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LibertyFi, LLC is a privately-owned wealth management platform and middle-office support consultancy. Our wealth management platform solutions are powered by Envestnet’s unified technology that works to enhance advisor productivity and strengthen the wealth management process.


The availability of superior and affordable investment advisory and financial planning technology is a principal driver of the independent financial firm movement. While the technology is more accessible, functional, and cost-effective than ever, the real challenge facing many firms is successful adoption, deployment and ongoing administration.


How can you harness the expertise to transition and manage your client’s investments and information on a new and multi-faceted wealth management platform? How do you learn how to use the efficiency and scale of modern wealth management technology to totally change your operating performance, levels of client engagement, and financial results?


LibertyFi was formed to help you overcome these challenges and obstacles without giving up any of your ownership or control. We are a technology and operations consultancy dedicated to helping your firm strategically implement these important decisions. We stand beside you as an ongoing middle-office resource, helping you revolutionize your technology and administration efforts to meet the challenges of navigating the competitive financial advisory landscape.



iconEnvestnet Solutions

We enable successful adoption and use of the Envestnet suite of investment management, financial planning, compliance, and data integration tools.

iconStreamline Operations

Our expertise coupled with Envestnet’s innovative technology gives you the management tools and “straight-through” processing necessary to operate a more efficient practice.

iconImplement Wealth Management System

Having handled over $12 Billion AUM for 12 independent firms, covering 600 Advisors, held in 45,000 retail accounts; our core team has proven experience in converting independent retail firms to ENV2 to better serve your clients and scale your practice.

iconMiddle and Back Office Support

Our ongoing contributions of deep expertise, operations support, procedural frameworks and hands-on training, properly align the system with your practice…not vice versa. We are committed to knowing your people and how you want to do business. We will be there for you to analyze, troubleshoot, conform, and fix your operating issues when they occur.

Enhanced Experience

Envestnet solutions streamline a firm's daily procedures, allowing for a greater customer focus, promoting a better way to serve the market and your business.

Breakaway Firms

Why trade ownership and control of your firm for a generic technology platform and basic operations know-how? We work with your team and your transition planning partners to design and configure the Envestnet platform around your firm’s operating goals and objectives. We provide input and advice through every step of your transition including design, mapping, conversion of accounts, initial operations and training. Our ongoing middle-office support, user training and problem resolution services ensure higher levels of client and advisor satisfaction.



Established RIAs

Is your firm reviewing its competitive status or considering expansion plans? Established firms are faced with modernization challenges, particularly the inertia caused by legacy technology complacency. We are here to help you move forward. We can design, configure and help you support a highly customized investment advisory and financial planning platform that will really raise the bar in your productivity, service and growth.

Has recent acquisition activity left your firm with an inherited collection of disparate operating systems? LibertyFi can help streamline your operation by integrating these unrelated functions into one seamless platform, even if the assets are hosted at multiple custodians.

Banks & Trust Companies

Our management team’s background in operating trust companies and family offices makes us the perfect partner for trust banks who are working toward merging an open-architecture investment platform with their proprietary portfolio management and reporting operation. We also consult with banks interested in consolidating back-office operations. We can implement a uniform trading, portfolio accounting and performance reporting platform that will integrate with the various retail advisory, trust and family office custody systems already in place. Last, we offer outsourcing solutions to address aggregation, monitoring, and reporting for non-custodial trust companies.


Streamlining and Enhancing Daily Wealth Management Practices

About Us


Our team is made up of hands-on practitioners in the advisory technology, program administration and middle-office consulting space. Like you, we have spent our careers recruiting and managing our own client relationships, as well as administering retail advisory programs for our firms.


We are custodian agnostic, allowing individuals and firms to integrate with the custody platform(s) they choose or inherit.


As an employee-owned company our focus is helping investment advisory firms, banks and trust companies implement retail advisory technology.


Our goal is to enable successful adoption, full use, and benefit of the Envestnet suite of investment management, financial planning, compliance and data integration tools.

Walter (Trey) Ruch, III Photo

Walter (Trey) Ruch, III

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Walter (Trey) Ruch, III


Mr. Ruch has more than 30 years of experience in investment management consulting, trust, and financial planning. For the past 20 years, he has worked as an executive for two regional B/D holding companies, where he served concurrently as Chairman and CEO of their Trust Company and as Managing Director of all retail products and advisory services. He was directly responsible for technology, operations and compliance of these subsidiaries. Mr. Ruch is a graduate of the University of Tennessee.

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Alli Jordan

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Alli Jordan


Mrs. Jordan has been in the Financial Services industry for five years. She was previously employed by Sterne Agee and Leach, Inc., where she was an investment analyst and business consultant for the wealth management division. Mrs. Jordan worked with Sterne Agee financial advisors, consulting with them on how to make their books of business more efficient by utilizing technology. She served as the principal Envestnet administrator and relationship manager for the company and coordinated conversion and support for her firm and the external RIAs and IARs using the Envestnet system. Mrs. Jordan is a graduate of the University of Florida.

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John Brooks

Senior Consultant
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John Brooks

Senior Consultant

Mr. Brooks spent five years at Sterne, Agee, & Leach, Inc. serving as an Investment Analyst in its Corporate RIA. His work centered on due diligence within the advisory product marketing group, working directly with financial advisors to leverage the company’s investment advisory and financial planning expertise and programming. After 18 months in this role, John shifted to a business consulting position and began working with hybrid RIAs and dually registered Broker Dealers using the Envestnet Wealth Management Platform. His consulting contributions were focused on helping clients develop competency and efficiency using ENV advisory technology and workflows. John is a graduate of the University of Alabama.

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Davis Priester

Senior Consultant
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Mr. Priester has been in the Financial Services industry for four years. He was previously employed by Sterne Agee and Leach, Inc., where he was an Investment Analyst for the wealth management division. Mr. Priester worked with financial advisors, consulting with them on how to make their books of business more efficient. His consulting contributions were focused on helping clients develop competency and efficiency using Envestnet advisory technology and workflows. Mr. Priester is a graduate of the University of Alabama.

Our Partners

At Libertyfi, we are dedicated to fostering strong alliances with firms that can help our clients construct and manage a comprehensive wealth management process at their own independent firm or bank. To this end, we dedicate ourselves to collaborating with the transition, legal, compliance, accounting, financial planning and investment partners chosen by our affiliated firms. We have also initiated deep strategic relationships with carefully selected firms that we are confident to recommend:  

WealthShield, LLC 

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