Less than a week away from its Finovate debut in San Jose, wealth-advisory technology innovator, Trizic has closed a $3 million seed funding round with Operative Capital.

Operative Capital initially invested $1 million in Trizic, and this week increased its investment by another $2 million. The funding will help the company roll out Trizic Accelerator, its digital wealth-advisory platform for broker-dealers and asset managers, as well as FIs and wealth-management firms.

Speaking for Operative Capital, founding partner Drew Sievers highlighted Trizic’s potential for disruption in the wealth-advisory digital space and the fact that, as a technology company, Trizic does not compete with its customers. Sievers is the former CEO and founder of mFoundry, (a Finovate alum).

“Well-known, direct-to-investor sites offering their solution to financial firms, asset managers, and RIAs have a direct conflict: Trizic isn’t a competitive threat to the wealth-management providers that are implementing Trizic Accelerator,” says Sievers.

Available as a white-label offering, Trizic Accelerator helps wealth-management professionals onboard and manage both new and existing clients, and automates up to 80% of back-office functions. Wealth managers can create model portfolios and execute trades. The platform’s algorithms ensure that processes are “tax-aware” and meet regulatory and fiduciary requirements. Clients can have different degrees of access to the platform on the front end based on their own technological and financial sophistication.

Founded in 2012, Trizic is headquartered in San Francisco, California. Brad Matthews is founder and CEO. See the company’s technology live on stage at FinovateSpring 2015 in San Jose.