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Building $10B in AUA in Less Than 4 Years, One Client at a Time


When we started LibertyFi in 2017, one of our core value propositions was to help advisors drive growth by scaling their firms with technology. We felt that we could help advisors because we’ve built and run successful platforms on Envestnet for previous firms and for our clients.

In less than four years, our team of seven consultants has grown our client base to 22 firms of various sizes and our assets under administration (AUA) to $10 billion. We believe the secret of our success is the passion, dedication, and joy we bring to helping advisors succeed. We value the trust that our clients—and our partners who have helped us along the way—place in us.

Technology is increasingly important to RIA success because it largely defines the client experience, from setting goals to creating financial plans and managing portfolios. Every day, we come to work looking for new ways to apply technology to improve the advisor and client experiences. By creating and streamlining repeatable processes, we can help provide them with consistent experiences that satisfy.

We believe that advisors should focus their expertise on serving clients by working with them to establish goals and create plans to achieve them instead of trying to become technology experts. By selecting the best partner to help manage their technologies, RIAs can improve their growth trajectories.

“Our expertise is based on years of experience, seeing what works, and learning from what doesn’t. Every day, we apply that experience to accelerate clients along the learning curve to get things done and done well,” said Trey Ruch, CEO at LibertyFi. “By acquiring just a few basic skills, advisors can deliver the kinds of digital experiences that today’s clients expect.”

We’ve helped independent, employee-owned and -operated investment management firms like Carnegie Wealth Management use the Envestnet platform to offer clients a highly personalized experience.  

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

“RIAs can accelerate growth, increase efficiency, and drive productivity by selecting an experienced partner to manage and configure their wealth technology—without having to increase headcount,” said Alli Jordan, COO at LibertyFi. “With streamlined and automated workflows, advisors can focus on serving clients.”

We believe our growth to $10 billion in AUA is a testament to the value our clients place in our business model and our passion for helping them succeed. We look forward to building our firm, deepening relationships with our strategic partners, and helping advisors scale their practices so they thrive as well.