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AdvisorEngine
Rich founded AdvisorEngine, a wealth management platform integrating CRM, portfolio management, and digital onboarding for RIAs.
AdvisorEngine
Rich founded AdvisorEngine after serving as a Managing Director at Bank of America Merrill Lynch, where he led the RIA custody business and built financial planning and reporting tools. The company is headquartered in New York, United States, and serves registered investment advisors (RIAs) with a unified technology platform. AdvisorEngine's platform spans CRM, digital onboarding, portfolio management tools, data consolidation, goals-based planning, rebalancing, performance reporting, fee billing, and a client portal. The firm also offers AdvisorEngine Portfolio Solutions (AEPS), an SEC-registered investment adviser that provides investment management services. Target clients include executives, operations teams, technology officers, compliance officers, growth teams, and financial advisors. The firm states it serves financial advisors across the United States. The leadership team includes Craig (formerly of WisdomTree, Bank of America Merrill Lynch, and Accenture), Carly (formerly of TD Ameritrade and Bank of America Merrill Lynch), Raj (formerly a Managing Director at Pershing's BNY Mellon), Beth (formerly of AXA Financial, Brown Brothers Harriman, and Guggenheim Investments), and Kathy. AdvisorEngine publishes Action! Magazine and hosts events and webinars. No recent operational event from the last 24 months is publicly documented. AdvisorEngine is structurally a software company, not a family office or asset manager. Its revenue model is based on platform subscriptions and, through AEPS, investment management fees. This architecture aligns its incentives with scaling adoption among RIAs, not with deploying capital.
General information
Firm type
other
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Principals
Rich
Founder
Craig
Business builder with background in corporate strategy
Carly
Leadership in financial services training, product development, and client success
Raj
Managing Director (formerly at Pershing's BNY Mellon)
Beth
Compliance officer
Kathy
Helps advisors deepen client relationships
Sector focus
Frequently asked questions
Who runs investment decisions at AdvisorEngine?
AdvisorEngine itself does not manage capital. Investment management services are offered through its SEC-registered subsidiary, AdvisorEngine Portfolio Solutions Inc. (AEPS). The leadership team includes Rich (founder), Craig, Carly, Raj, Beth, and Kathy, whose backgrounds span financial services, technology, and compliance (per the firm's website).
Is AdvisorEngine structured as a family office or as a technology firm?
AdvisorEngine is a wealth management technology provider, not a family office. It sells software to RIAs and, through AEPS, provides investment management as a registered investment adviser. Its primary business is platform subscriptions, not capital deployment.
Does AdvisorEngine participate in fund commitments or direct deals?
No. AdvisorEngine does not make fund commitments or direct investments. Its investment management arm, AEPS, provides portfolio management and rebalancing services to advisory firms, but the firm's core business is technology.
What investment stages does AdvisorEngine target?
AdvisorEngine does not target investment stages. The firm's investment management services are designed to support RIAs in managing client portfolios, but the firm itself does not invest in companies or funds.
Which sectors does AdvisorEngine explicitly avoid?
AdvisorEngine does not publicly disclose any sector restrictions. Its platform is asset-class agnostic and serves RIAs across all investment categories.
How is AdvisorEngine related to other financial firms?
AdvisorEngine is an independent private company. Its founder, Rich, previously led the RIA custody business at Bank of America Merrill Lynch. Several senior team members also came from Bank of America, Pershing, TD Ameritrade, and WisdomTree.
Does AdvisorEngine maintain philanthropic structures?
AdvisorEngine does not publicly disclose a philanthropic foundation or charitable trust.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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