What FinaMetrica does

FinaMetrica is a psychometric risk tolerance profiling company founded in 1998 in Sydney, Australia, now operating as a subsidiary of Morningstar, Inc. (NASDAQ: MORN) following Morningstar's April 3, 2020 acquisition of PlanPlus Global. The company's flagship Risk Tolerance Toolkit uses 10- or 25-question questionnaires to generate risk tolerance scores and group classifications for individual investors, comparing each respondent against a benchmark database of over two million completed profiles across more than 20 countries. Its methodology was developed with expertise from the London School of Economics, carries UNSW psychometric certification, and delivers a published, transparent process with a reliability score of 0.9 out of 1.0.

The product surface spans the core Risk Tolerance Toolkit, the Investor Profiler (Auto-Advice) module for advisor-less workflows, Mapping Services that connect risk scores to fund manager portfolios via asset allocation mappings, Risk and Return Reports linked to 40+ years of monthly back-tested historical performance data, a Gap Analysis tool, and a Mapped Portfolios Database covering 35+ providers including abrdn, Aegon, Aviva, Vanguard, and Morningstar Managed Portfolios. For platform embedding, the Risk Profiling Engine (RPE) Web Services and Single Sign-on (SSO) integration enable third-party wealth platforms to deliver the questionnaire and reporting directly within their own environments.

FinaMetrica generates revenue primarily through annual subscriptions tiered by number of advisors (1 to 20+) with optional 1-, 2-, or 3-year terms, supplemented by one-time single-profile purchases and custom mapping services for enterprise clients. Distribution combines a self-service website portal with a 30-day free trial, a global network of regional alliance partners offering 10–33% discounts to their member advisors, and API/embedded integration into enterprise wealth platforms. Customers span independent financial advisors, advisory firms (SEI, Raymond James, Towry, Investec), software platforms (MoneyGuidePro, Orion, Prestwood, Intelliflo), advisory networks (XY Planning Network, Garrett Planning Network, threesixty), fund managers (EBI Portfolios), and auto-advice/robo-advisory platforms globally.

Name

FinaMetrica

Legal name

FinaMetrica (operating as part of Morningstar, Inc.)

Website

https://riskprofiling.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

FinaMetrica provides a psychometric Risk Tolerance Toolkit that scores investor risk preferences against a two-million-profile benchmark, serving financial advisors, advisory firms, and fund managers via subscription and API integrations as a Morningstar subsidiary.

Ownership category

akta.pro rank

Product category

Financial Advisory Risk Profiling Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Risk tolerance profiling
• Psychometric risk assessment
• Financial advisor software
• Wealth management compliance
• Investor risk profiling

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Annual Subscription: Annual subscription to the Risk Tolerance Toolkit with tiered pricing based on number of advisors (1-20+). Options for 1, 2, or 3 year subscription terms. Full access to Risk Profiling Toolkit, training resources, and compliance materials.
2. Single Profile Purchase: One-time purchase of individual risk tolerance profiles for clients who do not need full subscription access.
3. Mapping Services: Custom reports for fund managers and enterprises to map risk tolerance profiles against their portfolios. Contact-based pricing for product fact sheets and empirical risk analysis.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

FinaMetrica sells a psychometric Risk Tolerance Toolkit that financial advisors and enterprises use to score clients' willingness to take investment risk via 10- or 25-question questionnaires, then map those scores to portfolios and 40+ years of back-tested historical performance. The offering is delivered through an annual subscription to a cloud-based portal, with optional RPE web services and SSO for embedding the questionnaire and reporting directly into third-party advisor platforms.

Product overview

FinaMetrica offers the Risk Tolerance Toolkit as its primary core product, a psychometric risk profiling system launched in 1998. The Toolkit includes two questionnaire versions (10-question and 25-question) that generate risk tolerance scores and group classifications. Related offerings include Investor Profiler (Auto-Advice) for fully automated profiling, Mapping Services for connecting scores to investment portfolios, and Asset Allocation Mappings with a database of 35+ mapped fund providers. Developer access is available via Risk Profiling Engine (RPE) Web Services for platform embedding, and Single Sign-on integration for third-party portals. The platform is backed by 40+ years of historical back-testing data and serves advisors in over 20 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Risk Tolerance Toolkit: The original risk tolerance profiling tool, helping advisors understand their clients with simple questionnaires and advanced analytics.
• Risk Profiling Engine (RPE) Web Services
• Investor Profiler (Auto-Advice)

Products and services

• Risk Tolerance Toolkit Psychometric risk tolerance profiling tool consisting of 10- or 25-question questionnaires that produce risk tolerance scores, risk group classifications, and benchmarking against over 2 million other investors. Used by financial advisors to build client portfolios aligned to individual risk willingness and to meet regulatory suitability requirements.
• Risk Profiling Engine (RPE) Web Services Developer API that lets platforms embed the FinaMetrica risk tolerance questionnaire and reporting functionality directly via web service calls, with full control over look and feel and no exchange of client data (only log files of calls).
• Investor Profiler (Auto-Advice) Automated risk profiling solution for use without advisor involvement, enabling platforms to deliver risk tolerance assessments to end clients through automated workflows.
• Mapping Services Service mapping FinaMetrica risk tolerance profiles against specific fund manager portfolios, providing empirical basis for connecting client risk tolerance scores to appropriate investment products and enabling apples-to-apples suitability comparison.
• Single Profile Purchase One-time purchase of an individual risk tolerance profile for clients who do not require full subscription access to the Toolkit.

Quantifiable outcome

• Mis-framed expectations often result in clients buying and selling at the wrong time, unnecessarily reducing their investment return. Investors with expectations set by FinaMetrica stay invested according to plan and participate in returns that others lose.
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature7 records

Partnerships

28 partnerships are on record, tiered core, strategic, minor and regional.

• SEIcoreTechnology or IntegrationSEI (Nasdaq: SEIC) is a leading global provider of outsourced asset management, investment processing and investment operations solutions. SEI Select advisers are covered under a SEI group subscription with 33% discount off standard subscription price. SEI serves corporations, financial institutions, financial advisors, and affluent families.
• MoneyGuideProcoreTechnology or IntegrationMoneyGuidePro is the financial planning software of choice for seven years running according to Financial Planning's RIA survey. 10% discount off standard subscription for MoneyGuidePro users. Special QuickStart Guide Supplement available.
• threesixty Services LLPcoreChannel Partner/ Reseller/ DistributorLeading provider of support services to 600 directly regulated IFA firms and 6000 of the UK's most highly thought of financial advisers. Offers 10% discount off standard subscription price for threesixty advisers.
• TowrycoreTechnology or IntegrationLong-established wealth manager specializing in providing high-quality expert financial advice to private individuals, families and trustees. Formed over 50 years ago with network of offices across UK looking after over 25,000 clients. Has integrated FinaMetrica's risk profiling solution into its investment and advice processes.
• Orion Advisor ServicescoreTechnology or IntegrationPremier portfolio accounting platform for advisors founded in 1999. Empowers more than 700 advisory firms with total AUA in excess of $225 billion, from more than 1 million individual accounts. 10% discount for Orion Advisors.
• NBK Banque Privée (Suisse) S.AstrategicStrategic or Co-development PartnerIndependent Swiss Private Bank providing banking and investment services to individuals and institutions from the GCC (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates). Strategic partnership with FinaMetrica for risk profiling services.
• MoneyGuideProcoreTechnology or IntegrationFinancial planning software of choice for seven years running. MGP makes planning all about the client with collaborative online approach. 10% discount for MoneyGuidePro users.
• IntelliflocoreTechnology or IntegrationProvides software for financial advisers, mortgage broker software and financial CRM software. Multi-award winning software Intelligent Office (iO) utilized by 47% of the UK regulated financial advisory industry. Integration guide available.
• The Garrett Planning Network Inc.coreChannel Partner/ Reseller/ DistributorInternational network of fee-only financial advisors and planners. Goal is to make competent and objective advice accessible through hourly as-needed financial planning. 10% discount off standard subscription for GPN members.
• Shareholders Service GroupminorChannel Partner/ Reseller/ DistributorProvides dedicated client service, comprehensive brokerage platform and advanced technology to independent registered investment advisors. FinaMetrica offered at subsidized price.
• Schwab Advisor ServicescoreChannel Partner/ Reseller/ DistributorSchwab OpenView MarketSquare provides technology ratings and reviews exclusively by and for advisors who custody with Schwab Advisor Services. 10% discount for advisers that custody with Schwab Advisor Services.
• Redtail TechnologycoreTechnology or IntegrationLeading provider of web-based CRM, paperless office, and email archiving solutions in the financial services industry. 10% discount for Redtail Advisors.
• Raymond JamescoreChannel Partner/ Reseller/ DistributorProvides exceptional service and support to entrepreneurial wealth managers and their high net worth investor clients. Full support package includes open architecture administration platform, client reporting, research tools and technology solutions. Wealth managers working with Raymond James can access FinaMetrica's tools at a significant discount.
• TransactcoreChannel Partner/ Reseller/ DistributorIndependent wrap service providing single integrated solution for investment and financial planning needs. 20% discount off standard subscription price for Transact advisers.
• Prestwood Software Ltd.coreTechnology or IntegrationUK's leading financial planning software developer providing complete system from data gathering through comprehensive taxation and investment analysis. FinaMetrica integrated into Prestwood planning software. 20% discount for Prestwood users.
• VoyantcoreTechnology or IntegrationLeading supplier of financial intelligence presentation and collaboration platforms. Voyant Adviser has seen unprecedented growth in UK IFA channel. FinaMetrica integrated into Voyant Adviser. 10% discount for Voyant users in UK and Republic of Ireland.
• SEIcoreTechnology or IntegrationGlobal provider of outsourced asset management, investment processing and investment operations solutions. 33% discount for SEI Select advisers, 10% discount for non-Select advisers under SEI group subscription.
• The XY Planning NetworkcoreChannel Partner/ Reseller/ DistributorLeading turnkey financial planning platform for fee-only advisors with nearly 500 advisors serving Gen X and Gen Y peers. Provides comprehensive financial planning services for monthly subscription without product sales or asset minimums. FinaMetrica offered at subsidized price to XYPN member community.
• NextGen PlannersminorChannel Partner/ Reseller/ DistributorCommunity for planners in early phase of career committed to improving. 20% discount off standard subscription price for NextGen advisers.
• NucleusminorChannel Partner/ Reseller/ DistributorAward-winning adviser-owned wrap platform set up in 2006 with truly clear charging structure. Currently used by 400 adviser firms who have placed over £5bn of client assets. 10% discount for Nucleus advisers.
• Tenet GroupcoreChannel Partner/ Reseller/ DistributorLeeds-based adviser support group, one of the largest and longest established in UK, supporting hundreds of advisers across four key support propositions. Ranked number one financial advisory group in UK in FTAdviser's Top 100 Financial Adviser list 2018.
• Investec Wealth & InvestmentcoreTechnology or IntegrationProvides investment management services for individuals, charities, trusts and clients of financial advisers. Uses FinaMetrica as part of Investment Independent Financial Review to gauge clients' attitude to risk. Personal service at heart of everything the firm does.
• EBI PortfoliosstrategicStrategic or Co-development PartnerUK's leading provider of Evidence Based portfolios. Pioneer unique partnership with FinaMetrica - first time FinaMetrica has provided full descriptor service to UK fund manager. Descriptors deliver extensive historical risk and return profile for all EBI portfolio suites.
• Entireti AlliancesminorChannel Partner/ Reseller/ DistributorPremium support solution architecture for boutique AFSLs and their advisers. Member led community with resources across governance, education, peer sharing and technology. 20% discount for Entireti Alliances AFSLs and advisers.
• Moonstone Information RefineryminorChannel Partner/ Reseller/ DistributorIndependent support network for financial service providers and industry stakeholders. Provides vital practical support services to all levels of financial advisors and institutions. 20% discount for Moonstone clients.
• SAIFAAminorChannel Partner/ Reseller/ DistributorSouth African Independent Financial Advisors Association - non-profit company promoting value of independent financial advice. 20% discount off standard price for SAIFAA advisors.
• FCM Finanz Service GmbHregionalChannel Partner/ Reseller/ DistributorRegional alliance partner for D-A-CH countries (Germany, Austria, Switzerland). Vermittelt Lizenzen und Online-Verträge über Software und Assessments für Dritte sowie Unternehmensberatung. Regular free InfoWebinars on FinaMetrica risk profiling.
• The Institute of Behavioral FinanceregionalChannel Partner/ Reseller/ DistributorRegional alliance partner for South Africa and surrounding countries (Angola, Botswana, DRC, Lesotho, Malawi, Mauritius, Mozambique, Namibia, Seychelles, Swaziland, Tanzania, Zambia, Zimbabwe). Independent research and training institution aimed at behavioral finance discipline.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Nitrogen (formerly Riskalyze): Nitrogen is the closest direct competitor to FinaMetrica, offering psychometric risk tolerance assessment tools for financial advisors under its rebrand from Riskalyze. It serves the same target market of RIAs and wealth managers with risk profiling, financial planning, and proposal generation, overlapping directly with FinaMetrica's core product category.

Emerging players

• MoneyGuidePro: MoneyGuidePro is a leading financial planning software platform for RIAs (named financial planning software of choice for seven years running) and a current FinaMetrica integration partner. While broader in scope than FinaMetrica, it overlaps in serving the same advisor segment with goal-based planning that includes risk profiling, making it a partial competitor.
• RightCapital: RightCapital is a financial planning software platform serving RIAs and fee-only advisors with goals-based planning, Monte Carlo, and risk profiling. It targets the same advisor customer base as FinaMetrica with overlapping functionality, positioning it as a niche specialist with partial overlap in risk tolerance assessment.
• Voyant (Allantas/Envestnet): Voyant is a UK-focused financial intelligence and planning platform for IFAs, currently integrated with FinaMetrica for risk profiling. It serves the same UK and Irish advisor target market as FinaMetrica, with overlapping planning functionality and a shared integration relationship that creates both partnership and competitive overlap.
• Hidden Levers: Hidden Levers provides Monte Carlo simulation and risk modeling software specifically for financial advisors, with similar target market to FinaMetrica. Its portfolio stress testing and risk analytics capabilities overlap with FinaMetrica's risk and return reports, making it a niche specialist with partial functionality overlap.

Broad incumbents

• eMoney Advisor: eMoney Advisor, owned by Fidelity, is a comprehensive financial planning platform serving financial advisors with planning, client portal, and risk profiling functionality. It targets the same RIA and wealth manager customer base as FinaMetrica with a much broader suite, representing a broad incumbent in the financial planning technology stack.
• SEI Investments: SEI is a leading global provider of outsourced asset management, investment processing, and investment operations solutions, and a current FinaMetrica enterprise customer under SEI's group subscription. SEI serves the same institutional and advisor market with broader capabilities that include risk profiling within its platform, making it both a customer and broader incumbent.
• Morningstar, Inc. Morningstar is FinaMetrica's parent company following the April 2020 acquisition of PlanPlus Global. Morningstar provides investment research, data, and analytics to advisors globally with overlapping capabilities in risk profiling, portfolio analytics, and advisor technology, positioning it as a broad incumbent that can extend risk profiling across its enterprise base.
• Betterment for Advisors: Betterment's advisor platform provides automated digital advice and portfolio management tools to RIAs, competing in the auto-advice space that FinaMetrica powers through its Investor Profiler product. Betterment serves the same advisor customer base with a broader robo-advisor offering, positioning it as a broad incumbent in the digital wealth management stack.

Others

• Orion Advisor Services: Orion is a premier portfolio accounting platform empowering over 700 advisory firms with $225B+ AUA, and a current FinaMetrica integration partner. While Orion focuses on portfolio accounting and operations rather than risk profiling, it shares the same RIA customer base and represents a platform that could potentially build or acquire risk profiling capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/finametrica-pty-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 FinaMetrica