Wealthtech firm GeoWealth - an Excellence Awardee in the 2025 InvestmentNews Awards - has closed a $38 million Series C funding round to help integration of private markets into the portfolios of registered investment advisors.
The fresh funding was led by alternative investment giant Apollo and marks a new strategic alliance between the two companies to accelerate GeoWealth’s push to merge public and private investments into unified model portfolios, using its proprietary TAMP. The funds will boost both product development and human capital.
The Series C round also includes previously announced investments from BlackRock, J.P. Morgan Asset Management and Kayne Anderson Capital Advisors (sub-advised by Composition Capital).
Apollo will also embed its private market offerings into GeoWealth’s UMA tech, effectively putting institutional-grade alternative assets within reach of everyday advisors, providing RIAs with easier access to private equity, credit, and other non-traditional investments without the operational headache.
“With Apollo joining as a strategic investor and partner, we’re accelerating our commitment to building unified public-private model portfolios and supporting advisors with the flexible technology, investment choice and resources they need to deliver customized solutions,” said Colin Falls, GeoWealth’s CEO. “Advisors are seeking turnkey access to private markets, and our tech-enabled implementation platform will allow them to run a models-based practice with the flexibility and breadth to meet complex client needs.”
Notably, part of the $38 million funding has already gone to acquiring the TAMP business of Freedom Advisors, a move that signals GeoWealth’s intent to consolidate its position in the increasingly crowded advisor tech space.
With alternatives going mainstream and model portfolios becoming the norm, GeoWealth is betting that RIAs want more than just plug-and-play.
Earlier this year, Goldman Sachs Asset Management extended its broad partnership with GeoWealth and along with iCapital began offering new custom model portfolio capabilities to enable RIAs to allocate to and implement evergreen accredited investor alternatives alongside mutual funds, ETFs, and equity SMAs.
And last month, a new partnership between Vestmark, BlackRock, iCapital, and Dynasty Financial Partners was announced aiming to make it easier for RIAs to blend private market investments with traditional assets in a single, tax-managed UMA.
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