Orion Portfolio Solutions

Overview

Founded in 2001 and headquartered in Omaha, Nebraska, Orion Portfolio Solutions operates as a technology-driven wealth management platform and registered investment advisor. The firm was built to serve independent financial advisors, RIAs, broker-dealers, and banks with an integrated suite of software and outsourced investment services. Its leadership team is anchored by CEO Natalie Wolfsen alongside divisional presidents Ron Pruitt (Wealth Management) and Reed Colley (Advisor Technology). Orion layers its proprietary SaaS platform across a wide asset-class and service spectrum. Advisors use the core system for portfolio accounting, performance reporting, trading, and billing, then access modules spanning financial planning, custom indexing, and a client portal. On the investment-management side, the firm's OCIO offering — delivered through subsidiary TownSquare Capital — provides institutional strategy, manager selection, and portfolio construction for firms that choose to outsource. Custom indexing is executed through Orion Portfolio Solutions, LLC. The platform integrates directly with BlackRock, BNY Mellon Pershing, Fidelity Clearing and Custody, Charles Schwab, and Morningstar ByAllAccounts, among others. The firm operates from seven US office hubs — including Berwyn, Pennsylvania; Chandler, Arizona; and Jacksonville, Florida. In 2024 it issued Orion Denali AI, a unified intelligence layer designed to connect data and workflows across the ecosystem. Adjacent vehicles include the Redtail CRM product and a partnership with Brinker Capital Investments for additional managed-product distribution. The firm's scale in US advisor software is indicated by a 2024 T3 Inside Information survey citing its number-one market share for CRM, portfolio accounting, and all-in-one software programs. Orion's architecture stands apart because it links a deeply integrated advisor operating system to an own-brand asset-management engine. Rather than licensing portfolio tools to a separate TAMP, Orion converts platform users into OCIO and custom indexing clients inside the same vendor relationship — compressing the historical gap between practice management software and the investment product shelf.