Advisor Software Launches Myers-Briggs-Like Investment Risk Assessment Tool

Advisor Software Launches Myers-Briggs-Like Investment Risk Assessment Tool

Wealth management technology company Advisor Software launched a behavioral finance profiling solution, Behavioral IQ. The new tool helps advisors uncover their clients’ behavioral characteristics that influence their risk and financial decision-making.

Dr. Andrew Rudd, Chairman and CEO of Advisor Software, described current risk assessment tools for wealth management as “broken,” pointing out that their “flawed results” may lead to “disastrous outcomes.” Rudd added, “Behavioral IQ’s measure of deep behavioral factors influencing risk and decision making enables financial advisors to truly understand clients’ personalities and risk tolerance to make smarter, more informed financial decisions.”

The Behavioral IQ assessment takes a Myers-Briggs approach to determine a client’s decision-making process and risk preference. The six modules of risk analysis assess financial decision-making preferences, risk tolerance, financial knowledge, comfort levels in gain and loss scenarios, confidence, and financial loss tolerance. Combined, they produce a multi-dimensional evaluation that offers advisors the information they need to make better-aligned investment selections for their clients.

Advisor Software was recently named to our list of Top Business-to-Business Wealth Players. The company showcased its Wealth Management apps for Salesforce Financial Services Cloud at FinovateSpring 2016. In 2015, Advisor Software presented the suite of more than 100 APIs that comprise its developer solution at FinDEVr. The company was founded in 1995.

Finovate Alumni News


  • Daon Adds EyePrint ID to IdentityX Platform Courtesy of New Partnership with EyeVerify.
  • Advisor Software Launches Myers-Briggs-Like Investment Risk Assessment Tool.

Around the web

  • American Banker covers Lending Club’s first securitization
  • InComm honored with two Best in Category awards at the 2017 Pay Awards.
  • Bankless Times features Arroweye’s targeted marketing campaigns.
  • Actiance announces Compliance Integration for Cisco Spark.
  • Currencycloud and Hyundai Card partner to launch Korea’s first mobile remittance service provided by a credit company.
  • Bazaarvoice adds 170 new jobs.
  • nCino expands Credit Analysis Capabilities to Give Financial Institutions’ Underwriting a Boost.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Top Business-to-Business Wealth Tech Players

Top Business-to-Business Wealth Tech Players


If you’ve been following our series on wealth tech, you’ve seen our analysis of the industry as a whole, a review of the top trends, and an examination of B2C wealth tech players.

Our wealth tech coverage continues this week with a review of business-to-business (B2B) players in the wealth tech space. These are companies that cater directly to banks, advisors, or brokerages, instead of offering products or services directly to consumers. B2B wealth tech is a large category, so I’ve sub-divided it into four digestible groups and listed my top picks for each category. Since category sizes vary, the number of selections also varies.

Alternative investment services
These are platforms that help advisors connect clients with unconventional investment types, such as private equity, hedge funds, futures, real estate, etc.

Screen Shot 2017-01-19 at 11.44.57 AMEquityZen’s EZ Institutional lets advisors give clients access to a diverse asset class

Technology for advisors and brokerages
These are tools available via API, SDK, or web interface to help advisors compete with robo advisors by allowing them to invest with less bias, increase client communication, scale operations, find new clients, and more.

Screen Shot 2017-01-19 at 11.40.41 AMTrizic offers advisors their own digital tools to compete with robo advisors

Non-U.S. B2B investment and advisor technology
Similar to the above category, these companies offer tools for advisors outside of the U.S.

Screen Shot 2017-01-19 at 11.30.52 AMmeetInvest helps advisors invest like world-renowned market experts

News and Information Companies
These are online platforms, APIs, or SaaS offerings that provide advisors market information, show them trending news, or connect businesses with market data to power their own products.

Screen-Shot-2016-10-31-at-3.22.22-PMForwardLane’s dashboard acts like a private research analyst for advisors advisors, helping them stay current on new trends and funds

FinovateSpring Sneak Peek: Advisor Software

FinovateSpring Sneak Peek: Advisor Software


FS2016-wdateA look at the companies demoing live to 1,500+ fintech professionals on May 10 & 11. Register today.

Advisor Software (ASI) is a cloud provider of wealth-management apps and APIs, and is a strategic partner of Salesforce. The company has multiple patents in the area of goal-based investing.


  • Streamlined acquisition process to easily acquire, onboard, and advise clients
  • Operational efficiency to automate portfolio management and account maintenance
  • Modern UI to digitize your customer experience

Why it’s great
ASI’s apps for Salesforce Financial Services Cloud put CRM at the center of adviser practice-management, enabling financial advisers to be truly efficient and customer-centric through scalable onboarding and investing.


Kevin Kraus, VP, Product
Kraus is responsible for product management at Advisor Software. Previously he spent 20+ years at Charles Schwab in various client and product management roles.

AdvisorSoftwarePresenter2Tom Flint, VP, Sales
Flint is responsible for sales at Advisor Software. He has 20+ years of fintech sales experience at firms that include Addepar, Box, Advent, Schwab, and Salesforce.

Check out all of today’s sneak peeks:

Advisor Software Launches Robo-advisor Platform, ASI Digital Advisor

Advisor Software Launches Robo-advisor Platform, ASI Digital Advisor


Advisor Software this week introduced its white-label, robo-advisor platform, ASI Digital Advisor. The technology, announced at the TD Ameritrade National LINC conference in Florida, makes it easier for wealth managers and financial advisors to begin providing their clients with automated digital investment advice.

“By building our application in a modular fashion using APIs,” said company VP of Product Management Kevin Kraus, “we were able to develop a digital advice solution that is the most flexible and scalable on the market today.”


Pictured: Advisor Software VP of Product Management Kevin Kraus and VP of Engineering Archana Rao demonstrating their Wealth Management Cloud at FinDEVr San Francisco 2015.

ASI Digital Advisor gives wealth managers the ability to generate model portfolios, build risk- and goal-based portfolios, and automate processes such as client onboarding and rebalancing, all with a responsive design to a state-of-the-art user experience.

Chairman and CEO of Advisor Software Andrew Rudd said that the new technology was a standard-setter in terms of “usability, scalability, and flexibility in the digital advice space.”

“Competitive platforms often ask advisors to make too many compromises,” Rudd said. “With our solution, advisors can easily modernize the user experience for their clients without having to alter the way they do business.”

Advisor Software’s new solution arrives just a few weeks after the company announced major hires for the position of Chief Technology Officer and Vice President of Sales. David Cooper, a former senior executive at Fiserv and Greendot, will take the helm as CTO, and Tom Flint, co-founder of Tiburon Wealth Management, will become Advisor Software’s next VP of Sales.

Founded in June 1995 and headquartered in Walnut Creek, California, Advisor Software demonstrated its Wealth Management Cloud platform at FinovateFall 2015. In its FinDEVr debut a month later, Advisor Software showed how the more than 100 APIs on its platform help developers build and deploy a wide variety of wealth management apps.

FinDEVr Live: Advisor Software’s Wealth Management Cloud Platform Offers 100+ APIs

FinDEVr Live: Advisor Software’s Wealth Management Cloud Platform Offers 100+ APIs

AdvisorSoftwareHomepage | | @AdvisorSoftware

AdvisorSoftwareLogoAdvisor Software is the leading cloud platform for the investment advice industry. Our Wealth Management CloudTM platform offers an end-to-end suite of APIs and apps supporting every aspect of the wealth-management process, from client acquisition and financial planning to investment planning and portfolio construction, and extending to digital advice and portfolio rebalancing.

Advisor Software Wealth Management Cloud
Advisor Software is providing an overview of its Wealth Management Cloud platform, including the 100+ APIs that comprise its comprehensive solution for the fintech developer community. The company is demonstrating how its application components enable rapid prototyping and development of new wealth-management apps. Key topics will include the platform and its components, cloud deployment, APIs, and a demo of the key platform features.

Key takeaways:

  • Advisor Software’s journey into the world of APIs and cloud
  • How to build a new Robo Advisor quickly using plug-and-play application components
  • Other wealth-management application-development activity using our APIs and upcoming



Archana Rao, VP Engineering
LinkedIn |
Archana Rao drives the engineering strategy and technical innovation at Advisor Software. With 15+ years of engineering experience, Archana has led development of various new products and platforms and cultivated global technical talent. Prior to Advisor Software, Archana was with Robert Bosch Healthcare, architecting and building their telemedicine platform. She holds bachelor’s and master’s degrees in computer science.

Kevin Kraus, VP Product
LinkedIn |
Kevin Kraus leads product development for Advisor Software. Prior to Advisor Software, Kevin spent 20+ years at Charles Schwab, including 15 years in various tech-product-management positions. He holds a bachelor’s degree from Providence College and an MBA from Dominican University.

The #FintechRevolution Will Be API’d

The #FintechRevolution Will Be API’d


An open Fintech ecosystem for developers could be imminent, at least if Xignite has anything to say about it.

Fresh off its FinovateFall 2015 appearance, the financial market-data provider to many of fintech’s most innovative companies is spearheading a new initiative, the #FintechRevolution API Ecosystem. The goal of #FintechRevolution—a partnership involving more than 20 other technology companies and accelerators—is to make it easier for developers to get their hands on the APIs and tools they need in order to bring their innovations to life.

Stephane Dubois, CEO and founder of Xignite, says the initiative “consolidates the best-of-the-best in the fintech API ecosystem. It will now be easier for firms, large and small, to start and grow financial services and fintech companies just by leveraging the APIs in the ecosystem.”


From left: Xignite CEO Stephane Dubois, founder, and Anand Vidwanathan, developer, demonstrated Xignite Cloudstreaming at FinovateFall 2015.

Xignite divided the API contributions from the founding members into workflow, analytics and data categories. And, as Finance Magnates reports, a special emphasis should be placed on what it calls “non-traditional” APIs, the ones embracing inclusion of social and sentiment data alongside more-familiar financial data. This social data includes everything from the portfolio-management APIs of Advisor Software to the trader-mood-data APIs of PsychSignal.

The APIs from all of the founding members of the API ecosystem are listed in an integrated, Xignite-powered API catalog for easy access. All APIs have been vetted, and sales-and-support teams from all Ecosystem members are knowledgeable and ready to field questions from developers.

See the full list of founding members of the #Fintech Revolution below. The names of those companies that are also Finovate and/or FinDEVr alums are in bold.

Other founding members include incubators, Draper University in Silicon Valley, Fintech Sandbox in Boston, Level39 in London, and ValueStream in New York City.

Speaking of the initiative and its importance to startups and enterprises alike, ValueStream founding partner Greg Neufeld says, “We wouldn’t be investing our time, relationships and capital if we didn’t believe that the transformative changes happening today are merely the tip of the iceberg.” Neufeld is calling for innovators in fintech to work together to “build a better and stronger moat for the future.”

Neufeld says the entire industry of financial services is being “reinvented from the ground up,” and added: “We’re excited to be a part of this movement.”

FinDEVr2015LogoV2DateIf you are a developer, software architect, engineer, or CTO looking to hear from and network with some of the biggest builders in financial technology, then join us 6/7 October for FinDEVr 2015 in San Francisco. Save your spot and we’ll see you in the city by the bay!

Advisor Software’s Wealth Management Cloud Serves Up Widget-based Applications

Advisor Software’s Wealth Management Cloud Serves Up Widget-based Applications

This post is part of our live coverage of FinovateFall 2015.

AdvisorSoftwareLogoAdvisor Software debuted its Wealth Management Cloud:

Wealth Management Cloud™ was launched in March of 2015 to address an unmet need in the financial services industry: a platform to facilitate the rapid prototyping and development of multi-platform, multi-user, mobile-ready wealth-management applications. Our cloud platform exposes 20 years of intellectual property via APIs, widgets and apps rather than through traditional licensed software. This modular framework offers innovative companies a library of plug-and-play wealth-management building blocks, allowing them to quickly develop new applications while affording them complete control over their user experience.

Presenters: Margarita Petrova, UX designer (seated), and Erik Jepson, chief customer officer



Product Launch: March 2015
Product distribution strategy: Direct to Business (B2B), through financial institutions, through other fintech companies and platforms
HQ: Walnut Creek, California
Founded: June 1995
Twitter: @AdvisorSoftware

FinDEVr Preview: Advisor Software

FinDEVr Preview: Advisor Software

FinDEVr2015LogoV2DateFinDEVr Previews highlight companies that will present their latest developer tools, platforms, and integrations at FinDEVr 2015 San Francisco on 6/7 October. Pick up your ticket before Friday, 11 September, and save $100 on an early bird ticket!

Advisor Software will present its wealth-management cloud platform, an end-to-end suite of APIs, apps and widgets that power digital investment advice and financial planning applications.

AdvisorSoftwareHomepageWhy it’s a must-see

Advisor Software has nearly 120 APIs that will power the next generation of digital wealth-management applications. Developers can tap into its APIs to build a new robo-adviser, develop investment-proposal tools for financial advisers, create financial planning and portfolio-construction applications, and more.

Check out more of today’s FinDEVr previews:

Finovate Alumni News


  • “Trunomi Raises $3 Million to Solve KYC Challenges”
  • Finovate Debuts: “Hip Pocket Generates Qualified Mortgage Leads While Boosting Engagement”

Around the web

  • Financial Times quotes Giles Andrews, Zopa executive chairman, in discussion on P2P providers and fee transparency.
  • Let’s Talk Payments talks with Stephane Dubois, CEO and founder of Xignite, on the importance of APIs in fintech. See Xignite at FinDEVr 2015 in San Francisco in October.
  • iSignthis to provide KYC services to Crownbet Pty starting in 2016.
  • TickSmith’s TickVault earns certification on Cloudera Enterprise.
  • KPMG and Matchi form alliance to enhance access to financial service innovation.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.