Strategic Acquisition Brings Mortgage and Liability Optimization Capabilities to Flourish’s Leading WealthTech Platform, Helping Independent Advisors Better Compete with Wirehouses and Banks Through Holistic Service Offering
New York, March 20, 2025 (GLOBE NEWSWIRE) — Flourish, a platform that helps registered investment advisors (RIAs) grow by evolving from holistic advice to holistic implementation, today announced that it has entered into a definitive agreement to acquire Sora Finance (Sora), an AI-driven liability optimization platform for advisors. The acquisition creates one of the industry’s first comprehensive platforms addressing both asset and liability management for RIAs, empowering independent advisors to bring cash and lending services to their clients.
Sora works with over 750 financial advisors, helping advisors visualize, analyze, and optimize their clients’ loans across mortgages, HELOCs, student loans, credit cards, and more. Leveraging AI-based insights and real-time rates from nationwide lenders, the platform alerts advisors when clients have an opportunity to save money or improve loan performance.
Sora will continue to operate as a standalone business, providing full support for existing advisors and clients, until Flourish fully integrates Sora’s technology and capabilities, expected in early 2026.
“This acquisition represents a pivotal moment in the evolution of wealth management and the future of the Flourish platform, furthering our mission of helping advisors fully implement every part of their clients’ financial plans. By combining Flourish’s leading cash management solution in Flourish Cash with Sora’s lending expertise and technology, we’re creating a uniquely comprehensive platform that empowers advisors to bring services traditionally associated with banks directly to their clients,” said Flourish CEO Max Lane. “For the first time, advisors can now aggregate both sides of the balance sheet to analyze cashflows, optimize existing liabilities, and opportunistically leverage credit at competitive rates via a delightful experience that ‘just works.’ Providing both cash management and lending capabilities strengthens client retention, grows and retains assets, and ultimately transforms the advisor role from investment manager to a truly holistic financial wellness advocate.”
The acquisition addresses several key challenges for advisors:
- Client and asset retention: Property purchases represent one of the primary reasons clients withdraw assets from advisory management. Sora’s AI-driven mortgage optimization capabilities help advisors retain more assets by identifying the ideal loans and refinancing opportunities.
- Holistic service: High-net-worth clients increasingly demand comprehensive financial advice that addresses both assets and liabilities.
- Next-Gen appeal: Liability management services particularly resonate with younger clients, positioning advisors to better serve next-generation wealth.
“We founded Sora with a vision of helping people optimize their liabilities, which have now reached $18T in household debt across America. We are incredibly excited to bring Sora’s deep expertise in lending and mortgages to Flourish advisors and their clients, and in the process, help transform wealth management as a whole. By integrating Sora’s specialized liability management offering, the more than 900 RIAs already leveraging Flourish for their clients can create even more meaningful value and ‘wow’ moments for their clients,” said Sora Co-Founder and Co-CEO, Rohit Agarwal.
“Clients expect comprehensive banking services from their advisors and that means support across the balance sheet. We are excited to bring lending services to more advisors and, in the process, retain assets that might otherwise leave their management during major life events like property purchases,” said Sora Co-Founder and Co-CEO, Siddhartha Oza.
Over 900 RIAs managing over $1.6 trillion in combined assets trust Flourish to help them fully execute financial plans and bring more assets into their orbit. As a platform that helps RIAs grow by evolving from holistic advice to holistic implementation, Flourish also allows advisors to feature their firm’s branding as well as providing client-friendly marketing materials, premium support, the ability to charge advisor service fees, and more
ABOUT FLOURISH
Flourish builds technology that empowers financial advisors, improves financial lives and retirement outcomes, and delivers new and innovative investment options to advisors. Today, the Flourish platform supports more than $7 billion in assets under custody and is used by more than 900 wealth management firms representing more than $1.6 trillion in assets under management. Flourish is wholly-owned by Massachusetts Mutual Life Insurance Company (MassMutual). For more information, visit www.flourish.com.
ABOUT SORA
Sora Finance is an AI-driven debt optimization platform helping financial advisors manage and improve their clients’ liabilities. The platform automatically analyzes client debt across mortgages, HELOCs, student loans, and credit cards, providing unmatched visibility and proactively alerting advisors when clients can save money. For more information, visit www.sorafinance.com.
Forward Looking Statements
This press release may contain forward looking statements that are subject to certain risks and uncertainties. Actual results, performance, or achievements may differ materially from those expressed or implied.
Flourish is an online platform through which investors can access financial services and products. Flourish’s offerings are provided by different entities and are subject to different terms, investor protections, and risks. Flourish Cash is offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA’s BrokerCheck. Flourish Annuities refers generally to the annuity platform operated by Flourish Technologies LLC, where applicable, and to Flourish Insurance Agency LLC in its capacity as a licensed insurance producer providing insurance services related to such platform. Flourish Insurance Agency LLC does business in California under the name Flourish Digital Insurance Agency. An annuity is an insurance contract. Annuities shown on the platform are sold through Flourish Insurance Agency LLC, a licensed insurance producer, with offices in Jersey City, New Jersey, and are issued by one or more approved licensed life insurance companies. The Flourish entities mentioned above are affiliates. Flourish Cash and Flourish Annuities accounts are separate accounts and only assets in Flourish Cash accounts may be eligible for protection by the FDIC or SIPC. Please review the Legal section of our website, and the disclosures provided with each Flourish service or product, for further information. © 2025 Flourish. All rights reserved.
A Flourish Cash account is a brokerage account offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA’s BrokerCheck. The cash balance in a Flourish Cash account will be swept from the brokerage account to deposit account(s) at one or more third-party Program Banks that have agreed to accept deposits from customers of Flourish Financial LLC. The accounts at Program Banks will pay a variable rate of interest. The cash balance in a Flourish Cash account that is swept to one or more Program Banks is eligible for FDIC insurance, subject to FDIC rules, including FDIC aggregate insurance coverage limits. FDIC insurance will not be provided until the funds arrive at the Program Bank. Flourish Cash’s current Program Banks can be found here. For additional information regarding FDIC coverage, visit https://fdic.gov/ and https://www.flourish.com/advisors.
Home lending products offered by SoraFinance, Inc. SoraFinance, Inc. is a licensed mortgage broker. NMLS #2355841. 1007 General Kennedy Avenue, Suite 3 San Francisco, CA 94129. Not available in all states.
CONTACT: Marissa Arnold flourish@marissaarnoldpr.com
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