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LIBERTYFI, LLC

Consult - Design - Build - Troubleshoot - Support


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With deep experience helping over 40 independent, growth-oriented RIAs evaluate their technology needs, LibertyFi is the industry leader in Envestnet middle-office consulting services.

We believe in transforming the financial services industry by helping growth-oriented RIAs drive revenue and scale their businesses with the Envestnet unified advice platform of integrated solutions.


THE Opportunity:


The availability of superior and affordable investment advisory and financial planning technology has made it easier for advisors to effectively serve clients by launching their own independent financial firms.

THE Challenge:


While the technology is more accessible, functional, and cost-effective than ever, many firms need help to successful adopt, deploy, and maintain their investment and planning platform.

THE SOLUTION:


Our personalized consulting services help growth-oriented RIAs focus on the customer experience and scale their practices by streamlining daily operations with the Envestnet wealth management platform.

Propel your success with TECHNOLOGY And Support

Services


We’ve handled over $18 billion in AUM for 34 independent firms, covering 820 Advisors, held in 73,000 retail 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 the Envestnet wealth management platform. 

iconEvaluation and Turnkey Access

To help growth-oriented RIAs evaluate and acquire technologies that streamline operations, we collaborate with them to evaluate their practices and legacy systems. If we determine that Envestnet is the right solution, we can offer access and competitive leasing options.

iconOngoing Support

To help RIAs deliver exceptional customer experiences, LibertyFi provides ongoing support to resolve issues. Key aspects of this service include: 

  • Ongoing advisor support, training, and education
  • Ongoing support for sales and practice management
  • Middle-office support of all service requests
  • Troubleshooting and quickly resolving errors on behalf of end clients
  • Customizations and platform changes as needed


iconOnboarding and Envestnet Implementation

To help RIAs accelerate their return on investment in Envestnet, LibertyFi offers onboarding and platform implementation. Key aspects of this service include: 

  • Managing projects
  • Configuring Envestnet
  • Setting up the Client Portal, advisors, home office users, and reports
  • Coordinating data aggregation
  • Training on the use of the platform


iconPersonalized Consulting Services

We are committed to knowing how our clients prefer to manage their businesses. To ensure that Envestnet supports our clients’ practices, we offer personalized consulting services, including:

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




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 deliver higher levels of client and advisor satisfaction.

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Established RIAs

Is your firm reviewing its competitive status or considering expansion plans? Established firms 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 you’re currently working with a 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 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. We also offer outsourcing solutions to address aggregation, monitoring, and reporting for non-custodial trust companies.

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Streamlining and Enhancing Daily Wealth Management Practices

About Us



iconExperienced

Our team features experienced, hands-on practitioners in advisory technology, program administration, and middle-office consulting. Like you, we have spent our careers building and managing our own 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.


iconIndependent

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


iconGoal-Oriented

Our goal is to enable the successful adoption, comprehensive 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

CEO
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Walter (Trey) Ruch, III

CEO


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

COO
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Alli Jordan

COO


Mrs. Jordan has been in the Financial Services industry for seven 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 has been in the Financial Services industry for seven 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 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 six 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.

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Thomas Reid

Senior Consultant
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Mr. Reid 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, Mr. Reid 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. Mr. Reid 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

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

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 

Wealth Advisor Growth Network 

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