AssetBook
AssetBook provides web-based SaaS portfolio management, performance reporting, fee billing, and data reconciliation software, plus the Valian client engagement app, primarily serving mid-market US-based registered investment advisors and wealth management firms on its third-generation Pulse platform.
- Company typePrivate
- Founded2007
- HeadquartersMchenry, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AssetBook does
AssetBook, LLC is a privately held, Delaware-domiciled SaaS company founded around 2007 and headquartered in Bear, Delaware, providing web-based portfolio management and reporting software primarily to independent registered investment advisors (RIAs), wealth management firms, private banking divisions, and investment management firms in the United States. The company focuses narrowly on portfolio monitoring, performance reporting, fee billing, data reconciliation, and client engagement rather than competing as an all-in-one back-office suite, positioning itself against larger bundled providers that mid-market RIAs describe as under-responsive.
The firm's product architecture is built around its third-generation Pulse platform, released in August 2020 after roughly a year of beta testing with approximately fifty firms. Pulse is API-driven with granular user permissions, customizable investment classifications up to four levels deep, fee billing (flat, linear, tiered, or retainer), PDF report generation, and firm-level dashboards tracking AUM growth, asset allocation, and top holdings. Valian, released September 2022, extends Pulse into a client engagement layer offering SEC-compliant in-app chat, biometric authentication, and Plaid-powered aggregation of managed and held-away accounts. Pulse is supported by an open-API integration footprint spanning nine custodians (Schwab, Fidelity, Pershing, TD Ameritrade, TradePMR, SSG, SEI, TIAA, DST), CRM and planning partners (Redtail, Wealthbox, MoneyGuide, PlanTechHub, AdvisorPeak), and Plaid. The two prior generations, Classic and RADAR, are in sunset or sunsetted.
AssetBook operates a primarily direct sales model with no disclosed institutional capital or external funding rounds. Pricing is publicly disclosed at $43 per account per year for Pulse with volume breakpoints at 500+ accounts, a Growing Advisor Program for new entrants ramping from $4,000 in year one to $6,000 in year three before converting to standard pricing, and support included at no incremental cost. Go-to-market combines enterprise field sales targeting wealth management, private banking, and investment management segments, inside sales and demo funnels for the mid-market RIA core, event-driven demand generation through NAPFA and T3/Inside Information conferences, and product-led adoption via the Valian app. Management is led by CEO Marwa Zakharia (named to WealthManagement.com's Ten to Watch in 2023), CTO Miguel Zakharia, and co-founder Rob Majors, whose prior firm Techfi was sold to Advent Software for $23 million in 2002. The company is reported to manage billions of dollars in client AUM, generate 1M+ annual reports, and hold approximately the #11 market share position in the T3/Inside Information Technology Survey with a 9.5/10 advisor satisfaction rating.
AssetBook firmographics
Firmographics- Name
- AssetBook
- Legal name
- AssetBook, LLC
- Website
- https://assetbook.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AssetBook provides web-based SaaS portfolio management, performance reporting, fee billing, and data reconciliation software, plus the Valian client engagement app, primarily serving mid-market US-based registered investment advisors and wealth management firms on its third-generation Pulse platform.
- Ownership category
- akta.pro rank
AssetBook industry classification
Industry- Product category
- Portfolio Management Software
- NAICS
- Software Publishers (513210), Portfolio Management and Investment Advice (523940)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
- akta.pro secondary industries
- Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM), Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
Keywords
Where AssetBook is headquartered
LocationHeadquarters
- HQ city
- Mchenry
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AssetBook business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Pulse Platform Subscription: SaaS subscription model priced per account per year. Retail price of $43 per account per year with volume breakpoints for firms with 500 or more accounts. Includes onboarding support at no additional cost.
- Growing Advisor Program: Special pricing program for new advisors entering the field. Prices start at $4,000 per year for the first year, scale up to $6,000 in year three, and convert to regular pricing in year four.
- Classic and RADAR Legacy Platforms: Previous generation platforms (Classic being sunset, RADAR sunsetting 2021) that some existing customers continue to use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Pulse Pricing - $43 per account per year |
| Subscription | Annual | Growing Advisor Program - Entry-level onboarding pricing |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels8 records
AssetBook product offering
Product offeringCore offering
AssetBook sells the Pulse platform, a cloud-based SaaS portfolio management, accounting, and performance reporting system for financial advisory firms, paired with the Valian client engagement mobile app. Its offering centers on custodial data aggregation, customizable investment classifications, firm- and client-level dashboards, fee billing, and open-API integrations with major custodians, CRMs, and financial planning tools, priced on a per-account subscription basis.
Product overview
AssetBook offers a unified portfolio management and reporting platform for financial advisory firms, centered on the Pulse platform as its core product. The company's product architecture includes three generations: the legacy Classic (first generation) and RADAR (second generation, being phased out), both superseded by Pulse as the primary third-generation solution. Add-on capabilities include Valian, a client engagement application that integrates with Pulse to provide advisors with modern digital client interaction tools including secure messaging and account aggregation. The platform supports API-driven integrations with multiple custodians, CRM systems, and financial planning tools.
Differentiator
Problem solved
Functional benefit
Brands
- Pulse: Portfolio management and reporting platform - the company's flagship portfolio monitoring and accounting system
- Valian
- RADAR
- RADAR Login
Products and services
- Pulse Platform Cloud-based SaaS portfolio management and reporting platform for financial advisory firms, providing customizable dashboards, firm-level AUM and growth metrics, asset allocation analysis, investment classification up to 4 levels deep, performance reporting for clients, fee billing, and open APIs for custodian, CRM, financial planning, and aggregation integrations. Sold to RIAs, wealth management firms, private banks, and investment management firms.
- Valian Client Engagement App Mobile/web client engagement application that lets financial advisors and their clients interact through SEC-compliant in-app chat, with biometric ID login, the ability to view both advisor-managed and unmanaged (held-away) accounts via Plaid, and the option to add family members for multi-generational engagement. Sold as an add-on to Pulse and targeted at RIA and wealth-management firms seeking a modern client experience.
- RADAR Portfolio Management Second-generation web-based portfolio management product released in 2013 for financial advisory firms, with the Pulse Login preserved for customers still running the legacy RADAR system while it was being sunset through 2021.
- Classic Platform Original first-generation web-based portfolio management platform from AssetBook, primarily appealed to smaller independent RIA firms with competitive pricing but lacked some features, and was being sunset by year-end 2020 in favor of RADAR and then Pulse.
Quantifiable outcome
- 4x employee tenure vs industry average
- +5 more outcomes
Companies that use AssetBook
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
AssetBook technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature9 records
AssetBook partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and strategic.
- Wealthbox CRMcoreCompleted integration with Wealthbox CRM. Financial planners and investment advisors can seamlessly incorporate client contact records from Wealthbox into the Pulse by AssetBook platform.
- Schwab (Charles Schwab)coreIntegration with Schwab as a custodial platform. AssetBook integrates with most popular custodians including Schwab for seamless data flow and portfolio management.
- Redtail CRMcoreDeep integration partnership with Redtail CRM. Short-term focus of Pulse development includes integrations becoming dashboard items on overview pages.
- MoneyGuidecoreIntegration with MoneyGuide financial planning software. Short-term development focus for Pulse platform.
- PlanTechHubcoreIntegration partnership with PlanTechHub as part of Pulse platform development roadmap.
- AdvisorPeakcoreIntegration partnership with AdvisorPeak as short-term development focus for Pulse platform.
- FidelitycoreIntegration with Fidelity as a custodial platform for portfolio data aggregation and management.
- PershingcoreIntegration with Pershing for custodial platform connectivity.
- TD AmeritradecoreIntegration partnership for custodial platform data and trading connectivity.
- TradePMRcoreIntegration with TradePMR custodial platform.
- SSGcoreIntegration partnership with SSG for custodial connectivity.
- SEIcoreIntegration with SEI for custodial platform data.
- TIAAcoreIntegration with TIAA for portfolio management connectivity.
- DSTcoreIntegration partnership with DST for portfolio data.
- PlaidcoreIntegration with Plaid enables Valian app to display both advisor-managed and non-managed accounts including investment accounts, credit card and bank balances from a single place.
- Andes Wealth TechnologiesstrategicTechnology partnership enabling advisors to develop deeper, more meaningful understanding of clients and drive better financial decision-making.
- wealth.comstrategicTechnology partnership providing additional capabilities for comprehensive wealth management understanding.
- NAPFAstrategicProfessional organization relationship. AssetBook values relationship with NAPFA and its members. Participated in NAPFA 2020 Fall Conference virtually.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
AssetBook competitors and assessment
Company assessmentDirect peers
- Nitrogen (formerly Riskalyze): Nitrogen provides risk analytics, portfolio construction, and client engagement tools to mid-market RIAs. Their overlapping mid-market focus and complementary suite to portfolio reporting make them a strong comparable.
- AdvisorEngine: AdvisorEngine is a portfolio management and reporting platform purpose-built for RIAs. Both AssetBook and AdvisorEngine compete for the same independent advisor segment with comparable workflows and integrations.
- Advyzon: Advyzon offers portfolio management, CRM, and reporting software aimed squarely at the mid-market RIA segment that AssetBook also targets. Their feature overlap and shared mid-market positioning make them the most directly comparable peer.
Broad incumbents
- Addepar: Addepar provides portfolio management and reporting for UHNW and family-office segments with a much broader product portfolio and significantly more capital. It is an aspirational incumbent competing for similar technology budgets.
- Orion Advisor Tech: Orion is a much larger, broad-suite portfolio management, reporting, and CRM platform serving enterprise and mid-market advisors. It competes with AssetBook for the same RIA buyers but at greater scale and with broader functionality.
- Black Diamond (SS&C): Black Diamond by SS&C is a premium portfolio reporting and rebalancing platform. It overlaps AssetBook's core functionality but is positioned for larger enterprise firms rather than mid-market.
- Morningstar Office Cloud: Morningstar Office is a long-standing portfolio and accounting platform for advisors. It competes with AssetBook on portfolio management and reporting functionality but bundles broader research and data capabilities.
- Tamarac by Envestnet: Tamarac is Envestnet's portfolio management and reporting suite aimed at enterprise RIAs. It overlaps AssetBook's core offering but is part of a much larger wealth-tech platform.
Others
- Wealthbox: Wealthbox is a modern CRM for financial advisors with a completed Pulse integration. It sits in AssetBook's ecosystem and is comparable as part of the integrated advisor-tech stack rather than as a direct portfolio management competitor.
- Redtail Technology: Redtail is a leading CRM platform for advisors that AssetBook integrates with. While not a direct competitor in portfolio management, it is an adjacent ecosystem participant and a frequent component of the same advisor tech stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AssetBook social profiles
Digital presenceAssetBook financial estimates
Financial estimateRevenue estimate
Valuation estimate
AssetBook leadership team
Management profileNumber of profiles
Profiles4 records
AssetBook funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AssetBook 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 AssetBook
What does AssetBook do?
AssetBook sells the Pulse platform, a cloud-based SaaS portfolio management, accounting, and performance reporting system for financial advisory firms, paired with the Valian client engagement mobile app. Its offering centers on custodial data aggregation, customizable investment classifications, firm- and client-level dashboards, fee billing, and open-API integrations with major custodians, CRMs, and financial planning tools, priced on a per-account subscription basis.
Is AssetBook a public or private company?
AssetBook is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AssetBook founded?
AssetBook was founded in 2007. It employs 11 to 50 people.
Where is AssetBook based?
AssetBook is headquartered in Mchenry, United States, in the North America region.
How does AssetBook make money?
Three revenue lines are on record. Pulse Platform Subscription is the primary driver. The others are growing Advisor Program and classic and RADAR Legacy Platforms.
Who are AssetBook's main competitors?
Direct peers on record are Nitrogen (formerly Riskalyze), AdvisorEngine and Advyzon. Broad incumbents are Addepar, Orion Advisor Tech, Black Diamond (SS&C), Morningstar Office Cloud and Tamarac by Envestnet. Others are Wealthbox and Redtail Technology.
Does AssetBook have an API?
Yes. Pulse platform is API-driven, allowing third-party applications to pull data from AssetBook. Supports CRM, trading and rebalancing, financial planning, and aggregation through open APIs.
What industry is AssetBook in?
AssetBook's product category is Portfolio Management Software. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech), with a secondary code of FSAAABAM, Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs). Its NAICS code is 513210 and its SIC code is 6199.