Amplify, the self-described enterprise growth platform built on an AI-native data lake, has launched a new custodial platform integration with Goldman Sachs Custody Solutions, which it says solves a friction point for growth-minded RIAs.
In a Wednesday announcement, Amplify revealed its new Custody Command Layer, which is designed for large independent RIAs, enterprises and platforms that want institutional-grade custody support while keeping their own brand and independence intact.
Under the arrangement, GSCS handles account opening operations and capabilities, while client data flows directly into Amplify's data lake. The arrangement, Amplify said, will give independent RIAs a way to open, fund and manage custodial accounts without leaving Amplify's operating system.
“We built the Custody Command Layer to be capable of delivering same-day accounts, real-time data and no reconciliation," said Aaron Brodt, co-founder and chief executive officer of Amplify.
Amplify said the platform folds a custodian's account operations — from opening to funding, trading and maintenance – into a single environment alongside investment management, service and billing data, which the firm said eliminates the data fragmentation that often slows advisor workflows.
The company said the integration builds on GSCS's existing API-driven infrastructure and onboarding tools, which Amplify said should compress onboarding times and reduce operational bloat for advisory firms looking to scale.
"This collaboration brings an integrated custody and data experience to RIAs, empowering Amplify's advisors, clients and operations teams to continue to scale," said Jeremy Eisenstein, managing director and head of Goldman Sachs Custody Solutions.
With 72% of advisors in a recent F2 Strategy survey citing onboarding as a major pain point, it's no wonder wealth tech firms have been working on solutions to help relieve the hassle. Most recently, that included Dispatch's Advisor Transitions capability built specifically to manage the movement of advisors and client assets between firms, and Jump's reveal of an account opening capability that advisors can trigger directly within the Jump environment.
The GSCS rollout follows another integration Amplify announced last month with Wealthbox allowing client data entered in the CRM provider's system to flow into Amplify's onboarding workflow and continue through multi-custodial account opening, investment management and reporting.
With that linkup, Wealthbox joined Redtail CRM, Goldman Sachs Custody Solutions and DocuSign in Amplify's growing list of RIA custodians and technology partners, which the company described as an API-first approach. In other words, Amplify is looking to compete in what it sees as an increasingly stack-led ethos of advisor technology adoption across the industry.
"Traditional all-in-one platforms offer a fixed menu where you either take what's built in or you go without," Churni Bhattacharya, Amplify's chief product officer, said of the Wealthbox integration at the time. "We build where building is the right answer, and we partner where partnering is."
Amplify said it supports more than 655 advisors and $24.5 billion in assets on its platform, which it said earned the highest TAMP CSAT rating in the 2026 T3/Inside Information Software Survey.
The Amplify deal builds on a string of custody wins Goldman Sachs has notched with independent platforms since entering the business through its 2020 acquisition of Folio Financial. In March last year, Dynasty Financial Partners added GSCS as a preferred custodian for its network, which the firm said then represented more than 500 advisors and over $105 billion in assets.
Goldman expanded its reach again in September, when growth partner Elevation Point named GSCS a primary provider of lending, direct indexing, custom models and fixed-income separately managed accounts for its advisor network, which it said represented $8.2 billion in client assets at the time.
Prior to those deals, GSCS also secured custody relationships with Steward Partners Global Advisory, Prime Capital Investment Advisors, Creative Planning, and NewEdge Wealth.
Ron Shurts, co-founder of Amplify, said the Goldman integration reflects advisor demand for "institutional strength" without sacrificing independence.
"By embedding Goldman Sachs Custody Solutions directly into Amplify's AI-native platform, this collaboration empowers firms to scale with the confidence, efficiency, and precision that define their brand reputation," Shurts said.
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