Flourish aims to shake up RIA lending capabilities through acquisition

Flourish aims to shake up RIA lending capabilities through acquisition
MassMutual's fintech platform to add AI-powered insights, data.
MAR 21, 2025

Flourish will add new capabilities to its RIA tech offering to provide a comprehensive deposits and lending platform, through a planned acquisition of Sora.

In what the fintech hopes will be a gamechanger for advisory firms, the addition of Sora’s AI-powered tech will create a solution for advisors to offer cash and lending services with both asset and liability management capabilities.

Four-year-old Sora was founded by co-CEOs Rohit Agarwal and Siddhartha Oza and currently serves around 750 advisor firms managing approximately $3 billion in client liabilities. Its platform helps advisors optimize clients’ loans across multiple products such as mortgages, HELOCs, student loans, and credit cards.

“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 Oza.

The integration won’t be fully completed until some time in early 2026 and Sora will remain as a standalone business until then.

"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.

Last year, Flourish published a survey of advisors showing the importance of cash management solutions.

Latest News

Maryland bars advisor over charging excessive fees to clients
Maryland bars advisor over charging excessive fees to clients

Blue Anchor Capital Management and Pickett also purchased “highly aggressive and volatile” securities, according to the order.

Wave of SEC appointments signals regulatory shift with implications for financial advisors
Wave of SEC appointments signals regulatory shift with implications for financial advisors

Reshuffle provides strong indication of where the regulator's priorities now lie.

US insurers want to take a larger slice of the retirement market through the RIA channel
US insurers want to take a larger slice of the retirement market through the RIA channel

Goldman Sachs Asset Management report reveals sharpened focus on annuities.

Why DA Davidson's wealth vice chairman still follows his dad's investment advice
Why DA Davidson's wealth vice chairman still follows his dad's investment advice

Ahead of Father's Day, InvestmentNews speaks with Andrew Crowell.

401(k) participants seek advice, but few turn to financial advisors
401(k) participants seek advice, but few turn to financial advisors

Cerulli research finds nearly two-thirds of active retirement plan participants are unadvised, opening a potential engagement opportunity.

SPONSORED RILAs bring stability, growth during volatile markets

Barely a decade old, registered index-linked annuities have quickly surged in popularity, thanks to their unique blend of protection and growth potential—an appealing option for investors looking to chart a steadier course through today’s choppy market waters, says Myles Lambert, Brighthouse Financial.

SPONSORED Beyond the dashboard: Making wealth tech human

How intelliflo aims to solve advisors' top tech headaches—without sacrificing the personal touch clients crave