NorthStar Financial Services

What NorthStar Financial Services does

NorthStar Financial Services is an Omaha-based financial services holding company founded in 2003 with more than $300 billion in assets under management and administration and a 501-1000 employee base. The group operates primarily through its wealthtech subsidiary, Orion Advisor Solutions, Inc., which provides an integrated technology platform serving registered investment advisors, broker-dealers, family offices, banks, trusts, and custodians. The company was founded by W. Patrick Clarke and expanded through acquisitions including Orion Portfolio Services in 2018 and Redtail Technology in 2023.

Orion Advisor Solutions operates an all-in-one wealthtech platform combining twelve connected products organized into three layers: Trading & Operations (Portfolio Accounting, Trading, Compliance, Risk Intelligence); Data + AI (Denali Data Layer, Denali AI, Strategic Insights); and Client Relationships (Redtail CRM, Client Portal, Advisor Portal, Planning, Summit Experience). The proprietary Denali Data Layer ingests and normalizes data from Orion, Redtail, custodians, third-party CRMs, and non-Orion sources without requiring firms to rebuild their tech stack, while Denali AI operates as an enterprise intelligence layer for generative summaries, knowledge retrieval, process automation, anomaly detection, and predictive analytics. The platform reports 100+ integration partners including BlackRock, BNY Mellon Pershing, Charles Schwab, Fidelity, eMoney, MoneyGuide, Morningstar ByAllAccounts, Salesforce, and Redtail; SOC 2 Type 2 compliance; and operational metrics including 99% reconciliation before market open, 95% client retention, 65% tech stack utilization versus 55% for non-Orion advisors, and 40% faster organic growth for clients in 2025.

The business model is subscription SaaS with annual billing on a quote-based enterprise field sales motion. Firms can adopt individual products or the full platform under a single agreement (the 'Build Your Stack' and 'Orion Advantage' motions), and pricing is tiered by firm size, AUM, and product adoption level. Beyond the core technology platform, the wealth management arm offers TAMP open architecture (Orion Portfolio Solutions), OCIO services (TownSquare Capital), Custom Indexing, Trade Desk, proprietary investments (Brinker Capital Investments), Cash and Credit, and investment model marketplace access. The company distributes through direct enterprise field sales and integration partner channels, with marketing support from content, community (Orion Ascent), Advisor Academy CE courses, and annual Wealthtech Outlook research.

Name

NorthStar Financial Services

Legal name

Orion Advisor Solutions, Inc.

Website

https://nstar-financial.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

NorthStar Financial Services is an Omaha-based financial services firm with $300B+ AUM, operating primarily through its Orion Advisor Solutions wealthtech subsidiary, which provides an integrated portfolio accounting, CRM, trading, compliance, planning, and AI platform for RIAs, broker-dealers, family offices, and banks.

Ownership category

akta.pro rank

Product category

Wealth Management Technology (Wealthtech)

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

akta.pro secondary industries

Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions) (FSAAACAG), Endowment / OCIO-Style Multi-Manager Platforms (FSANAGAG)

Keywords

• Wealthtech platform
• Portfolio accounting software
• Financial advisor CRM
• Wealth management technology
• RIA software solutions

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Subscription SaaS - Platform Licensing: Orion generates revenue through subscription-based licensing of its twelve integrated wealthtech products. Firms can use individual products independently or adopt the full platform under a single agreement. The platform serves advisory firms from RIAs scaling their first $500M to enterprise broker-dealers managing thousands of advisors, indicating tiered pricing across firm size and AUM.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

NorthStar Financial Services operates the Orion wealthtech platform, providing an integrated suite of technology products (portfolio accounting, CRM, trading, compliance, planning, risk intelligence, client/advisor portals, and Denali AI) built on the Denali Data Layer, sold via subscription licensing to RIAs, broker-dealers, family offices, banks, and trusts. The firm also delivers wealth-management services including TAMP open architecture, OCIO, trade desk, custom indexing, investment portals, wealth advisory, and cash/credit solutions through subsidiaries such as Orion Portfolio Solutions and TownSquare Capital.

Product overview

Orion Advisor Technology is an all-in-one wealthtech platform providing twelve connected products organized around how advisory firms operate. The platform combines CRM (Redtail), planning, portfolio accounting, trading, compliance, and AI (Denali AI) — built to work as one unified system. The core products are organized into three categories: (1) Trading & Operations - Portfolio Accounting, Trading, Compliance, and Risk Intelligence; (2) Data + AI - Denali Data Layer, Denali AI, and Strategic Insights; (3) Client Relationships - Redtail CRM, Client Portal, Advisor Portal, Planning, and Summit Experience. Each product can be used independently and integrated with existing tools, or firms can adopt the full platform for single agreement, integrated UX (Orion Advantage), and connected workflows. Orion also provides a wealth management arm including TAMP Open Architecture, OCIO services, Trade Desk, Custom Indexing, and investment services through affiliated entities (Orion Portfolio Solutions, Brinker Capital Investments, TownSquare Capital).

Differentiator

Problem solved

Functional benefit

Brands

• Redtail: Industry's most-adopted CRM for financial advisors, purpose-built for wealth management workflows.
• Denali AI
• Denali Data Layer
• Orion Planning
• Orion Portfolio Solutions

Products and services

• Portfolio Accounting Portfolio accounting module providing billing, reporting, performance calculation, reconciliation, and oversight at scale for advisory firms.
• Trading Tax-intelligent trading platform enabling execution at scale across client portfolios for fiduciary advisory firms.
• Compliance Compliance solution that helps wealth management firms get exam-ready and manage regulatory requirements including trading surveillance and documentation.
• Risk Intelligence Risk management solution enabling advisors to understand risk and uncover opportunity in client portfolios.
• Redtail CRM Industry's most-adopted advisor CRM, purpose-built for wealth management workflows; can be used independently or fully integrated with Orion's planning, portfolio accounting, trading, and compliance products.
• Denali Data Layer Wealth-tech-optimized data engine that ingests and normalizes data from Orion, Redtail, custodians, third-party CRMs, and non-Orion sources, powering Summit Experience, Strategic Insights, and Denali AI.
• Denali AI Enterprise AI layer that connects data, workflows, and insights across CRM, planning, portfolio management, trading, reporting, and risk into a unified intelligence layer; drafts summaries, surfaces exceptions, and suggests next steps for advisors; runs on customer-isolated data and does not use customer data to train third-party AI models.
• Strategic Insights Business intelligence solution that transforms key firm data into actionable growth insights for advisory firms.
• Client Portal Client-facing portal providing real-time transparency for clients to view statements, reports, and portfolio data.
• Advisor Portal Internal advisor platform providing one unified workspace for the full wealth management process from prospecting through reporting.
• Planning Financial planning module connecting client goals to portfolio performance for advisors and their clients.
• Summit Experience Premier client and firm experience platform powered by the Denali Data Layer.
• TAMP Open Architecture Turnkey asset management platform (TAMP) offering open-architecture portfolio solutions for advisory firm growth via Orion Portfolio Solutions.
• OCIO Outsourced chief investment officer service providing advisory firms with access to a team of investment management experts.
• Trade Desk Team of experienced specialists that streamlines trade operations for advisory firms.
• Custom Indexing Tax-efficient personalized portfolio management at scale through custom indexing strategies.
• Investment Portal Investment model marketplace providing advisors access to leading third-party strategists.
• Wealth Advisory Service designed to help advisory firms attract and retain high-net-worth clients.
• Cash and Credit Lending solutions providing a range of credit options for advisory firm clients.
• Tailored Allocation Portfolios Personalization-at-scale portfolio solution delivered through tailored allocation portfolio strategies.
• Proprietary Investments Diversified proprietary investment portfolios offered to advisors via Brinker Capital Investments.

Quantifiable outcome

• 40% faster organic AUM growth
• +6 more outcomes

Named customers1 record

Segments10 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature12 records

Partnerships

Nine partnerships are on record, tiered core.

• BlackRockcoreTechnology or IntegrationOrion's integration with BlackRock's Advisor Center provides advisors with digital tools to facilitate strategic portfolio decisions, fuel client relationships, and grow business. Integration includes Single Sign-On capability. BlackRock is a global fiduciary and financial technology provider helping millions build savings.
• BNY Mellon PershingcoreTechnology or IntegrationOrion receives daily data files from BNY Mellon Pershing and supports integrated trade file capabilities and advisory fee billing files. BNY Mellon Pershing is the industry's largest provider of clearing and settlement solutions, helping firms drive growth, create scale, and manage costs.
• eMoneycoreTechnology or IntegrationeMoney pulls account balance and performance data to aid financial planning. Orion reports can run on demand inside eMoney and Orion statements view inside eMoney vault. eMoney is advisor-created software for comprehensive financial planning.
• Fidelity Clearing and Custody SolutionscoreTechnology or IntegrationOrion and Fidelity integrate to offer digital account opening workflow, SSO to Wealthscape, tiles on Orion's Insight presentation tool, and advanced trade file capabilities. Fidelity provides technology, thinking, and collaboration for banks, broker-dealers, RIAs, family offices, and wealthy families.
• MoneyGuidecoreTechnology or IntegrationOrion integrates with MoneyGuide by pushing Household/Account level data for use in financial plans. Orion pulls back Financial Plan report elements including Plan Summary, Monte Carlo Results, Net-Worth Summary, and Insurance Information into Report Builder, Insight, and Client Portal Apps. MoneyGuide is interactive web-based financial planning software created by PIEtech.
• Morningstar (ByAllAccounts)coreTechnology or IntegrationMorningstar ByAllAccounts provides financial account aggregation from over 15,000 different financial institutions to Orion advisors. Orion uses this aggregated data for performance reporting and holistic reporting. Morningstar has over 22 years of aggregation experience and is a trusted partner of leading portfolio management platforms.
• Redtail TechnologycoreTechnology or IntegrationRedtail is Orion's CRM, an Orion company. It is the industry's most-adopted CRM for financial advisors, purpose-built for wealth management. Redtail integrates with Orion for two-way data sync, access to Orion household-level data, new account creation, and features like Insight, Eclipse Trading widget, Orion Reports, and Quik!/LaserApp form integration.
• SalesforcecoreTechnology or IntegrationOrion and Salesforce utilize a two-way sync so data is accurate in both apps. Portfolio data can be maintained, accounts opened, and transaction-level data viewed inside Salesforce, or single sign-on access within Salesforce opens the appropriate client and action in Orion.
• Charles SchwabcoreTechnology or IntegrationOrion integrates with Charles Schwab to provide single sign-on to the Charles Schwab Advisor Center, real-time data from OpenView Gateway in an Insight dashboard, and seamless digital account opening sending new account information, change of address, and service requests from Orion to Charles Schwab.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Advyzon: All-in-one wealthtech platform targeting small to mid-sized RIAs with portfolio management, CRM, and custodial services — an emerging competitor pursuing the same end-to-end platform thesis as Orion.
• Altruist: Custodian-plus-tech platform offering an integrated portfolio management, CRM, and reporting stack aimed at smaller RIAs — a fast-growing emerging all-in-one alternative.

Direct peers

• Addepar: Portfolio management and reporting platform for high-net-worth and ultra-high-net-worth RIAs and family offices, directly competing with Orion's Portfolio Accounting and reporting capabilities at the top of the market.
• Riskalyze: Risk tolerance and risk intelligence tool for advisors — a direct substitute for Orion's Risk Intelligence product and a Top 3 competitor in the T3 Survey ranking.
• Tamarac (Envestnet): Tamarac provides portfolio accounting, rebalancing, and CRM for RIAs; competing head-to-head with Orion's all-in-one platform for growth-stage advisory firms.
• Envestnet: Broad wealthtech platform serving RIAs and enterprises with portfolio management, financial planning (MoneyGuide), and data analytics — the largest direct competitor to Orion's all-in-one stack.
• eMoney Advisor: Advisor-focused financial planning platform — competes with Orion's Planning product while also serving as an Orion integration partner, creating a partially aligned relationship.
• SS&C Advent (Black Diamond): Black Diamond is a portfolio accounting and reporting platform for RIAs — a direct substitute for Orion's Portfolio Accounting and Trading products within Orion's core RIA customer base.
• MoneyGuide (PIEtech/Envestnet): Financial planning software integrated with Orion via API for many firms, but a direct competitor in the financial planning category and part of Envestnet's broader suite.

Broad incumbents

• Salesforce Financial Services Cloud: Enterprise CRM that already two-way-syncs with Orion but competes as a broader platform choice for large advisory firms building their own wealthtech stacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nstarfin
• Facebookfacebook.com/nstarfin
• LinkedInlinkedin.com/company/northstar-financial-services-group-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NorthStar Financial Services