Advisor Solutions by Purpose

What Advisor Solutions by Purpose does

Advisor Solutions by Purpose (DBA of Purpose Unlimited) is a Toronto-based wealth management platform provider serving independent financial advisors in Canada. Founded in 2017 and operating with 51-100 employees, the company offers a modern wealth management platform combined with personalized coaching, operational support, and infrastructure to help advisors launch and grow independent portfolio management firms. The platform enables digital account opening, practice management tools, and operational workflows, with the company claiming its technology is distinctive within the Canadian market.

The company operates three service pathways for advisors seeking independence: operating one's own portfolio management firm on Purpose's platform, joining the Foundation Wealth partnership model for collaborative practice with infrastructure support, or partnering with Harness Investments to access expanded investment management solutions. Revenue is generated through subscription-based partnership fees on an annual billing cadence, with pricing structured as quote-based arrangements tailored to individual advisor needs rather than publicly disclosed tiers. Customer segments are horizontally focused on independent financial advisors across Canada, with a single-country geographic scope.

Go-to-market relies on enterprise field sales with direct advisor engagement, supported by content marketing through an advisor resources blog and customer testimonials from mid-market wealth and portfolio management firms including OceanFront Wealth and Verecan Capital Management. The company maintains no public funding history, suggesting either founder-funded operations or internal profitability, and has not disclosed revenue, ARR, or ownership structure details. No AI/ML capabilities, patents, awards, or regulatory actions are documented in available source material.

Name

Advisor Solutions by Purpose

Legal name

Purpose Unlimited

Website

https://purposeadvisors.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Advisor Solutions by Purpose is a Toronto-based wealth management platform provider serving independent financial advisors in Canada with technology, coaching, and operational support to launch and grow independent portfolio management firms via subscription-based partnerships.

Ownership category

akta.pro rank

Product category

Wealth Management Platform Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282), Services-Prepackaged Software (7372)

akta.pro primary industry

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

akta.pro secondary industries

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB), Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Wealth management platform
• Independent advisor services
• Portfolio management technology
• Practice management solutions
• Financial advisor transition support

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advisory Services and Platform Access: Revenue generated through partnership fees and platform access for financial advisors establishing independent portfolio management firms. The company provides holistic support including coaching, technology, and operational infrastructure.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Advisor Solutions by Purpose provides financial advisors seeking independence with a holistic wealth management platform, including operating infrastructure, a digital account platform, personalized coaching from industry experts, and operational support to launch and grow independent portfolio management firms. The offering combines technology, expert advice, and partnership engagement into a subscription-based model billed annually.

Product overview

Advisor Solutions by Purpose is a unified wealth management platform offering designed for financial advisors seeking independence. The core offering consists of the Advisor Solutions platform itself—a holistic service combining modern wealth management technology with personalized coaching and operational support—alongside the Purpose Wealth Management Platform as the underlying technology infrastructure. Together, these products provide advisors with the tools, infrastructure, and expert guidance needed to launch their own portfolio management firm or join established partnership models.

Differentiator

Problem solved

Functional benefit

Products and services

• Advisor Solutions by Purpose A holistic wealth management platform and advisory service that helps financial advisors establish and grow independent practices. It combines an intuitive technology platform with personalized coaching, operational support, and infrastructure to enable advisors to operate their own portfolio management firm or collaborate within partnership models.
• Purpose Wealth Management Platform A modern technology platform providing operating infrastructure for portfolio management firms, including digital account management, practice tools, and operational support to help advisors serve their clients.

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• OceanFront WealthcoreStrategic or Co-development PartnerCustomer partner using Purpose's technology and advisory services. Shane McMahon, Senior Wealth Partner, has publicly endorsed the partnership citing helpfulness in shaping business vision and responsiveness to business needs.
• Verecan Capital ManagementcoreStrategic or Co-development PartnerCustomer partner led by Colin White, President & CEO. Has endorsed Purpose's technology as one-of-a-kind in Canada, with exceptional support during transition including dedicated assistance and on-the-ground support.
• Foundation WealthminorChannel Partner/ Reseller/ DistributorReferenced as the partnership model option for advisors seeking collaborative practice with operational and infrastructure support from a registered entity. Purpose directs advisors to Foundation Wealth website.
• Harness InvestmentsminorStrategic or Co-development PartnerReferenced as the partner option for advisors looking to expand investment management solutions. Purpose directs advisors to Harness for simplified practice and expanded service offerings.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• AssetMark: US-focused TAMP providing platform technology, practice management, and investment solutions to independent advisors. Closely comparable business model to Purpose, just at much larger scale and primarily US geography.
• Wealthsimple: Canada's largest direct-to-consumer and advisor-facing wealth platform. Competes with Purpose for Canadian advisors seeking modern technology and lower-cost infrastructure, though Wealthsimple skews more toward consumer/digital and offers an advisor channel as one of several lines.
• Credential Financial: Canadian wealth platform supporting independent advisors and credit unions. Competes directly with Purpose for independent Canadian advisors seeking practice infrastructure and technology.
• Addepar: Wealth management technology platform serving advisors, family offices, and wealth managers with portfolio analytics and reporting. Comparable to Purpose in the technology-platform-for-advisors category, with a different primary buyer (HNW/family office focus).
• Orion Advisor Solutions: Advisor technology platform offering portfolio management, CRM, and practice management to independent RIAs. Comparable in product breadth to Purpose, with deeper enterprise integrations and a US-centric footprint.
• National Bank Independent Network (NBIN): Canadian dealer-for-advisors platform operated by National Bank. Provides the operational, compliance, and technology backbone Purpose competes against for advisors transitioning to independence in Canada.

Broad incumbents

• Schwab Advisor Services: Incumbent custodian and TAMP for independent RIAs in the US. Provides technology, custody, and operational infrastructure that competes with Purpose for advisors building independent practices, albeit at a far larger scale.
• IG Wealth Management: Major Canadian wealth management firm with advisor practices and platform services. Competes with Purpose for Canadian advisor mindshare, though as a full-service dealer rather than a focused independence platform.
• Envestnet: Large incumbent advisor technology and portfolio management platform. Overlaps with Purpose across advisor tech, portfolio management tools, and practice solutions, but serves a much broader advisor base across the US and globally.
• Fidelity Wealth Services: Large incumbent offering custody, technology, and practice management to independent advisors via Fidelity Institutional. Provides many of the same back-office capabilities as Purpose but as one offering within a much larger enterprise.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/advisor-solutions-by-purpose
• Xx.com/purposeadvisors

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 Advisor Solutions by Purpose