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eMoney Advisor’s emX Pro Fuels Wealth Planning Solution for Waddell & Reed Advisors

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eMoney Advisor, acquired by Fidelity Investments in 2015 for $250 million, is offering advisers the tools they need to compete against the robo-advisers that seem to be taking over wealth management. This week, financial planning firm Waddell & Reed has partnered with eMoney to leverage its emX Pro platform.

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Waddell & Reed will deliver emX Pro, along with solutions from Envestnet and Docupace, to its network of 1,800 financial professionals to enhance planning, proposal, and processing for advisers and their clients. Ed O’Brien, CEO of eMoney Advisor, said that emX Pro will help Waddell & Reed advisers to “build deeper, more collaborative client relationships, expertly plan investment portfolios and deliver sound financial advice while helping make sense of their business’s big-picture, including a view of assets held away.” O’Brien adds that using emX Pro gives the advisers “a distinct competitive advantage.”

Founded in 2000, eMoney debuted emX at FinovateFall 2014. emX delivers a suite of interactive wealth management tools to help advisers identify business opportunities and deliver an experience to serve a client’s financial planning needs, from basic to advanced.

eMoney is based in Radnor, PA and serves 37,000 financial professionals. The company, whose top clients include TD Ameritrade, RBC Wealth Management, MetLife, Mass Mutual, New York Life, and Allstate, has 360+ employees and $1.7 trillion in assets under management. In March, eMoney Advisor brought on Ed O’Brien as CEO, taking the seat of the company’s founder, Edmond Walters.