What ETNA does

ETNA Software Corp is a privately held, Florida-based fintech founded in 2002 that builds a white-label, cloud-native SaaS platform family for broker-dealers, registered investment advisors, trading educators, roboadvisors, and retirement plan sponsors. Its core products — the White Label Trading Platform, Financial Advisor Software, Paper Trading Simulator, and Clearing Software — sit on an API-first, Microsoft Azure-hosted architecture with 200+ RESTful endpoints and support for multi-asset trading (equities, options, ETFs, mutual funds, IPOs, UITs, fractional shares, and cryptocurrencies). The platform is differentiated by built-in compliance automation (FINRA, SEC, CAT, PDT, OATS, 1099-B/DIV, Blue Sheet, CAIS), multi-custodian connectivity (12+ clearing firms, 20+ execution venues), and a 2-week self-clearing deployment model that compresses timelines typically measured in months. ETNA monetizes through enterprise SaaS subscriptions, white-label licensing, professional services, and a publicly published freemium paper-trading tier, targeting its $69B roboadvisory, $2B–$3B+ AUM-served wealth management, and SECURE Act 2.0 401K automation markets. The company is founder-led (CEO Eugeny Elesin, CTO Kirill Zhuk, CIO Alexey Kuznetsov) with 51–100 employees, an 80%+ long-tenured engineering team, 35+ enterprise clients, and 92% client NPS, operating profitably without disclosed external funding.

Name

ETNA

Legal name

ETNA Software Corp

Website

https://etnasoft.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

ETNA is a founder-led, cloud-native SaaS provider of white-label trading, clearing, and wealth management platforms for US broker-dealers, RIAs, roboadvisors, and 401K plan sponsors, distinguished by built-in FINRA/SEC compliance automation and broad multi-custodian connectivity.

Ownership category

akta.pro rank

Product category

Trading Platform Software

NAICS

Software Publishers (5132), Portfolio Management and Investment Advice (523940)

SIC

Finance Services (6199), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Institutional API Connectivity, OMS/EMS & FIX Gateways (FSADAJAJ)

akta.pro secondary industry

Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)

Keywords

• White label trading platform
• Wealth management software
• Broker dealer software
• Roboadvisor platform
• Compliance automation software

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Turnkey SaaS solutions for trading platforms, financial advisor software, clearing software, and back-office tools. Pricing varies by platform type and feature requirements. Multi-tier pricing for paper trading simulator (Starter, Premium, Enterprise).
2. White-Label Licensing: Fully branded white-label solutions for broker-dealers, RIAs, and fintech companies. Custom branding, workflows, and interfaces under client developer accounts.
3. Professional Services: Implementation, customization, integration, and ongoing support services. 2-week go-live deployment with dedicated project management.
4. Paper Trading Platform: Tiered pricing: Starter (Free), Premium ($19/mo or $190/yr), Enterprise (custom). Individual and business pricing models.
5. API and Integration Services: 200+ RESTful API endpoints for custom development, third-party integrations, and workflow automation. Part of comprehensive platform suite.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

ETNA is a white-label, cloud-native SaaS fintech platform that enables broker-dealers, RIAs, roboadvisor firms, and trading educators to launch branded trading, wealth management, clearing, and 401K solutions without building infrastructure in-house. The product family spans a White Label Trading Platform, Financial Advisor Software, Paper Trading Simulator, Clearing Software, Roboadvisor Platform, 401K Automation, and Self-Clearing Operations, all accessible through 200+ RESTful API endpoints and integrated with 12+ clearing firms and 20+ execution venues.

Product overview

ETNA is a family of fintech products for broker-dealers and RIAs, offering a modular platform architecture that combines white-label trading platforms, financial advisor software, paper trading tools, and APIs. The core ecosystem includes the White Label Trading Platform for broker-dealers, Financial Advisor Software for RIAs, and Paper Trading Simulator for education and testing. These core products are supplemented by specialized modules including Clearing Software for post-trade operations, Back Office Solutions for order and account management, Omnibus Solution for account consolidation, AI-Powered Social Sentiment Insights for market analysis, Market Data services, Advanced Options Trading (ETNA Trader), Trading Operating System with RQD integration, Compliance Automation for regulatory reporting, and dedicated solutions for RIAs, trading educators, robo-advisors, 401K automation, and self-clearing operations. All products are available as white-label solutions with API access for customization and integration.

Differentiator

Problem solved

Functional benefit

Brands

• ETNA Trader: White label web trading platform for online brokers and digital advisors
• ETNA Financial Advisor Software
• ETNA Paper Trading Simulator
• ETNA Clearing
• ETNA Roboadvisor Platform
• ETNA 401K Automation

Products and services

• White Label Trading Platform White-label, cloud-native web and mobile trading platform that enables broker-dealers and digital advisors to launch their own branded multi-asset trading experience across stocks, options, ETFs, mutual funds, IPOs, and UITs, with customizable interfaces, real-time market data, and multi-leg options trading.
• Financial Advisor Software Wealth management software for RIAs and financial advisors featuring digital client onboarding, automated portfolio rebalancing, advisor dashboards, compliance automation, and 401K management with dual RIA/BD license support.
• Paper Trading Simulator Stock and options trading simulator for beginner traders, FinTech developers, and educators offering realistic trading with real-time market data, multi-leg strategies, performance tracking, and customizable trading dashboards on web, mobile, and Apple Watch.
• Clearing Software Automated post-trade clearing solution for US broker-dealers and wealth management firms, supporting multi-asset trading with 24x7 real-time trade validation, straight-through processing, fractional share support, and multi-custodian connectivity, deployable in about two weeks as a fully branded white-label.
• Roboadvisor Platform White-label roboadvisor platform with institutional-grade algorithms, automated portfolio rebalancing, tax-loss harvesting, multi-asset support, and 8-week deployment, enabling fintech companies and financial institutions to launch automated investment advisory platforms without building them in-house.
• 401K Automation Complete 401K automation and compliance platform for plan sponsors, TPAs, and retirement plan providers with SECURE Act 2.0 compliance automation, auto-enrollment, auto-escalation, payroll integration, and integrations with 25+ major custodians via 200+ API endpoints.
• Self-Clearing Operations Cloud-native self-clearing operations platform that lets broker-dealers launch fully branded self-clearing capabilities in two weeks with multi-custodian architecture, 24/7 processing, FINRA/SEC compliance automation, and white-label flexibility.
• Custom FinTech Development Services Custom fintech development services including product engineering, specialized solutions, technology transformation, advanced technology services (AI/ML, blockchain, cybersecurity), and team augmentation for broker-dealers, RIAs, and fintech firms.

Quantifiable outcome

• 92% Client NPS score
• +9 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature12 records

Partnerships

Six partnerships are on record, tiered core.

• InteliClear LLCcoreTechnology or IntegrationETNA integrates with InteliClear LLC for real-time post-trade processing, straight-through processing (STP), and cloud-based clearing operations. This eliminates manual intermediaries and reduces operational costs for broker-dealers.
• Virtu FinancialcoreTechnology or IntegrationPartnership provides advanced execution venue capabilities through Virtu Financial's electronic trading infrastructure. Enhances order routing and execution quality for ETNA broker-dealer clients.
• DASH Execution VenuecoreTechnology or IntegrationDirect connectivity to DASH execution venue for optimized order routing across markets. Part of 20+ execution venue integrations supporting best execution.
• Axos ClearingcoreTechnology or IntegrationNative integration with Axos Clearing for clearing and settlement operations. One of 12+ clearing firm integrations providing multi-custodian flexibility.
• Click MarketscoreTechnology or IntegrationIPO and UIT trading partner powered by Click Markets. Provides real-time IPO pricing and availability, UIT order execution, allocation tracking, and compliance reporting.
• RQD ClearingcoreTechnology or IntegrationRQD partnership provides API-first, event-driven clearing platform with no legacy mainframe. Supports extended clearing hours and cloud-native architecture.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tradier: Tradier provides a brokerage-as-a-service platform with APIs and white-label trading infrastructure for fintechs and broker-dealers. It competes head-to-head with ETNA in offering embedded trading, market data, and order routing to fintech builders.
• Alpaca: Alpaca offers API-first brokerage and trading infrastructure for fintechs, developers, and broker-dealers, including commission-free equity and options trading. It is a direct competitor in the white-label/API brokerage platform category where ETNA operates.
• DriveWealth: DriveWealth provides a global B2B trading and investing infrastructure platform, enabling broker-dealers, advisors, and fintechs to offer fractional equities and ETFs. It overlaps directly with ETNA's white-label trading and fractional share offerings.
• Apex Clearing: Apex Clearing provides clearing, custody, and technology infrastructure to broker-dealers and fintechs, including execution and post-trade services. ETNA integrates with Apex and competes with it for self-clearing and custody-adjacent platform business.

Broad incumbents

• Interactive Brokers: Interactive Brokers offers the IBKR platform with white-label and technology licensing to broker-dealers and advisors, including order routing and execution services. It is a much larger incumbent that competes in the same broker-dealer technology category as ETNA.
• Broadridge Financial Solutions: Broadridge provides post-trade processing, regulatory reporting, and trading platform technology to broker-dealers and wealth managers globally. It overlaps with ETNA's compliance automation and clearing modules at significantly larger scale.
• SS&C Eze (Eze Software): SS&C Eze provides EMS/OMS, trading, and portfolio management platforms to buy-side and sell-side firms including broker-dealers. It is a broader incumbent with overlapping OMS, compliance, and multi-asset trading capabilities to ETNA.
• Envestnet: Envestnet offers wealth management technology including advisor workstations, portfolio management, and TAMPs serving RIAs and broker-dealers. It competes with ETNA's Financial Advisor Software and RIA platform modules.
• InvestCloud: InvestCloud provides digital wealth management and advisor platforms to financial institutions with configurable front-, middle-, and back-office workflows. It is a broader incumbent in the RIA/wealth technology space where ETNA competes.

Emerging players

• Zerodha (Kite Connect / finnX): Zerodha's Kite Connect API and the finnX white-label offering provide trading APIs and platforms to fintechs, primarily in India but increasingly globally. It is an emerging white-label trading platform peer that overlaps with ETNA's API-first architecture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/etnasoft
• Facebookfacebook.com/etnasoft
• LinkedInlinkedin.com/company/etna-software

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about ETNA