Flourish, a wealthtech platform that helps registered investment advisors (RIAs) grow by evolving from holistic advice to holistic implementation, today unveiled Flourish Lending, a residential mortgage solution purpose-built for RIAs to address a persistent challenge: banks and wirehouses use mortgage rate incentives to lure clients and assets away from independent advisors.
Flourish Lending gives independent advisors their own co-branded lending solution with exclusive, competitive rates available only to Flourish clients. Offering a private-bank-like experience, the solution allows RIAs to add value and protect assets through one of the most consequential and emotional financial decisions their clients will ever make.
“For years, advisors have told us they lose assets to wirehouses and banks when clients need a mortgage. Until now, RIAs have been left behind with no competitive solution of their own. Flourish Lending changes all that, giving advisors both the rates and the technology to compete on every front,” said Max Lane, CEO of Flourish. “Clients increasingly expect their advisors to be their primary financial relationship, not just for investments. Mortgages are one of the most important financial decisions in clients’ lives, and advisors need solutions that allow them to stay involved when those decisions arise.”
“Lending has long been one of the biggest structural advantages banks and wirehouses hold over independent advisors,” said Dani Fava, Chief Strategy Officer at Carson Group. “When clients need mortgages or refinancing, advisors often have limited ways to help, which can lead to assets leaving the advisory relationship and important financial decisions happening outside the planning process. It’s exciting to see solutions emerging that aim to give independent advisors better ways to add value to clients and stay involved in some of the most important financial decisions they make.”
Eliminating Layers to Unlock Market-Leading Rates
Unlike traditional lenders that offer rates from a single balance sheet, Flourish Lending operates as a digital-first mortgage broker, giving clients access to exclusive rates directly from the capital markets, eliminating costly middle layers. The platform supports refinancing, cash-out refinancing, and new home purchase loans of up to $10 million for both primary and investment properties.
Purpose-Built for Advisory Workflows:
- Proactive refinance alerts that automatically notify advisors when clients could save money by refinancing
- Streamlined application process allows advisors to support the mortgage application process and assist with tasks like document upload
- Premium services from dedicated Flourish Lending loan officers (not outsourced partners) who provide concierge-level support throughout the entire process
- A co-branded client experience continually reinforces the advisor relationship at every touchpoint
- Rapid closings to meet client deadlines
The launch reflects Flourish’s broader effort to build financial infrastructure that helps independent advisors compete with banks and wirehouses across key areas of their clients’ balance sheet. After reaching significant scale with Flourish Cash, its advisor-focused cash management solution, the platform now includes lending—starting with mortgages, the largest category of consumer debt in the United States.
“Flourish Lending gives RIAs the same toolkit that wirehouses have had for decades and we’re already seeing it in practice,” Lane added. “This is a critical piece of our Wealth 3.0 vision: advisors can now fully implement every aspect of a client’s financial plan, from cash optimization to retirement income to home financing.“
Flourish Lending is currently licensed in over 20 states covering more than half the U.S. population and expects to achieve nationwide availability within 12 months. Advisors can learn more about Flourish Lending, join product demonstrations, and access state availability information at flourish.com/advisors/lending or by contacting lending@flourish.com.
More than 1,100 RIAs managing over $2.6 trillion in assets trust Flourish to help their advisors better execute on financial plans and capture more client assets. Its innovative technology solutions across cash, annuities, and lending help advisors evolve into the era of Wealth 3.0, expanding their practices from holistic planning to holistic implementation. Flourish’s industry-leading platform lets advisors co-brand the client experience, offers client-friendly marketing materials, and features award-winning design and premium customer support.
