LibertyFi

What LibertyFi does

LibertyFi is a Birmingham, Alabama-based financial technology consulting firm founded in 2017 that provides outsourced middle office services to independent registered investment advisors (RIAs). The company specializes in implementing, customizing, and managing the Envestnet wealth management platform for approximately 31 RIA firms covering 160 advisors and 53,000 accounts, with reported assets under administration of approximately $19.6 billion (combined with Aptus Capital Advisors, over $20 billion in client assets). Service modules include evaluation and turnkey platform access, onboarding and outsourced implementation, ongoing support, personalized consulting, and — through the January 2024 merger with Aptus Capital Advisors — outsourced asset management including OCIO solutions and managed portfolios, delivered as the CAMP (Customized Asset Management Platform).

The company's core technology is not proprietary; it is built around deep configuration and customization of the Envestnet financial wellness ecosystem, including unified managed accounts (UMA), tax loss harvesting tools, performance reporting, billing administration, and trading automation. LibertyFi's differentiation rests on human expertise in tailoring Envestnet to each RIA's fee schedules, trading parameters, and reporting requirements — for example, Naviter Wealth's 14 custom reporting styles — rather than on a proprietary software stack. The firm is employee-owned, operates from a single Birmingham headquarters, and runs on a quote-based professional services and managed services revenue model with no publicly disclosed pricing.

LibertyFi targets growth-oriented independent RIAs and breakaway advisors transitioning from wirehouses, with a sales-led and channel-partner go-to-market. The firm distributes through direct enterprise sales, the Wealth Advisor Growth Network (WAGN) ecosystem of complementary outsourcing providers, and the strategic Aptus Capital Advisors partnership. Reported customer outcomes include 18% average client organic growth versus a 4% industry average, rapid breakaway onboarding (e.g., Elk River's first acquisition within four weeks), and material operational efficiency gains (e.g., Octavia Wealth onboarding $1.7 billion with 18,000 fewer emails).

Name

LibertyFi

Legal name

LibertyFi LLC

Website

https://libertyfi.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Wealth Management Technology Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Services-Management Consulting Services (8742), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

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

Keywords

• Outsourced middle office services
• RIA technology consulting
• Wealth management platform
• Envestnet platform management
• Investment management outsourcing

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Technology Consulting and Middle Office Services: LibertyFi provides outsourced technology expertise, helping RIAs choose, implement, run, and customize Envestnet's financial wellness ecosystem. Revenue comes from consulting fees for technology configuration, implementation, and ongoing support services.
2. Outsourced Asset Management (via Aptus Capital Advisors): Through partnership with Aptus Capital Advisors, LibertyFi offers outsourced asset management including OCIO solutions, bespoke investment management consulting, and managed portfolios. This creates a turnkey solution for advisors to outsource investment management.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

LibertyFi provides outsourced middle office services for independent Registered Investment Advisors (RIAs), specializing in evaluating, implementing, configuring, and running the Envestnet wealth management platform ecosystem. Through its January 2024 merger with Aptus Capital Advisors, the firm also delivers outsourced asset management including OCIO solutions and managed portfolios via the Customized Asset Management Platform (CAMP). Service offerings span technology consulting, billing administration, trading, performance reporting, account setup, and personalized consulting for breakaway advisors and growth-oriented independent firms.

Product overview

LibertyFi is a financial technology and operations consulting company that provides outsourced middle office services for RIAs (Registered Investment Advisors). The offering consists of multiple service modules: Evaluation & Turnkey Access (technology assessment and platform access), Ongoing Support (troubleshooting and training), Onboarding & Outsourced Implementation (setup and configuration), Personalized Consulting Services (operational support), and Outsourced Asset Management (via Aptus Capital Advisors partnership including OCIO and investment consulting). The company also offers CAMP (Customized Asset Management Platform), a unified platform combining all services that allows advisors to fully outsource their technology, operations, and investment management needs while maintaining independence. LibertyFi specializes in implementing and managing the Envestnet wealth management ecosystem for its clients.

Differentiator

Problem solved

Functional benefit

Brands

• CAMP (Customized Asset Management Platform): A comprehensive all-in-one platform designed for independent advisors, providing outsourced middle-office services, technology consulting, OCIO solutions, and customized portfolios in partnership with Aptus Capital Advisors.

Products and services

• Evaluation & Turnkey Access Technology evaluation and access service helping RIAs assess their practices and legacy systems, determine appropriate solutions, and gain access to the Envestnet platform with competitive leasing options.
• Onboarding & Outsourced Implementation Comprehensive setup services for RIAs including user access configuration, platform customization, client portal setup, account migration coordination, fee schedule setup, and advisor training.
• Ongoing Support Continuous technical support for advisors using the Envestnet platform, including troubleshooting, error resolution, platform customizations, and training on new features and enhancements.
• Personalized Consulting Services Custom advisory services including operational analysis, issue resolution, incoming call handling, and sales and practice management support tailored to each RIA's needs.
• Outsourced Asset Management (Powered by Aptus Capital Advisors) Outsourced investment management services delivered through LibertyFi's partnership with Aptus Capital Advisors, including Outsourced Chief Investment Officer (OCIO) solutions and bespoke investment management consulting.
• CAMP (Customized Asset Management Platform) A comprehensive all-in-one platform combining LibertyFi's outsourced middle office services with Aptus Capital Advisors' investment management capabilities, allowing independent advisors to fully outsource tech, investment management, and operations while maintaining independence.

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Aptus Capital AdvisorscoreStrategic or Co-development Partner · 1 January 2024LibertyFi and Aptus Capital Advisors merged in January 2024 to create a comprehensive solution for RIAs. The combined firm provides a turnkey solution allowing advisors to fully outsource tech, investment management, and operations. Aptus provides OCIO solutions, bespoke investment management consulting, managed portfolios, and Active ETFs.
• EnvestnetcoreTechnology or IntegrationEnvy is a key technology platform partner. LibertyFi helps RIAs implement and customize Envestnet's financial wellness ecosystem including trading, reporting, billing, account aggregation, and the unified advice platform.
• Wealth Advisor Growth Network (WAGN)coreChannel Partner/ Reseller/ DistributorWAGN is an ecosystem of best-in-class outsourcing providers for RIAs. LibertyFi is part of the WAGN ecosystem along with compliance, marketing, insurance, CFO, market research, and technology partners. The founders of WAGN (Jay Hummel and John Phoenix) have over 45 years of combined experience helping hundreds of firms.
• The RIA WorksminorImplementation/ SI/ Consulting PartnerProvides custodial services support, generating custodial paperwork for establishing accounts and transitioning clients.
• WealthShieldminorImplementation/ SI/ Consulting PartnerOCIO experts providing personalized investment strategies at scale for RIAs. WealthShield has been a LibertyFi partner for over five years.
• AdvisorAssistminorImplementation/ SI/ Consulting PartnerCompliance expertise partner that reviews business processes to ensure regulatory compliance and helps with SEC audits.
• AiK2minorOthersInsurance services partner providing cost-effective insurance solutions for advisory firms.
• Graham Media PartnersminorGTM or Marketing PartnerHands-on marketing agency with deep experience in the financial services industry providing marketing support for LibertyFi clients.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Envestnet (Tamarac): Envestnet is both LibertyFi's core technology partner and a competitor through its Tamarac subsidiary, which provides advisor technology, performance reporting, and practice management to RIAs. As a broad incumbent in the wealthtech space, Envestnet is the platform LibertyFi's entire service is built on.
• Mariner Wealth Advisors (Advisor Group): Mariner is a large RIA roll-up with substantial in-house technology and operations capabilities for its breakaway and partner RIAs. It represents the type of large, integrated competitor that could pressure LibertyFi's mid-market outsourcing proposition as it scales.

Direct peers

• Orion Advisor Technology: Orion provides an integrated advisor technology platform (CRM, portfolio accounting, reporting, billing) used by thousands of RIAs. It competes with LibertyFi for the same growth-oriented RIA segment by offering a self-service, single-vendor alternative to LibertyFi's outsourced services.
• AssetMark: AssetMark is a leading TAMP providing outsourced investment, technology, and practice management solutions to RIAs. Comparable to LibertyFi in serving advisors who want to outsource operations, though AssetMark operates at significantly greater scale and breadth.
• SEI Wealth Platform: SEI's wealth platform provides outsourced middle office, technology, and back-office services to RIAs and breakaway advisors, including custody integration and reporting. Direct comparable in the outsourced operations model targeting growth-oriented independent firms.
• Brinker Capital: Brinker Capital is a TAMP offering outsourced investment management and advisor technology services to RIAs. It competes with LibertyFi (and the combined Aptus entity) in the turnkey asset management plus platform support category for independent advisors.
• Black Diamond (SS&C Advent): Black Diamond is a portfolio management and performance reporting platform widely used by independent RIAs. It competes with LibertyFi's Envestnet-based reporting and outsourced implementation services for advisor firms seeking modern performance reporting and rebalancing.

Emerging players

• Advyzon: Advyzon provides an all-in-one wealth management technology platform (CRM, portfolio management, reporting, client portal, billing) targeting small to mid-sized RIAs. As an emerging player, it competes with LibertyFi's outsourced model by offering integrated in-house tooling.
• AdvisorEngine: AdvisorEngine provides a customizable wealth management platform for RIAs including CRM, portfolio management, reporting, and client portal. As an emerging fintech, it overlaps with LibertyFi's technology implementation and middle office support for breakaway and growth-stage advisors.
• Practifi: Practifi is a CRM and practice management platform purpose-built for wealth management firms. It is comparable to the workflow optimization and consulting elements of LibertyFi's offering, though it focuses on CRM rather than the Envestnet platform layer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/libertyfi-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 LibertyFi