-based financial planning platform for financial advisors, owned by Envestnet. It competes head-to-head with Orion Planning (Advizr) in serving RIAs and broker-dealers with cash-flow and goals-based planning tools, and is explicitly named as a competitor in Orion's positioning materials.
- RightCapital: RightCapital is a financial planning software platform built for RIAs and independent advisors, with cash-flow modeling, tax planning, and client portal capabilities. It is a direct competitor focused on the same mid-market advisor segment as Orion Planning, often cited for ease of use and rapid onboarding.
- eMoney Advisor: eMoney Advisor is a comprehensive financial planning software platform for advisors, owned by Fidelity Investments. It is the most prominent direct competitor to Orion Planning, offering goals-based planning, cash-flow modeling, and client portals to RIAs and broker-dealer firms.
Others
- Orion Advisor Solutions: Orion Advisor Solutions is Advizr's parent company and the broader wealth-tech ecosystem into which Advizr is integrated as Orion Planning. While not a peer in the competitive sense, Orion's broader portfolio (portfolio accounting, trading, compliance, CRM, Denali AI) defines the integration and distribution context for Advizr.
Broad incumbents
- BlackRock (FutureAdvisor): BlackRock is a global asset manager with wealth-tech capabilities including FutureAdvisor for digital advice and Aladdin for risk/portfolio analytics. As a broad incumbent, it competes with the broader Orion ecosystem at the enterprise level, though less directly with Orion Planning's advisor-facing planning workflow.
- Envestnet: Envestnet is a large wealth management technology platform offering portfolio analytics, reporting, and (via MoneyGuidePro) financial planning. As a broad incumbent, it competes with the full Orion ecosystem including Orion Planning, providing overlapping capabilities across planning, portfolio accounting, and CRM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights6 records
Customer concentration
Advizr social profiles
Digital presenceAdvizr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advizr leadership team
Management profileNumber of profiles
Advizr funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advizr 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 Advizr
What does Advizr do?
Advizr (now Orion Planning) builds hybrid financial planning software that combines a goals-based client-facing interface with cash-flow modeling underneath. Plans read live data from Orion Portfolio Accounting, enabling financial advisors and RIAs to connect client goals directly to portfolio performance in real time. The platform also serves as the origin point for the Orion BeFi behavioral finance tool suite including BeFi20, 3D Risk Profile, PulseCheck, and Protect-Live-Dream.
Is Advizr a public or private company?
Advizr is a private company. It is classified as corporate owned and is currently acquired.
When was Advizr founded?
Advizr was founded in 2013. It employs 11 to 50 people.
Where is Advizr based?
Advizr is headquartered in New York, United States, in the North America region.
How does Advizr make money?
One revenue line is on record: subscription Licensing.
Who are Advizr's main competitors?
Emerging players on record are Income Lab, Holistiplan, Nitrogen (formerly Riskalyze) and Junxure (Advisor360°). Direct peers are MoneyGuidePro, RightCapital and eMoney Advisor. Orion Advisor Solutions is listed as an others. Broad incumbents are BlackRock (FutureAdvisor) and Envestnet.
Does Advizr have an API?
No public API is recorded for Advizr.
What industry is Advizr in?
Advizr's product category is Financial Planning Software. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of HDAAAHAL, Scenario Planning, Forecasting Platforms & Planning Intelligence. Its NAICS code is 523940 and its SIC code is 7372.