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Acquired | Acquired

About Flourish

Flourish is a platform specializing in financial management.On December 14th, 2020, Flourish was acquired by MassMutual. The terms of the transaction were not disclosed.

Headquarters Location

New York, New York,

United States

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Expert Collections containing Flourish

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Flourish is included in 2 Expert Collections, including Wealth Tech.


Wealth Tech

1,882 items

A category of financial technology that is digitizing & streamlining the delivery of wealth management. Included: Startups that offer technology-enabled tools for active and passive wealth management for retail investors and advisors.


Financial Wellness

245 items

Track startups and capture company information and workflow.

Latest Flourish News

As banks elbow into investing, RIAs fight back with cash management and lending

Oct 26, 2021

Though rock-bottom Federal Reserve interest rates made cash a much less desirable asset, the trend of empowering independent advisors to offer banking services has not slowed. Envestnet provides access to lending with its credit exchange , and Mass Mutual Life Insurance acquired Flourish to give RIAs cash management capabilities (before going into Bitcoin). Last week, Raymond James spent $1.1 billion to buy the Pittsburgh-based bank TriState Capital Holdings . In a call to discuss the deal, Raymond James CEO Paul Reilly said TriState will operate separately and that advisors will continue to use Raymond James Bank. However, Raymond James sees an opportunity to grow TriState’s business among independent advisors and leverage some of the bank’s digital lending technology, Reilly said. “In watching what they’ve done in terms of the front-end and back-end processing, we will probably, as we develop our technology, use some of that in our approach,” he said. Raymond James declined additional comment. It’s part of the push toward “comprehensive wealth management” that spans the entire financial services industry. Expanding into cash management and lending can deepen client relationships and make it harder to leave an advisor, Moore said. “Clients want to see that their advisors have full capabilities,” he said. Offering new services can also help independent advisors fend off increasing pressure from banks and wirehouses, which are building out their investing, financial advice and wealth management capabilities to keep consumer banking clients from taking assets to a brokerage, said William Whitt, a strategic advisor on Aite-Novarica’s wealth management team. Just last week, TD Bank became the latest to launch an automated investing service while Citizens Financial CEO Bruce Van Saun said his bank is looking to buy its way into wealth management. October 18, 2021 10:30 AM “This is a way for RIAs and smaller broker-dealers to really strengthen their offering and compete on more even footing with the large institutions and banks,” Whitt said. “Everyone is converging on this comprehensive wealth management model.” For Orion, deposit accounts and securities-backed lending are just the beginning. It could add things like commercial real estate and even mortgages in the future, Moore said. “We want the advisors to be able to compete with any space today,” he added. “If an advisor wants to leave a wire or big bank, they have the opportunity to have the same services out on their own.”

Flourish Frequently Asked Questions (FAQ)

  • Where is Flourish's headquarters?

    Flourish's headquarters is located at New York.

  • What is Flourish's latest funding round?

    Flourish's latest funding round is Acquired.

  • Who are the investors of Flourish?

    Investors of Flourish include MassMutual.

  • Who are Flourish's competitors?

    Competitors of Flourish include Onramp Invest.

Compare Flourish to Competitors

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Eaglebrook Advisors

Eaglebrook Advisors provides independent financial advisors with secure and compliant access to bitcoin and digital assets through a proprietary managed account platform. The company was founded in 2019 and is based in Washington, DC.

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BitGo provides a bitcoin security platform to mitigate risk and optimizes capital efficiency. It offers a multi-signature wallet, portfolio management, corporate treasury, and enterprise enablement to secure Bitcoin from theft and loss. The company was founded in 2013 and is based in Palo Alto, California.

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Onramp Invest

Onramp is a crypto asset management solution built by advisors for advisors. The company was founded in 2018 and is based in San Diego, California.

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