Flourish, a NYC-based platform for registered investment advisors (RIAs), acquired Sora Finance, a San Francisco, CA-based AI-driven liability optimization platform for advisors.
The amount of the deal was not disclosed.
The acquisition will address 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 the new wealth.
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.
Led by Co-CEOs and Co-founders Rohit Agarwal and Siddhartha Oza, Sora Finance provides an AI-driven debt optimization platform helping financial advisors manage and improve their clients’ liabilities. It analyzes client debt across mortgages, HELOCs, student loans, and credit cards, providing visibility and proactively alerting advisors when clients can save money.
Flourish provides financial advisors with a wealth platform to manage financial and retirement solutions. It 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. It is wholly-owned by Massachusetts Mutual Life Insurance Company (MassMutual)
FinSMEs
20/03/2025