tru Independence

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.

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

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

• RIA consulting services
• Wealth management platform
• Investment advisory support
• Compliance consulting
• Financial advisor services

Headquarters

HQ city

Portland

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. 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.
2. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Sanctuary WealthcoreStrategic or Co-development Partner · 1 May 2024On 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 or Co-development Partner · 15 November 2023Strategic partnership announced November 2023 providing tru's growing advisor community exclusive access to investment opportunities spanning private equity, real estate and more.
• SchwabcoreOthersLeading custodian partner for independent advisors. Schwab provides custody services enabling tru's advisor clients to custody their client assets.
• FidelitycoreOthersLeading custodian partner for independent advisors. Fidelity provides custody services enabling tru's advisor clients to custody their client assets.
• Goldman SachsminorOthersCustodian partner providing custody services for tru's advisor clients.
• Raymond JamesminorOthersCustodian partner providing custody services for tru's advisor clients.
• PershingminorOthersCustodian partner providing custody services for tru's advisor clients.
• Dynasty Financial PartnersminorStrategic or Co-development PartnerMentioned as the originator of tru's business model in the RIA services platform space.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad 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

• Xx.com/truindependence
• Facebookfacebook.com/Tru-Independence-LLC-197963570896254
• LinkedInlinkedin.com/company/tru-independence

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 tru Independence