FinFolio
FinFolio provides integrated cloud-based portfolio management, performance reporting, rebalancing, trading, billing, and client portal software for independent RIAs, TAMPs, and broker-dealers, with 40+ custodian and CRM integrations and a fully-remote organization of 11-50 employees.
- Company typePrivate
- Founded2008
- HeadquartersGreenwood Village, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What FinFolio does
FinFolio is a private, Denver-based software company founded in 2008 by Matt Abar — who previously founded Techfi (acquired by Advent Software in 2002) — that provides an integrated portfolio management platform for independent registered investment advisors (RIAs), turnkey asset management platforms (TAMPs), and broker-dealers. The platform unifies multi-currency portfolio accounting with native FX sensitivity and tax-lot-level cost basis tracking, GIPS- and AIMR-compliant performance reporting (TWR/IRR), tax-sensitive model rebalancing, FIX-enabled order management with straight-through processing, automated billing and stakeholder payouts, firm-level dashboards, and a white-label responsive client portal, all delivered as a single cloud-native, multi-tier web application built on Google's Material Design framework with NHibernate-based data persistence supporting SQL Server, Oracle, DB2, and MySQL. An open REST API — exposed both inside the product and as a standalone back-end called wealthlab.io — enables extensibility via .Net languages, and the system ships with 40+ native integrations to major custodians (Charles Schwab, Pershing, TD Ameritrade, Fidelity, JPMorgan, Goldman Sachs, Morgan Stanley, Northern Trust, Interactive Brokers, BNY Mellon, Folio Institutional), CRM platforms (Redtail, WealthBox, Junxure), financial planning tools (RightCapital, MoneyGuidePro), and trading/research partners (Riskalyze, 55ip, Zacks, SunGard/TRX).
FinFolio firmographics
Firmographics- Name
- FinFolio
- Legal name
- FinFolio Inc.
- Website
- https://finfolio.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FinFolio provides integrated cloud-based portfolio management, performance reporting, rebalancing, trading, billing, and client portal software for independent RIAs, TAMPs, and broker-dealers, with 40+ custodian and CRM integrations and a fully-remote organization of 11-50 employees.
- Ownership category
- akta.pro rank
FinFolio industry classification
Industry- Product category
- Wealth Management / Portfolio Management Software
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)
Keywords
Where FinFolio is headquartered
LocationHeadquarters
- HQ city
- Greenwood Village
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
FinFolio business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D
Revenue model
- Software Subscription: Portfolio management software subscription for investment advisors. Pricing is not publicly disclosed and requires contacting sales for a quote, indicating enterprise/negotiated pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription for investment advisors |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
FinFolio product offering
Product offeringCore offering
FinFolio is a cloud-native portfolio management software platform sold by subscription to professional investment advisors, RIAs, TAMPs, and broker-dealers. It integrates portfolio accounting, GIPS-compliant performance reporting, tax-sensitive rebalancing, FIX-enabled order management, billing and stakeholder payouts, customizable client portals, and dashboards into a single back-office application. A standalone REST API product (wealthlab.io) is also offered for third-party developers to build custom wealth management applications on top of the same engine.
Product overview
FinFolio is a unified portfolio management software platform for investment advisors and professional wealth managers. The core FinFolio platform integrates multiple modules including Portfolio Management (multi-currency accounting with cost basis and GIPS-compliant performance reporting), Performance Reports, Firm Dashboards, Client Portals, Billing & Payouts, Rebalancing, Order Management System (FIX-enabled), and Import & Reconciliation. The platform supports flexible deployment options (cloud-hosted, on-premises, or white-labeled) and offers data conversion services from competing systems. Additionally, FinFolio provides a standalone REST API product called wealthlab.io for developers to build custom wealth management applications. The system integrates with major custodians, CRM platforms, financial planning tools, and other third-party services.
Differentiator
Problem solved
Functional benefit
Brands
- wealthlab.io: A standalone REST API platform for wealth management and trading that allows third-party developers to build client portals and wealth management apps.
Products and services
- FinFolio Portfolio Management Platform Subscription-based portfolio management software for investment advisors and professional wealth managers that integrates performance reporting, rebalancing, trading, billing, a mobile-ready client portal, and back-office workflows into a single application.
- FinFolio 2.0 Modern mobile-first web application version of FinFolio's portfolio management platform, serving professional wealth managers with redesigned performance reporting, dashboards, billing, trade order management, rebalancing, composites, and client portals.
- wealthlab.io API Standalone REST API back-end platform for account openings, trading, rebalancing, and data feeds that enables third-party developers to build custom wealth management applications and client portals on top of FinFolio's engine.
- FinFolio Workstation 2010 FinFolio Workstation 2010 was the company's first major portfolio management software release for investment advisers, described as the first entirely new portfolio management software for the RIA market in nearly a decade.
- FinFolio Data Conversion Services Managed implementation and data conversion service for advisory firms migrating from legacy systems such as PortfolioCenter, Advent Axys, Moxy, APX, and dbCAMS+ into FinFolio, including custom report development, typically completed within one week.
Quantifiable outcome
- One firm saved over $100,000 annually by transitioning from outsourced data management to in-house FinFolio hosting
- +3 more outcomes
Companies that use FinFolio
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
FinFolio technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration24 records
Feature8 records
FinFolio partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and strategic.
- Redtail TechnologycoreCRM integration partnership allowing investment and wealth managers to synchronize data across FinFolio and Redtail's CRM functionality. Data sync includes client notes, tasks, and name/address information. One-way sync from FinFolio to Redtail for client and account/position information.
- StoneX Group Inc.coreExclusive partnership combining FinFolio's investment management, trading, billing and client portals with StoneX Group Inc.'s custodial and clearing services. Allows investment advisers that custody with StoneX to download and import account data and activity.
- RightCapitalstrategicIntegration with RightCapital's next-generation financial planning tool. Automatically syncs account details and holdings with financial plans, including held-away accounts, enabling better tax planning.
- RiskalyzestrategicPartnership to add electronic trading to Riskalyze's Autopilot Automated Account Platform. Straight-through processing available to Royal Bank of Canada clients. Enables risk score integration into FinFolio reports.
- BaySys TechnologycoreStrategic partnership bringing complete fully outsourced portfolio management solution to the RIA and Asset Management market. BaySys provides outsourcing services while FinFolio provides the technology platform.
- 55ipstrategicInvestment strategy engine empowering advisors to deliver proprietary strategies managed with intelligent algorithms. Enables tax loss harvesting, automated rebalancing, and customized client proposals within FinFolio.
- MoneyGuideProstrategicPulls holding information from FinFolio to display on MoneyGuidePro financial planning site. Real-time sync ensuring current information displays for financial planning purposes.
- PershingcoreMajor custodian integration allowing import of account information and transactions from Pershing platform.
- Charles SchwabcoreMajor custodian integration for account data import and trading connectivity.
- TD Ameritrade InstitutionalcoreIntegration imports daily transactions, prices, account and security information from TD Ameritrade Institutional into FinFolio. TD Ameritrade provides custody services to over 6,000 independent RIAs.
- Interactive BrokerscoreSelf-clearing broker dealer integration. Import account information and transactions and send trades via FIX network for automatic execution.
- JPMorganstrategicImport clients, accounts, securities, prices, transactions and cost information from JPMorgan platforms.
- Goldman SachsstrategicDownload account information and transactions, upload trades and fees through Goldman Sachs integration.
- FidelitycoreDownload account information, security master, prices, transactions, custodial balances, and tax lots. Upload trades and fees.
- Morgan StanleystrategicSelf-clearing broker dealer integration. Import account information and transactions from Morgan Stanley.
- Northern TruststrategicIntegration with Northern Trust for account data import and portfolio management support.
- PieSync (80+ integrations)strategicEnables two-way sync of client data between FinFolio and 80+ apps including Google Contacts, Salesforce, Office 365, Hubspot, MailChimp, Xero, QuickBooks, and other mainstream productivity software.
- Folio InstitutionalstrategicSync client, accounts, transaction and security data with Folio Institutional. Adds white label reports and client portal functionality.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
FinFolio competitors and assessment
Company assessmentBroad incumbents
- Envestnet Tamarac: Envestnet is a broad wealth management platform whose Tamarac unit provides portfolio management, reporting, rebalancing and CRM for advisors. It overlaps directly with FinFolio's functional scope but operates as part of a much larger, publicly-traded platform with broader data, advisor marketplace and analytics services.
- Morningstar Advisor Workstation: Morningstar Advisor Workstation offers portfolio analytics, research, and practice management tools to RIAs. It overlaps with FinFolio's portfolio analysis and research-integrated reporting but is part of Morningstar's broad data and research franchise rather than a specialist back-office suite.
- Broadridge (PortfolioCenter): Broadridge's PortfolioCenter is one of the legacy portfolio accounting systems from which FinFolio explicitly performs data conversion. It serves the same RIA segment with comparable portfolio accounting features but operates under Broadridge's broader financial technology stack.
Direct peers
- Orion Advisor Technology: Orion is a leading portfolio management, rebalancing, trading, and reporting platform for RIAs and wealth managers. It directly competes with FinFolio across the same advisor back-office workflows including rebalancing, performance reporting, billing and client portals.
- SS&C Black Diamond: SS&C Black Diamond is an integrated advisor platform offering portfolio accounting, performance reporting, rebalancing, billing and a client portal — the same core scope as FinFolio, making it one of the most direct competitors in the RIA back-office market.
- Addepar: Addepar is a B2B portfolio management and analytics platform serving RIAs, family offices, and institutional investors. It is directly comparable to FinFolio as both target investment advisors with sophisticated multi-asset reporting, performance measurement, and reconciliation capabilities.
Emerging players
- Advyzon: Advyzon is a newer cloud-based all-in-one practice management platform for RIAs combining CRM, portfolio management, reporting, billing and client portal. It targets the same mid-market RIAs as FinFolio with an integrated single-vendor value proposition similar to FinFolio's go-to-market positioning.
- Riskalyze (Nitrogen): Riskalyze (now Nitrogen) provides risk tolerance scoring and analytics tools for advisors and is a named FinFolio integration partner. It competes at the edges of FinFolio's reporting and risk-tolerance insights but is more of an emerging specialist adjacent platform.
Others
- MoneyGuidePro: MoneyGuidePro is a financial planning platform that integrates with FinFolio to push account data and holdings into plans. It is an ecosystem partner rather than direct competitor, but its presence in the RIA planning space makes it adjacent and comparable to FinFolio's planning-adjacent functions.
- Redtail Technology: Redtail Technology is a leading CRM for financial advisors with which FinFolio has a Core CRM integration. It is an ecosystem partner in the RIA back-office stack rather than a direct competitor, but operates in the same advisor-tech adjacencies and target market as FinFolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
FinFolio social profiles
Digital presenceFinFolio financial estimates
Financial estimateRevenue estimate
Valuation estimate
FinFolio leadership team
Management profileNumber of profiles
Profiles1 record
FinFolio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FinFolio 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 FinFolio
What does FinFolio do?
FinFolio is a cloud-native portfolio management software platform sold by subscription to professional investment advisors, RIAs, TAMPs, and broker-dealers. It integrates portfolio accounting, GIPS-compliant performance reporting, tax-sensitive rebalancing, FIX-enabled order management, billing and stakeholder payouts, customizable client portals, and dashboards into a single back-office application. A standalone REST API product (wealthlab.io) is also offered for third-party developers to build custom wealth management applications on top of the same engine.
Is FinFolio a public or private company?
FinFolio is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FinFolio founded?
FinFolio was founded in 2008. It employs 11 to 50 people.
Where is FinFolio based?
FinFolio is headquartered in Greenwood Village, United States, in the North America region.
How does FinFolio make money?
One revenue line is on record: software Subscription.
Who are FinFolio's main competitors?
Broad incumbents on record are Envestnet Tamarac, Morningstar Advisor Workstation and Broadridge (PortfolioCenter). Direct peers are Orion Advisor Technology, SS&C Black Diamond and Addepar. Emerging players are Advyzon and Riskalyze (Nitrogen). Others are MoneyGuidePro and Redtail Technology.
Does FinFolio have an API?
Yes. FinFolio offers a well-documented REST API that provides programmatic access to all functions, including data reading/writing, rebalancing, reporting, trading, and imports. The API is used internally by FinFolio's own application. FinFolio also launched wealthlab.io as a standalone REST API back-end platform for account openings, trading, rebalancing, and data feeds. The API supports developers extending functionality using any .Net language like C# or Visual Basic by inheriting from base classes and implementing interfaces. Developer documentation is at www.finfolio.com/api.
What industry is FinFolio in?
FinFolio's product category is Wealth Management / Portfolio Management Software. Its primary akta.pro industry code is FSAGAEAE, Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools. Its NAICS code is 523940 and its SIC code is 6282.