tru Independence
tru Independence is a privately held RIA services platform that provides breakaway and established independent advisors with integrated technology, operations, compliance, investment, marketing, and finance support while preserving 100% advisor ownership. The firm serves 25+ advisory teams managing over $9 billion in assets.
- Company typePrivate
- Founded2014
- HeadquartersPortland, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What tru Independence does
tru Independence, LLC is a privately held, Portland, Oregon-based services platform founded in 2014 that partners with independent Registered Investment Advisors (RIAs), enabling them to launch and operate advisory firms while retaining 100% ownership of their client relationships. The company delivers an open-architecture technology stack integrating portfolio management systems (Orion, BlackDiamond, Tamarac, Addepar) as a hub with spokes including CRM, financial planning, investment research, account aggregation, a dynamic client portal, and Armorblox email security, alongside six core service modules: operations, compliance, investment (including an outsourced CIO offering), marketing, finance, and Business Transition Coaching for breakaway advisors from wirehouses such as Merrill Lynch, UBS, Wells Fargo, and JPMorgan. Tru generates revenue through customized, multi-year subscription and managed-services contracts with each advisor team; pricing is bespoke based on the advisor's business complexity, with no publicly disclosed tiers. The firm employs 29 people organized around a full outsourced C-suite (CEO, President/COO, COO, CFO, CTO, CCO, outsourced CIO, CGO) and supports 25+ advisory teams managing over $9 billion in client assets; in May 2024 tru combined operations with Sanctuary Wealth to broaden its multi-channel independent wealth platform.
tru Independence firmographics
Firmographics- Name
- tru Independence
- Legal name
- tru Independence, LLC
- Website
- https://tru-ind.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- tru Independence is a privately held RIA services platform that provides breakaway and established independent advisors with integrated technology, operations, compliance, investment, marketing, and finance support while preserving 100% advisor ownership. The firm serves 25+ advisory teams managing over $9 billion in assets.
- Ownership category
- akta.pro rank
tru Independence industry classification
Industry- Product category
- RIA Consulting and Wealth Management Services
- NAICS
- Portfolio Management and Investment Advice (523940), Computer Systems Design and Related Services (54151)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)
- akta.pro secondary industries
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
Keywords
Where tru Independence is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
tru Independence business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Platform Services for RIAs: tru Independence provides a comprehensive suite of business management solutions to independent registered investment advisors, including operations, compliance, investments, marketing, technology, and finance support. Advisors pay for access to the platform and services, allowing them to maintain 100% ownership of their business while utilizing tru's support infrastructure.
- Customized Advisory Services: Since no RIA is exactly the same, tru creates customized plans for each advisor based on their business, client base, and needs. Services are tailored and priced accordingly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized pricing based on advisor needs and business complexity |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
tru Independence product offering
Product offeringCore offering
tru Independence provides an open architecture services platform that enables independent financial advisors (RIAs) to launch, transition, and grow their own firms while maintaining 100% ownership. The platform delivers comprehensive business support including operations, compliance, investment, marketing, finance, and technology services, supported by dedicated in-house C-suite personnel (COO, CFO, CCO, CTO, CIO). Advisors access cutting-edge technology stack integrations (Orion, BlackDiamond, Tamarac, Addepar) and customizable services through an à la carte engagement model.
Product overview
tru Independence is an open architecture RIA partnership platform that provides financial advisors with a comprehensive suite of business services needed to operate independently while maintaining 100% ownership of their firm. The platform centers on an integrated technology ecosystem where portfolio management software (Orion, BlackDiamond, Tamarac, Addepar) serves as the hub, with CRM, financial planning, investment research, and client portal tools as integrated spokes. The core offering includes six integrated service modules: Operations Services (portfolio accounting, billing, reporting, custodian support), Compliance Services (regulatory process management), Investment Services (unconflicted investment solutions and outsourced CIO), Marketing Services (brand development and compliant communications), Finance Services (automated financial processes), and Technology Support (sourcing and implementing advisor technology). Additional offerings include Business Transition Coaching for launch support, the Armorblox email security add-on for cybersecurity, the Indie Advisor Podcast for community content, and Business Valuation tools for succession planning.
Differentiator
Problem solved
Functional benefit
Products and services
- Open Architecture RIA Platform An open architecture platform providing financial advisors with the dedicated back-office, compliance, marketing, and investment services needed to operate independently while maintaining 100% ownership of their firm.
- Operations Services Logistic and tactical efficiency solutions enabling advisors to spend more time on client-focused work, covering portfolio accounting system setup and maintenance, billing, reporting, and custodian support.
- Compliance Services Regulatory process management with a compliance team providing competent, organized, and timely guidance. Supports existing compliance teams with additional guidance and independent opinions.
- Investment Services Unconflicted investment solutions from core asset allocation to special situation assistance, including an outsourced Chief Investment Officer (CIO) offering for advisory firms.
- Marketing Services Brand development, value proposition articulation, and marketing resources for RIAs to communicate about their firm in a compliant manner.
- Finance Services Financial process automation reducing reliance on spreadsheets with greater visibility into real-time business performance.
- Business Transition Coaching Advisors are paired with a Business Transition Coach from day one to navigate every aspect of firm launch and transition to independence.
- Technology Support Cutting-edge advisor technology sourced, implemented, and ready for work. Covers core business applications through CRM to financial planning software.
- Armorblox Email Security Enterprise email security offering bringing Armorblox's cybersecurity protection to tru advisors, addressing email-based threats and secure communication.
- Business Valuation & Modeling
Quantifiable outcome
- $9B+ assets on platform
- +3 more outcomes
Companies that use tru Independence
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
tru Independence technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature4 records
tru Independence partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Sanctuary WealthcoreOn May 1, 2024, tru Independence officially joined forces with Sanctuary Wealth in a major milestone for both firms. The partnership aims to redefine what it means to be a full-service, multi-channel independent wealth management firm and empower advisors with freedom. The combination brings together tru's comprehensive RIA services with Sanctuary's platform.
- Opto InvestminorStrategic partnership announced November 2023 providing tru's growing advisor community exclusive access to investment opportunities spanning private equity, real estate and more.
- SchwabcoreLeading custodian partner for independent advisors. Schwab provides custody services enabling tru's advisor clients to custody their client assets.
- FidelitycoreLeading custodian partner for independent advisors. Fidelity provides custody services enabling tru's advisor clients to custody their client assets.
- Goldman SachsminorCustodian partner providing custody services for tru's advisor clients.
- Raymond JamesminorCustodian partner providing custody services for tru's advisor clients.
- PershingminorCustodian partner providing custody services for tru's advisor clients.
- Dynasty Financial PartnersminorMentioned as the originator of tru's business model in the RIA services platform space.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
tru Independence competitors and assessment
Company assessmentBroad incumbents
- Schwab Advisor Services: Custodian and advisor services arm of Charles Schwab that also offers practice management and technology resources. Comparable as a large-scale service ecosystem that competes for advisor relationships.
- HighTower Advisors: Large RIA partnership platform where tru President Amit Dogra previously oversaw 175 advisors and $35B AUM. Comparable as a scaled advisor services platform though operating at materially greater scale than tru.
- SEI Investments: Diversified investment and wealth services firm with RIA servicing capabilities referenced in tru employee backgrounds. Comparable as a broader financial services platform supporting independent advisors.
- Fidelity Institutional: Custodian and advisor services division of Fidelity Investments providing technology, practice management and consulting to RIAs. Comparable as a broad incumbent custodian-services competitor.
Direct peers
- FocusPoint Solutions: RIA back-office and operational support provider referenced in tru Independence employee backgrounds. Comparable as a B2B services platform helping independent RIAs scale operations and technology.
- Sanctuary Wealth: Multi-channel independent wealth management platform that officially merged with tru Independence in May 2024. Directly comparable as a turnkey RIA services and partnership platform serving breakaway and established advisors.
- Dynasty Financial Partners: Turnkey RIA platform and partnership firm explicitly cited by tru Independence as the originator of its business model. Offers outsourced investment, operations, compliance and technology services to independent advisors.
Emerging players
- Advyzon: RIA-focused technology platform offering CRM, portfolio management, reporting and custodial integrations in one stack. Comparable as a younger, tech-forward platform competing for the same small/mid-RIA segment.
- Riskalyze: Risk tolerance and proposal-generation platform widely adopted by independent RIAs. Comparable as a best-of-breed RIA technology provider that competes for advisor wallet share alongside tru.
- Orion Advisor Technology: Portfolio accounting and rebalancing platform integrated by tru Independence. Comparable as a core RIA tech vendor whose own expanding service offerings increasingly overlap with tru's bundled platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
tru Independence social profiles
Digital presencetru Independence financial estimates
Financial estimateRevenue estimate
Valuation estimate
tru Independence leadership team
Management profileNumber of profiles
Profiles11 records
tru Independence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
tru Independence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about tru Independence
What does tru Independence do?
tru Independence provides an open architecture services platform that enables independent financial advisors (RIAs) to launch, transition, and grow their own firms while maintaining 100% ownership. The platform delivers comprehensive business support including operations, compliance, investment, marketing, finance, and technology services, supported by dedicated in-house C-suite personnel (COO, CFO, CCO, CTO, CIO). Advisors access cutting-edge technology stack integrations (Orion, BlackDiamond, Tamarac, Addepar) and customizable services through an à la carte engagement model.
Is tru Independence a public or private company?
tru Independence is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was tru Independence founded?
tru Independence was founded in 2014. It employs 11 to 50 people.
Where is tru Independence based?
tru Independence is headquartered in Portland, United States, in the North America region.
How does tru Independence make money?
Two revenue lines are on record. Platform Services for RIAs are the primary driver. The others are customized Advisory Services.
Who are tru Independence's main competitors?
Broad incumbents on record are Schwab Advisor Services, HighTower Advisors, SEI Investments and Fidelity Institutional. Direct peers are FocusPoint Solutions, Sanctuary Wealth and Dynasty Financial Partners. Emerging players are Advyzon, Riskalyze and Orion Advisor Technology.
Does tru Independence have an API?
No public API is recorded for tru Independence.
What industry is tru Independence in?
tru Independence's product category is RIA Consulting and Wealth Management Services. Its primary akta.pro industry code is FSAAACAA, Comprehensive/Full-Service RIAs & Independent Wealth Managers, with a secondary code of FSAEABAA, Registered Investment Advisor (RIA) Wealth Management. Its NAICS code is 523940 and its SIC code is 8742.