What AppCrown does

AppCrown, Inc. is a privately held, Delaware-incorporated wealth management technology company operating since 2006 that builds data integration infrastructure for independent RIAs, broker-dealers, family offices, and RIA consolidators. Its core product, AdvisorForce, is an encrypted integration pipeline that connects custodians (Schwab, Fidelity, Pershing, Goldman Sachs), portfolio management systems (Orion, Tamarac, Black Diamond, Addepar), and financial planning tools (eMoney, MoneyGuidePro, RightCapital) into Salesforce Financial Services Cloud as the primary data warehouse, with sub-2-second latency and 99.97% uptime backed by Salesforce Shield encryption and SOC 2 Type II certification across all five trust service criteria. The platform processes $400B in assets under administration across 14.2M+ accounts and 150+ advisory firms through 47+ native integrations, providing component-level AUM rollforward, automated reconciliation, compliance reporting (ADV, Form PF, GIPS), and digitally audited scorecards.

Revenue is generated through a tiered per-account subscription model ($7/account/quarter with a $3,000/month minimum for Standard tier, scaling to Institutional and a $150/advisor/month Platform tier for firms exceeding $50B AUM), supplemented by a $40,000/year proof-of-concept entry point, a $125,000 flat-fee Data Strategy Advisory engagement, and a standalone Household Data Management add-on. The company is bootstrapped and founder-owned, with no disclosed external funding, acquisitions, or mergers, and operates exclusively through direct enterprise sales targeting RIA CEOs, COOs, CTOs, and technology decision-makers. The product surface has expanded to include the Advisor Scorecard, AdvisorForce Enterprise for M&A consolidators, Plan B for RIAs, and AI-powered practice-to-planning insights, positioning the company as a vertical alternative to horizontal enterprise integration platforms such as MuleSoft and Informatica.

Name

AppCrown

Legal name

AppCrown, Inc.

Website

https://appcrown.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

AppCrown builds Salesforce FSC-native data integration infrastructure for independent RIAs and broker-dealers, connecting custodians, portfolio systems, and planning tools into a unified wealth management data layer serving 150+ firms across $400B AUA.

Ownership category

akta.pro rank

Product category

Wealth Management Data Integration Software

NAICS

Portfolio Management and Investment Advice (523940), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Investment Advice (6282), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

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

Keywords

• Wealth management data integration
• Custodian data aggregation
• RIA Salesforce platform
• Portfolio data normalization
• Financial services compliance reporting

Headquarters

HQ city

Oakland Gardens

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Account-Based Software Subscription: Core revenue stream based on the number of financial accounts under management. Pricing tiers: Standard ($7/account/quarter, up to 4,000 accounts, $3,000/month minimum), Intermediate ($7/account/semi-annual, 4,000-25,000 accounts, $30,000/year flat maintenance fee), Institutional ($7/account/year, 25,000+ accounts, negotiated maintenance fee), and Platform ($150/advisor/month for firms with $50B+ AUM, replacing account-based billing). Setup fees are scoped per firm based on custodians, system complexity, and Salesforce configuration.
2. Household Data Management Add-On: Standalone add-on for aggregating and integrating household-level data independent of custodian data flows. Tiers: Starter ($3,000/month, 1,000-2,000 households), Growth ($4,500/month, 2,000-5,000 households), Enterprise (TBD, 5,000+ households). Does not include financial account data or custodian integrations.
3. Data Strategy Advisory: One-time flat-fee engagement at $125,000 covering full technology stack audit, vendor negotiation with integration partners, infrastructure setup, scorecard deployment, and 12 months of integration monitoring and support. Advisory clients typically recover the fee through vendor cost reductions within 12-18 months.
4. Proof of Concept (POC): $40,000/year POC providing a live, digitally audited wealth management scorecard delivered in 12 weeks. This is the outcomes-first entry point before long-term contract commitment. Runs in parallel with clients' existing data infrastructure projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

AppCrown builds and sells AdvisorForce, a wealth management data integration platform that connects custodians (Schwab, Fidelity, Pershing, Goldman Sachs), portfolio management systems (Orion, Tamarac, Addepar, Black Diamond), and financial planning tools (eMoney, MoneyGuidePro, RightCapital) into Salesforce Financial Services Cloud with sub-2-second latency. The platform delivers real-time data normalization, automated reconciliation, a unified client scorecard, compliance reporting (ADV, Form PF, GIPS), portfolio analytics, and an AUM rollforward engine, sold primarily to independent RIAs, broker-dealers, and family offices via subscription per-account pricing and a $40,000/year POC.

Product overview

AppCrown is a unified wealth management data integration platform built natively on Salesforce Financial Services Cloud. The core product is AdvisorForce, which provides data aggregation, workflow automation, portfolio analytics, and compliance reporting through 47+ pre-built RIA-native integrations with custodians (Schwab, Fidelity, Pershing, Goldman Sachs), portfolio systems (Orion, Tamarac, Black Diamond, Addepar), and financial planning tools (eMoney, MoneyGuidePro, RightCapital). Additional modules include Plan B for RIAs (parallel data lake hedge), the Advisor Scorecard (digital AUM rollforward tracking), AdvisorForce Enterprise (M&A consolidation for RIA platforms), Investment Data Analytics (firm-wide holdings intelligence), Data Strategy Advisory (vendor negotiation and infrastructure consulting), and Household Data Management (household-level data aggregation add-on). All data flows through an encrypted pipeline into Salesforce with sub-2-second latency and zero standing data access retention.

Differentiator

Problem solved

Functional benefit

Brands

• AdvisorForce: Wealth management data integration and Salesforce Financial Services Cloud platform for financial advisors and investment managers. Includes data aggregation, workflow automation, compliance reporting, and portfolio analytics capabilities.
• Plan B for RIAs
• Advisor Scorecard
• Data Strategy Advisory

Products and services

• AdvisorForce Primary wealth management data integration platform that unifies custodian, portfolio management, and financial planning data into Salesforce Financial Services Cloud with sub-2-second latency. Includes data aggregation, workflow automation, portfolio analytics, and compliance reporting for independent RIAs and broker-dealers.
• Plan B for RIAs A 12-week parallel proof-of-concept that delivers a live, digitally audited wealth management scorecard for RIA CEOs and CTOs who have committed to enterprise data lake projects. Runs alongside existing Snowflake or data lake initiatives at $40,000/year, providing a hedge and immediate working infrastructure.
• Advisor Scorecard Digital AUM rollforward tracking system that delivers fully audited, component-level AUM accounting across every custodian, advisor, and account. Tracks net new assets, market appreciation, fee withdrawals, and internal transfers with zero self-reported data, supporting M&A due diligence and PE investment contexts.
• AdvisorForce Enterprise Enterprise solution for RIA consolidators managing multiple acquired firms. Includes pre-M&A due diligence data intelligence, post-close turnkey data consolidation, Salesforce org merging, custodian and portfolio system consolidation, and cross-firm advisor benchmarking via the Digital Advisor Scorecard.
• Investment Data Analytics Firm-wide holdings intelligence module that consolidates client holdings across all custodians for real-time allocation decisions, asset class/sector/geography breakdowns, alternatives eligibility screening (accredited investor, qualified purchaser), and concentration risk detection.
• Data Strategy Advisory Fixed-fee technology fiduciary service ($125,000 one-time) providing full technology stack audit, vendor contract negotiation with preferred pricing across 150+ firm network, infrastructure setup, scorecard deployment, and 12 months of integration monitoring and support.
• Household Data Management Standalone add-on for aggregating and integrating household-level data including CRM records, contact relationships, household groupings, and operational data. Available in Starter ($3,000/month for 1,000-2,000 households), Growth ($4,500/month for 2,000-5,000 households), and Enterprise custom tiers. Sold independently of account-based billing.

Quantifiable outcome

• 73% average operations time saved
• +7 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability4 records

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core.

• Schwab (Charles Schwab Corporation)coreTechnology or IntegrationNative integration partnership for real-time account data, positions, transactions, and fee billing. Schwab Custodian data flows directly into Salesforce FSC via AppCrown's encrypted pipeline with sub-2-second latency.
• Fidelity InstitutionalcoreTechnology or IntegrationNative integration via WealthCentral API for daily reconciliation, cost basis, positions, and transactions. Fidelity account data normalized and synced to Salesforce FSC.
• Pershing / BNY MelloncoreTechnology or IntegrationNative integration via NetX360 for multi-currency, margin accounts, positions, transactions, and account details. Pershing custody data unified in Salesforce FSC.
• Goldman Sachs Advisor ServicescoreTechnology or IntegrationNative integration for custody, order management, and account transfers. Goldman Sachs account data normalized into Salesforce FSC.
• Orion Advisor TechcoreTechnology or IntegrationNative integration for portfolio accounting, performance calculation, and fee billing data flowing into Salesforce. Rebalancing status and trading integration included.
• Tamarac / EnvestnetcoreTechnology or IntegrationNative integration for rebalancing sync, trading integration, and household billing data. Tamarac portfolio data unified in Salesforce FSC.
• AddeparcoreTechnology or IntegrationNative integration for multi-asset class portfolio data, custom benchmarks, and attribution analysis flowing into Salesforce.
• Black Diamond / SS&C TechnologiescoreTechnology or IntegrationNative integration for performance reporting, client portal sync, and billing data. Black Diamond portfolio data unified in Salesforce FSC.
• Salesforce Financial Services CloudcoreTechnology or IntegrationSalesforce FSC is the primary data warehouse for AppCrown. All custodian, portfolio, and planning data is normalized and stored in Salesforce FSC. AppCrown leverages Salesforce Shield for encryption, event monitoring, and field audit trail. Pre-built and custom object mapping to Financial Services Cloud included.
• eMoney AdvisorcoreTechnology or IntegrationNative integration for financial plan status, goal tracking, and cash flow data linked to client records in Salesforce FSC.
• MoneyGuideProcoreTechnology or IntegrationNative integration for planning milestones, retirement projections, and recommendations flowing into Salesforce FSC.
• RightCapitalcoreTechnology or IntegrationNative integration for plan sync, scenario data, and client portal activity linked to Salesforce FSC.

Scale indicators12 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• MuleSoft: Salesforce-owned enterprise integration platform and AppCrown's most direct comparison point. Competes in the same RIA data integration space but takes a horizontal, custom-build approach with SI fees, whereas AppCrown provides pre-built RIA-native pipelines.
• Informatica: Enterprise data integration platform with consumption-based pricing. AppCrown explicitly positions against Informatica for wealth management use cases, citing complexity and cost as vulnerabilities AppCrown's transparent pricing addresses.
• SS&C Technologies: Large financial technology incumbent that owns Black Diamond and provides portfolio accounting, reporting, and data integration for wealth managers. Represents broad enterprise competition with substantial resources.
• Envestnet Tamarac: Portfolio management and rebalancing platform owned by Envestnet. Competes adjacent to AppCrown in the wealth management operations stack, with broader enterprise capabilities but less RIA-specific data normalization.
• ByAllAccounts (Morningstar): Data aggregation service from Morningstar serving wealth management firms. Direct competitor in the data aggregation layer for custodians and financial accounts, though Morningstar has broader but less RIA-specific depth.

Emerging players

• Orion Advisor Tech: Portfolio accounting and rebalancing platform that AppCrown integrates with. Operates in the wealth management tech stack but focuses on portfolio management rather than data infrastructure.
• Addepar: Wealth management portfolio analytics platform that AppCrown natively integrates with. While not a direct competitor (Addepar is upstream), it represents a wealth data aggregation category that overlaps with AppCrown's analytics layer.
• Black Diamond (SS&C): Portfolio reporting platform owned by SS&C that AppCrown integrates with. Related in wealth management data infrastructure but focused on reporting rather than multi-source normalization.

Others

• Salesforce Financial Services Cloud: Platform on which AppCrown is built and the primary data warehouse. While AppCrown's dependency on Salesforce FSC is a structural relationship, Salesforce also owns MuleSoft, making this a complex partnership-and-competition dynamic.

Direct peers

• Planko / Invent.us: RIA-focused data integration and analytics platform named explicitly by AppCrown as a competitor. Targets the same independent RIA market with similar digital audit and scorecard capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/appcrown

Compliance3 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 AppCrown