How LibertyFi found success in an unlikely city and empowers advisors across the U.S.
With a great team behind her, Alli Jordan, CEO and Co-Founder of LibertyFi knew she could execute her vision to help advisors grow faster and more effectively. Advisors who work with LibertyFi to outsource their middle office and leverage technology can focus on expanding their services, increasing their enterprise value, and scaling their businesses.
Part of that vision was building trust with their clients. “Think about how important an advisor is to the end clients that they serve. Those clients trust them with their retirement, goals, with really hard situations that come up in their lives. At the end of the day, we’re trying to make it easier on the advisor to better serve that client,” Alli explained.
Making the tech simple
A major founding principle was making sure they were advising clients on choosing the right technology to help manage and grow their businesses. And sometimes, all those options can be distracting. As Alli puts it, “There are a lot of shiny objects being dangled in advisors’ faces on a daily basis.” LibertyFi knew they needed to find the right platform to guide advisors toward so they could have “an integrated operating system” to run their core business. And that platform was Envestnet.
John Brooks, a Senior Consultant with LibertyFi, explains how the Envestnet platform can help advisors streamline tedious tasks, allowing them to work on more relationship building. “The tools that Envestnet provides allow advisors to stay out of the weeds so they can spend time prospecting and growing their practices. At the end of the day, that's what they're good at: prospecting and bringing in assets.”
Beyond advisor productivity, the platform allows advisors to get everything done in one system. “We've partnered with Envestnet to run our core businesses because it is an integrated operating system. All of your cash movement, your billing, your trading, the reconciliation, the client experience—everything is in one place,” Alli explained. “And that's what advisors are yearning for. They want to come to their desk, pull up their computer, and have one place to see everything for their clients.”
In today’s complicated technology landscape, the importance of integrations for any firm’s wealth management tech stack cannot be understated. LibertyFi understands the importance of open architecture when it comes to a firm’s need for flexibility. As Alli explains it: “If you think about the industry and what Envestnet can do, it's huge. All of the big players are building out their own infrastructure, and being able to plug in where necessary is the future for this technology. Envestnet has done a great job, and advisors can plug into the different components that fit their business needs."
Caroline works with clients daily and recognizes that recent updates to the Envestnet platform have been popular with their users. “A lot of the updates that Envestnet has done over the last year, including the new interface and the new proposal tool, are intuitive and very easy to navigate.”
Watch our customer story to learn more.