Flourish
Flourish is a US wealthtech platform serving registered investment advisors with integrated cash management (Flourish Cash) and digital mortgage (Flourish Lending) products. It enables RIAs to retain client assets by offering bank-competitive services directly, managing over $8 billion in platform AUM.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Flourish does
Flourish is a US-based wealthtech platform founded in 2018 and headquartered in New York that provides registered investment advisors (RIAs) and independent financial advisors with integrated cash management and mortgage capabilities through two flagship products: Flourish Cash, a cash management solution offering clients higher yields and greater FDIC coverage on cash holdings, and Flourish Lending, a digital mortgage platform launched in March 2026 that sources rates directly from capital markets and supports residential loans up to $10 million. The company has secured lending licenses in over 20 US states with stated plans for nationwide coverage within a year, and operates with a stated platform AUM exceeding $8 billion after acquiring Sora Finance in March 2025. Flourish distributes through direct B2B relationships with RIAs and enterprise wealth management firms — including disclosed partnerships with Mariner (announced November 2025) and EverSource Wealth Advisors (announced November 2025) — enabling advisors to retain client assets that would otherwise migrate to banks or wirehouses by offering mortgage and cash services directly. The company's revenue model is primarily transaction-fee based on mortgage origination through Flourish Lending, complemented by spread-based economics on Flourish Cash; specific pricing, fee schedules, and revenue figures are not publicly disclosed. Leadership includes founder and CEO Maxwell Lane, CTO Josh Owen, and VP of Engineering Andrew Loyola, and the firm received multiple industry awards in October 2025 for products and leadership.
Flourish firmographics
Firmographics- Name
- Flourish
- Website
- https://flourish.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Flourish is a US wealthtech platform serving registered investment advisors with integrated cash management (Flourish Cash) and digital mortgage (Flourish Lending) products. It enables RIAs to retain client assets by offering bank-competitive services directly, managing over $8 billion in platform AUM.
- Ownership category
- akta.pro rank
Flourish industry classification
Industry- Product category
- Wealth Management Technology
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
- akta.pro secondary industries
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where Flourish is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Flourish business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Mortgage/Lending Services: Flourish generates revenue through its digital mortgage platform, Flourish Lending, which serves registered investment advisors. The platform enables advisors to offer mortgage products to clients, helping retain assets under management while competing with banks and wirehouses.
Go-to-market motion1 record
Distribution channels1 record
Flourish product offering
Product offeringCore offering
Flourish is a B2B wealthtech platform that provides registered investment advisors (RIAs) with digital mortgage lending (Flourish Lending) and cash management (Flourish Cash) capabilities. The platform enables independent financial advisors to offer residential mortgages up to $10 million and FDIC-sweep cash solutions to their clients, allowing advisors to retain assets that would otherwise migrate to banks and wirehouses. The platform is licensed for mortgage origination in over 20 U.S. states.
Product overview
Flourish is a wealth management platform offering a unified suite of products for financial advisors. The core offerings include Flourish Cash for cash management services (providing higher yields and FDIC coverage) and Flourish Lending for digital mortgage capabilities. The company also incorporated Sora Finance following its acquisition, which has contributed to significant growth, with the platform now managing over $8 billion in assets.
Differentiator
Problem solved
Functional benefit
Brands
- Flourish Lending: Digital mortgage platform for registered investment advisors offering loans up to $10 million, licensed in over 20 states with nationwide expansion plans.
- Flourish Cash
Products and services
- Flourish Lending Digital mortgage origination platform for registered investment advisors offering residential mortgage products with rates sourced directly from capital markets, supporting loans up to $10 million, currently licensed in 20+ U.S. states.
- Flourish Cash Cash management solution that enables financial advisors to offer their clients higher yields and greater FDIC coverage on cash holdings, integrated into wealth management practices.
Companies that use Flourish
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Flourish technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Flourish partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- EverSource Wealth AdvisorscoreEverSource Wealth Advisors announced a strategic partnership with Flourish, adopting Flourish Cash as a cash management solution across its network of advisory teams in the US. The collaboration enables advisors to offer their clients higher yields and greater FDIC coverage on cash holdings, integrating the platform into their wealth management practices.
- MarinercoreFlourish announced a new enterprise relationship with Mariner, a national financial services firm, to expand access to Flourish Cash for Mariner's network of wealth advisors. This partnership aims to enhance cash management solutions for high-net-worth clients and integrate Flourish's platform into Mariner's wealth planning services.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Flourish competitors and assessment
Company assessmentDirect peers
- Orion Advisor Solutions: A leading TAMP and advisor technology platform offering portfolio management, reporting, and integrated wealthtech to RIAs. Closely comparable to Flourish's positioning as a digital wealth platform built for advisor workflows.
- Addepar: Wealth management technology platform used by RIAs and family offices for portfolio reporting and analytics. Comparable as a tech-forward platform serving sophisticated independent advisors.
- CAIS: Platform that gives advisors access to alternative investments and cash solutions. Comparable to Flourish Cash as an advisor-facing fintech that distributes curated cash and yield products to RIA networks.
- Pontera: Fintech enabling advisors to manage and bill on held-away accounts such as 401(k)s. Comparable as a B2B fintech built specifically for RIA workflows and asset retention.
- Trust Company of America: Custody and technology platform serving independent RIAs, supporting integrated wealth management workflows. Comparable as a tech-enabled platform serving independent advisors with bundled capabilities.
Broad incumbents
- Envestnet: Large, established wealthtech platform serving advisors across portfolio management, data, and practice management. Comparable to Flourish as a broad advisor-tech layer, but with a much wider product footprint and deeper enterprise reach.
- AssetMark: Large TAMP providing platform technology and managed solutions to RIAs. Comparable as a digital wealth infrastructure provider for independent advisors, though at a much larger scale.
- LPL Financial: Largest US broker-dealer and RIA custodian offering integrated lending and cash solutions to advisors. Comparable to Flourish's integrated mortgage and cash offering, but at a much larger scale and with a captive advisor network.
- SEI Wealth Platform: Enterprise wealth management technology platform serving RIAs, family offices, and institutions. Comparable as a TAMP-style digital platform for advisors with broad operating capabilities.
Emerging players
- RightCapital: Financial planning software built for RIAs, integrated into their tech stack. Comparable as a tech-forward platform targeting advisor workflows and client engagement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Flourish social profiles
Digital presenceFlourish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flourish leadership team
Management profileNumber of profiles
Profiles3 records
Flourish subsidiaries and ownership
Company hierarchySubsidiaries1 record
Flourish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flourish M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flourish
What does Flourish do?
Flourish is a B2B wealthtech platform that provides registered investment advisors (RIAs) with digital mortgage lending (Flourish Lending) and cash management (Flourish Cash) capabilities. The platform enables independent financial advisors to offer residential mortgages up to $10 million and FDIC-sweep cash solutions to their clients, allowing advisors to retain assets that would otherwise migrate to banks and wirehouses. The platform is licensed for mortgage origination in over 20 U.S. states.
Is Flourish a public or private company?
Flourish is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Flourish founded?
Flourish was founded in 2018. It employs 1 to 10 people.
Where is Flourish based?
Flourish is headquartered in New York, United States, in the North America region.
How does Flourish make money?
One revenue line is on record: mortgage/Lending Services.
Who are Flourish's main competitors?
Direct peers on record are Orion Advisor Solutions, Addepar, CAIS, Pontera and Trust Company of America. Broad incumbents are Envestnet, AssetMark, LPL Financial and SEI Wealth Platform. RightCapital is listed as an emerging player.
Does Flourish have an API?
No public API is recorded for Flourish.
What industry is Flourish in?
Flourish's product category is Wealth Management Technology. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech), with a secondary code of FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward). Its NAICS code is 523940 and its SIC code is 6282.