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With deep experience helping over 40 independent, growth-oriented RIAs address their business needs with technology, LibertyFi is the industry leader in outsourced middle office services.

We provide outsourced technology expertise and help RIAs choose, implement, run, and customize Envestnet’s financial wellness ecosystem and other wealth management solutions. We believe that RIAs who embrace technology and outsourcing can scale their businesses, grow faster, improve efficiencies, and provide better, more personalized client experiences. 

THE Opportunity

The availability of affordable wealth management technology has made it easier for advisors to offer wealth management services comparable to those of much larger broker-dealers.

THE Challenge

While the technology is more accessible, functional, and cost-effective than ever, most advisors need help to successfully adopt, deploy, and maintain a wealth management platform.


Our personalized consulting services help growth-oriented RIAs scale their practices. We streamline operations with the Envestnet wealth management platform so advisors can focus on serving clients and scaling the practice.

Drive growth with a dedicated technology team


We streamline your technology operations so you can focus on what matters most—serving your clients and scaling your practice.

We handle approximately $12 billion in AUA for 24 independent firms, covering 120 advisors, held in 33,000 accounts. Our core team has proven experience helping independent retail firms better serve their clients and scale their practices by converting from legacy technologies to a more diverse and integrated wealth management platform.

iconEvaluation and Turnkey Access

The wealthtech space is noisy. Many RIAs don’t know where to start when it comes to choosing the right technology to meet their current and future needs. We work with them to evaluate their practices and legacy systems. If we determine that we can provide the right solution, we can offer access and competitive leasing options.

iconOngoing Support

We provide ongoing support to resolve issues, customize the technology, and train advisors on new features and enhancements. 

  • Ongoing advisor support, training, and education
  • Continuous support for sales and practice management
  • Troubleshooting and speedy error resolution on behalf of end clients
  • Customizations and platform changes as needed
  • Middle office support for all service requests

iconOnboarding and Outsourced Implementation

To help RIAs accelerate their return on investment by:

  • Setting up advisors and home office users with access
  • Configuring the operating platform to the firm’s needs
  • Customizing the client portal and reports
  • Coordinating account migration and data aggregation
  • Setting up fee schedules and billing administration
  • Training advisors on how to use the platform
  • Managing projects

iconPersonalized Consulting Services

We are committed to knowing how our clients prefer to manage their businesses. We understand that technology alone isn’t the answer—it’s how you use it. We collaborate closely with our clients to devise strategies to meet their business goals:

  • Analysis, troubleshooting, and resolution of operating issues
  • Answering incoming calls from the home office and advisors
  • Advisor training, sales, and practice management support

Breakaway Firms

If you’re a breakaway, we will work with you and your transition planning partners to design and configure your technology platform around your operating goals and business objectives.

We provide input and advice through every step of the transition, including design, mapping, conversion of accounts, initial operations, and training. Our ongoing middle office support, user training, and problem resolution services deliver higher levels of client and advisor satisfaction.



Established RIAs & Hybrid RIAs

Established firms often face modernization challenges, particularly those caused by the inertia of legacy technologies. We are here to help you take the next step. We can design, configure, and support a highly customized investment advisory and financial planning platform that will increase productivity, service, and growth.

If your firm currently relies on a collection of disparate technology systems, we can help streamline operations by integrating these unrelated functions into a seamless platform, even if the assets are hosted at multiple custodians.


Scott Sheffer

Carnegie Wealth

“LibertyFi helped us create incredibly efficient and organized workflows. I can almost run this entire business myself. Because of LibertyFi, our model has tremendous scalability.”

Jay Hummel

Partner and Co-founder,
Wealth Advisor Growth Network

“LibertyFi is a huge reason why Elk River was able to make its first acquisition within four weeks of breaking. And they acquired a $250 million team within four months of starting the firm. That’s unheard of.”

Clint Sorenson


“We run a lean operation focused on what we do best – providing investment strategies. Without LibertyFi managing the technology, it would be impossible for us to help advisors build strategy and execute across their book on an ongoing basis.”

Marc Wagner, CFP®

Partner/Wealth Advisor

“We’ve created repeatable processes that systematize the practice of managing money. The scalability and efficiency we’ve created with LibertyFi’s help are vital to our success.”

Bentley Blackmon

CEO, Naviter Wealth

“A key driver for creating Naviter was giving our clients the service they deserve. It’s been phenomenal working with LibertyFi. They help us manage the Envestnet platform so we can create the models and reporting that serve our clients’ interests. LibertyFi is more than just a partner, they’re members of our team.”

About Us

iconIndustry Experts

We are proven technology experts committed to meeting advisors’ business goals. Our team features hands-on practitioners experienced with advisory technology, program administration, and middle office consulting. Like you, we have spent our careers building and managing our client relationships, as well as administering retail advisory programs for our firms.

iconCustodian Agnostic

We are custodian agnostic so that individuals and firms can integrate with the custody platform(s) they choose or inherit.


We are an employee-owned firm helping RIAs drive growth. As a hands-on resource and partner, we build and implement accessible, functional, and cost-effective solutions based on retail advisory technology.

iconCommitted to Success

We contribute to success by streamlining processes and providing personalized ongoing support to meet advisors’ practice-level goals and objectives. We are committed to helping RIAs reduce administration through the successful adoption and use of Envestnet’s financial wellness ecosystem and other solutions for 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


As CEO of LibertyFi, Trey attributes the success of the company to the team’s energy and passion for helping RIAs manage comprehensive client relationships at scale using technology and tools. 

Trey has more than 30 years of experience in investment management consulting, trust, and financial planning. For the past 20 years, he 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. Trey is a graduate of the University of Tennessee.

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Alli Jordan

President & COO
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Alli Jordan

President & COO

Alli is responsible for many aspects of the business, from sales to service escalations from other team members.

Alli has been in the financial services industry for nearly 10 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. Alli 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 platform. Alli is a graduate of the University of Florida.

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John Brooks

Senior Consultant
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John Brooks

Senior Consultant

John is responsible for consulting with clients and ensuring the Envestnet platform is configured to meet their needs. He also helps onboard new clients.

John has been in the financial services industry for nearly 10 years. Previously he was 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 Envestnet 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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Davis is responsible for ensuring that the Envestnet platform is configured to support our clients’ needs. Davis has been in the financial services industry for nearly 10 years. He was previously employed by Sterne Agee and Leach, Inc., where he was an Investment Analyst for the wealth management division. Davis 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. Davis is a graduate of the University of Alabama.

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Thomas Reid

Senior Consultant
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Thomas is responsible for managing the billing for LibertyFi’s partner-firms executed through the Envestnet platform. This function serves 20,000 client accounts each quarter, and he works to ensure their accuracy while making certain that advisors are paid their fees, on time. 

Prior to LibertyFi, Thomas worked in a financial reporting and analysis role with BBVA Compass before moving to Regions Bank in the Controller’s group. He worked directly with Regions’ business partners, specifically Credit, Risk, and HR-Compensation, to make their processes and policies more efficient and compliant. Additionally, he and his group were responsible for the bank-wide implementation of new accounting standards. Prior to that, Thomas spent four years in public accounting at Sellers, Richardson, Holman & West (now RSM, LLP) where his work centered on high-net-worth individual, family, and trust tax planning and compliance and had a specialization serving large multi-state manufacturing and distribution clients. Thomas earned his undergraduate credentials as well as a Masters degree in Accounting and Taxation from the University of Alabama.

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Adair Moody

Senior Consultant
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Adair is responsible for handling day-to-day account service requests, helping RIAs manage changes to their client accounts, which allows advisors to focus on serving their clients. With several years of experience working with the Envestnet platform, she loves sharing best practices to help RIAs improve their workflows.

Adair has been in the financial services industry for nearly 10 years. She was previously employed by SA Stone Wealth Management, where she was a lead relationship manager for independent financial advisors. Adair worked with financial advisors at the broker dealer to help facilitate their middle and back office needs. Adair oversaw 100 financial advisors to make sure their practices were running smooth and efficiently. Adair is a graduate of Auburn University.

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Caroline Corso

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Caroline is responsible for helping RIAs manage changes to their accounts and completing service requests, which allows advisors to focus on serving their clients. 

With 10 years of experience in the financial services industry, Caroline previously worked at Birmingham Investment Group. Prior to that, she worked at a small boutique investment banking firm specializing in the oil and gas sector in Washington, DC and later located to New York City.

Our Partners

Wealth Advisor Growth Network

Wealth Advisor Growth Network (WAGN) is focused on helping independent advisors accelerate growth and realize potential. The Founders of WAGN, Jay Hummel and John Phoenix, have more than 45 years of experience helping hundreds of firms across the country. LibertyFi is part of the WAGN ecosystem, made up of best-in-class outsourcing providers for RIAs, including compliance, marketing, insurance, technology, CFO, market research, and more. When you work with us, our network becomes your network.

Learn more about WAGN: www.wagn.biz.

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