What Horsesmouth does

Horsesmouth, founded in 1996 and headquartered in New York, is a subscription-based education and practice management platform serving financial advisors, planners, CPAs, and insurance agents. The company's core offering is a portfolio of nine "Savvy" subject programs covering Social Security, Medicare, Tax, IRA, College Planning, Long-Term Care, Generational Planning, Cybersecurity, plus an AI integration program (AI for Advisors Pro), bundled under a Master Membership that provides unified access starting at $797/year. Underlying technology includes proprietary analytical software (the Savvy Social Security Planning calculator suite), a FINRA-reviewed content library of 30+ presentations and 100+ client education articles, an expert Q&A forum that has fielded over 17,500 complex case inquiries, and AI tooling (Prompt Vault with 100+ prompts plus custom GPTs) built on third-party foundation models.

The business model combines recurring subscription revenue (Master Membership at $797/year, individual program subscriptions, AI for Advisors Pro at $497-$597/year) with one-time workshop fees ($1,397-$1,597 for Savvy Tax Planning School and AI-Powered Financial Advisor), physical/digital product sales, and enterprise content licensing to wealth management firms, broker-dealers, RIAs, asset managers, and banks. Distribution runs through the horsesmouth.com e-commerce storefront, inside sales (US/Canada phone lines), event-driven workshops and webinars, and channel partnerships with software vendors Holistiplan, i65, and College Aid Pro. The flagship Savvy Social Security Planning program has been ranked #1 in advisor satisfaction in the T3/Inside Information Software Survey for multiple consecutive years (2022 and 2023, with 8.70/10 average rating) and earned Software All-Star status in 2025.

On April 8, 2026, Horsesmouth was acquired by FMT Solutions to form an end-to-end advisor growth platform combining educational content with marketing execution and data capabilities. Prior to the acquisition, the company served tens of thousands of financial professionals across every major financial firm and business model, with operations spanning the United States via its New York headquarters and Canada phone sales. The company is organized as Horsesmouth, LLC and has operated continuously for nearly 30 years.

Name

Horsesmouth

Legal name

Horsesmouth, LLC

Website

https://horsesmouth.com

Company type

Private

Founded year

1996

Operating status

Acquired

Headcount range

11–50 employees

Short description

Horsesmouth is a New York-based subscription platform founded in 1996 that provides financial advisors with FINRA-reviewed educational content, proprietary analytical software (notably Social Security planning), and marketing programs across nine subject areas. It serves tens of thousands of advisors and was acquired by FMT Solutions in April 2026.

Ownership category

akta.pro rank

Product category

Financial Advisor Education and Practice Management Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

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

akta.pro secondary industry

Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)

Keywords

• Financial advisor education
• Retirement planning software
• Practice management tools
• Social security planning
• Wealth marketing programs

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

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

Revenue model

1. Master Membership Subscription: Comprehensive annual membership providing access to all Horsesmouth programs, marketing materials, expert support, and software discounts. Starting at $797/year.
2. Workshop and Training Programs: Virtual and in-person training programs including AI-Powered Financial Advisor ($1,597), Savvy Tax Planning School ($1,397-$1,597), and Social Security/Medicare workshops. Includes CE credits and coaching sessions.
3. Individual Program Memberships: Separate subscriptions for individual Savvy programs (Social Security, Medicare, Tax, IRA, College, etc.) with varying price points and feature sets.
4. Store Products: Physical and digital products including reference guides, laminated handouts, books (Hack-Proof Your Life Now!), and key data cards for financial professionals.
5. Corporate Licensing: Enterprise programs, custom programs, content licensing, and technology integration partnerships with wealth management firms, broker-dealers, and financial institutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Horsesmouth provides financial advisors with comprehensive education programs, FINRA-reviewed client-facing marketing materials, proprietary planning software (notably the #1-ranked Savvy Social Security Planning suite), and turnkey practice management resources covering retirement topics such as Social Security, Medicare, taxes, IRAs, college, long-term care, generational wealth, and cybersecurity. Its Master Membership bundles all nine Savvy programs with expert Q&A forums, presentations, and software partner discounts for an annual fee.

Product overview

Horsesmouth operates as a comprehensive financial advisor education and practice management platform offering a portfolio of nine 'Savvy' programs covering key financial planning topics including Social Security, Medicare, Cybersecurity, IRA, College Planning, Long-Term Care, Generational Planning, and Tax Planning. The platform is structured around a Master Membership that provides unified access to all technical programs plus turnkey marketing and business development resources. Key products include Savvy Social Security Planning (flagship ranked #1 in satisfaction), AI for Advisors Pro (AI integration tools), and various workshop programs. The company serves financial advisors, planners, agents, accountants and other professionals with educational content, analytical software, FINRA-reviewed marketing materials, and expert support.

Differentiator

Problem solved

Functional benefit

Brands

• Savvy Social Security Planning: Comprehensive Social Security planning education and software program for financial advisors
• Savvy Medicare Planning
• Savvy Tax Planning
• Savvy IRA Planning
• Savvy College Planning
• Savvy Long-Term Care Planning
• Savvy Generational Planning
• Savvy Cybersecurity
• AI for Advisors Pro
• Master Membership
• Advisor/Client
• Advisor/CPA
• Daily Oats
• Hack-Proof Your Life Now!

Products and services

• Savvy Social Security Planning Comprehensive Social Security education, analysis software, FINRA-reviewed presentations, Q&A forum, and marketing materials that help financial advisors optimize client retirement benefits and grow their practice. Ranked #1 in advisor satisfaction in multiple T3/Inside Information surveys.
• Savvy Medicare Planning Education, client answers, marketing programs, and communications that help advisors guide clients through Medicare enrollment, coverage decisions, and retirement healthcare expense planning.
• Savvy Cybersecurity Cybersecurity education program teaching advisors and their clients about digital security threats, identity theft protection, and safe online practices. Includes the book 'Hack-Proof Your Life Now!' co-authored by Sean Bailey and Devin Kropp.
• Savvy IRA Planning Comprehensive IRA planning education covering required minimum distributions, Roth conversions, inherited IRAs, and retirement account strategies, with guidance on navigating complex IRA regulations.
• Savvy College Planning College funding and planning education program helping advisors guide clients through financial aid optimization, scholarship strategies, and college cost reduction techniques.
• Savvy Long-Term Care Planning Long-term care planning education covering medical, financial, legal, and emotional aspects of care planning for clients and their families.
• Savvy Generational Planning Estate and legacy planning program helping advisors guide clients in transferring assets to the next generation, including trust strategies and wealth transfer planning.
• Savvy Tax Planning Retirement tax planning education covering bracket management, Roth conversion timing, Social Security taxation, Medicare IRMAA avoidance, and strategic withdrawal sequencing, including the Four Stages of Retirement framework.
• Master Membership Comprehensive annual membership providing access to all nine Savvy programs, turnkey marketing materials, expert Q&A forums, 30+ FINRA-reviewed presentations, 25% workshop discount, and software partner discounts (Holistiplan, College Aid Pro, i65). Starting at $797/year.
• AI for Advisors Pro Ongoing AI implementation program teaching advisors to integrate generative AI (ChatGPT, Copilot, Claude, Gemini) across their practice, including the Prompt Vault with 100+ prompts, custom GPTs, weekly AI briefings, and monthly live sessions for marketing, client service, and practice management. $597/year ($497 founding member rate).
• AI-Powered Financial Advisor Workshop Four-week virtual coaching program teaching advisors to effectively integrate generative AI into daily workflows, covering AI communication skills, marketing automation, client engagement, and team adoption strategies. Priced at $1,597 (Master Members receive 25% discount).
• Savvy Tax Planning School Four-day virtual intensive training on tax planning for advisors, covering recent tax legislation, bracket management, Roth conversion strategies, and tax-saving frameworks. Awards 12.5 CFP CE credits. Priced at $1,397 early-bird / $1,597 regular.
• Store Products Physical and digital products including Key Tax Changes cards, Key Financial Data cards, The Family Guide to Caregiving, Baby Boomer's Guide to Legacy Planning, college planning guides, Social Security reference cards, the 'Hack-Proof Your Life Now!' book, and Retirement Calendar Checklists.

Quantifiable outcome

• Average Social Security claiming age increased from 63.6 to 64.7 for men and 63.6 to 64.6 for women between 2008-2018, attributed in part to Horsesmouth's education efforts
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• FMT SolutionscoreStrategic or Co-development Partner · 8 April 2026FMT Solutions acquired Horsesmouth in April 2026 to build an end-to-end advisor growth platform. The combination integrates Horsesmouth's nearly 30 years of educational content and training with FMT's marketing execution and data capabilities, creating a comprehensive platform spanning lead generation, client engagement, and retention.
• i65coreTechnology or Integration · 26 September 2023Partnership to offer Medicare and healthcare planning solutions. i65 provides software for Medicare guidance. Horsesmouth offers 25% discount on i65 software to Master Members, integrating Medicare planning capabilities into the platform.
• Alliance for Lifetime IncomeflagshipStrategic or Co-development Partner · 8 September 2021Partnership during Rolling Stones 'No Filter' 2021 Tour to showcase top Social Security educators. Alliance, sole sponsor of the tour, is a non-profit consumer education organization devoted to helping Americans address retirement income risk. Financial professionals were featured at tour activation sites and sweepstakes offered chances to win Stones tickets and Savvy Social Security Planning memberships.
• HolistiplancoreTechnology or IntegrationTax planning software partner offering 25% discount to Savvy Tax Planning and Master Members. Integration of Holistiplan into tax planning curriculum and workflow.
• College Aid ProcoreTechnology or IntegrationCollege funding software partner offering 25% discount to Savvy College Planning and Master Members. Integration of college financial aid planning tools.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MoneyGuideStar: Widely adopted financial planning software platform for advisors. Overlaps with Horsesmouth's positioning around advisor workflow tools, though MoneyGuideStar focuses on goal-based planning rather than retirement topic education.
• eMoney Advisor: Comprehensive financial planning and client engagement platform owned by Fidelity. Comparable in targeting advisor practices with planning, CRM, and client portal tools, though broader in scope than Horsesmouth's topic-focused education.

Direct peers

• Twenty Over Ten: Advisor marketing platform providing websites, content, and social media tools to financial advisors. Closely comparable in serving independent RIAs with marketing automation and curated content libraries.
• Holistiplan: Tax planning software for financial advisors, integrated into Horsesmouth's Savvy Tax Planning curriculum as a software partner. Both serve the same advisor customer with tax planning expertise and tools.
• FMG Suite: Marketing, website, and content platform for financial advisors, similar in serving independent advisors with turnkey marketing programs and curated content. Directly overlaps with Horsesmouth's Advisor/Client Marketing program and corporate offering.
• i65: Medicare planning software for advisors, integrated into Horsesmouth's Savvy Medicare Planning program as a technology partner. Directly comparable on the Medicare education and software product.
• Snappy Kraken: Digital marketing and content platform built specifically for financial advisors. Most directly comparable to Horsesmouth on the advisor marketing/content side, though it competes more on automation and digital campaigns than on technical retirement education.
• Vanilla (AdvisorStream): Content marketing platform for financial advisors and wealth management firms, providing automated, compliant content delivery. Comparable to Horsesmouth's content-licensing and Advisor/Client marketing motion.

Emerging players

• RightCapital: Financial planning software platform for advisors with growing adoption among RIAs. Overlaps in serving the same advisor persona with workflow and planning tools, though focused on holistic planning rather than topic-specific education.

Others

• Redtail Technology: Leading CRM and workflow platform for financial advisors. Complementary ecosystem participant — both serve the same advisor customer base, and CRM integration could extend Horsesmouth's distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Horsesmouth_FA
• Facebookfacebook.com/189722531070643
• LinkedInlinkedin.com/company/horsesmouth

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors1 record

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 Horsesmouth