Product Line Growth:
Public updates describe expansion from cash into annuities and lending via the Sora Finance acquisition and the launch of Flourish Lending. New integrations across planning, CRM, and accounting systems further broaden use cases and embed the platform in advisor workflows.
Market Expansion:
Company communications cite rising assets under custody from 2023 through March 2026 and an increase from 900+ to 1,100+ RIA firms, alongside enterprise relationships that widen distribution. Lending debuted with licensing in 20+ states and a plan for nationwide coverage, signaling geographic growth in progress.
Investor Backing & Capital Strength:
Ownership by MassMutual since 2021 is presented as providing capital support and distribution advantages. This affiliation is positioned as a foundation for continued product and market investments.
