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United Capital’s FinLife Partners Now as Big as RIA Firm

The growth was driven by the firm's new fee model as well as the move to open up the platform to work with any CRM an advisor may be using.

United Capital’s white-label technology platform, FinLife Partners, now has 38 firms with $22.5 billion in assets, up from just $8 billion on the platform in June 2018. The firm’s registered investment advisory has about $22 billion in assets across 85 firms nationwide, and CEO Joe Duran said he expects the white-label business to be twice the size of the RIA by year-end. 

The growth was driven in part by the firm’s launch last year of FinLife CX, with open architecture and upgraded tools. In particular, the firm opened it up to work with any legacy client relationship management service that an advisor may be using, removing a significant hurdle for those considering the suite.

The firm also changed the platform’s fee model, charging per client versus the basis points model previously used, Duran said in an interview with Many advisors liked the new fee structure.  

“We chose the FinLife Partners platform because it is an innovative, trailblazing platform that can help the individuals and families we serve live their best lives,” said Joe McLean, managing partner at Intersect Capital, an RIA managing nearly $900 million that recently joined the platform. “FinLife CX will empower clients to focus on what they can control, tracking their financial decisions instead of just tracking the financial markets.”

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