facebook twitter instagram linkedin google youtube vimeo tumblr yelp rss email podcast phone blog external search brokercheck brokercheck Play Pause


Consult - Design - Build - Troubleshoot - Support

Learn More

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

We provide outsourced technology expertise that helps growth-oriented RIAs scale their businesses with the Envestnet platform of integrated wealth management solutions.

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 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 the Envestnet wealth management platform.

iconEvaluation and Turnkey Access

To help growth-oriented RIAs evaluate and acquire technologies that streamline operations, we work 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 speedy error resolution 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, including: 

  • 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

Don't 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.



Established RIAs

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.


Streamlining and Enhancing Wealth Management Processes

About Us


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.


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


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

Read Bio

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.

Alli Jordan Photo

Alli Jordan

President & COO
Read Bio

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.

John Brooks Photo

John Brooks

Senior Consultant
Read Bio

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.

Davis Priester Photo

Davis Priester

Senior Consultant
Read Bio

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.

Thomas Reid Photo

Thomas Reid

Senior Consultant
Read Bio

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.

Adair Moody Photo

Adair Moody

Senior Consultant
Read Bio

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.

Caroline Corso Photo

Caroline Corso

Read Bio

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

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 

Take Ownership of your business journey Today