Our mission

Flourish provides innovative access to financial products that help Registered Investment Advisors secure their clients' financial futures.

Who we are

Thinking outside the portfolio

While good advisors manage the portfolio, great ones help clients reach their financial goals. And Flourish is here to help advisors:

  • Differentiate
  • Grow
  • Compete
  • Deliver more

As advisors face increasing competition from wirehouses to robo-advisors, Flourish helps advisors deliver more ways to support their clients' financial lives while keeping assets in their orbit. From Annuities to Cash to Crypto, Flourish empowers RIAs to offer beautifully-designed solutions that are simple and secure, elevating their brands in a competitive market.

Flourish is building solutions that are custom-designed for RIAs

Invite-only icon

Invite-only

Secure icon

Secure

Compliant icon

Compliant

Integrated icon

Integrated

Meet Flourish Annuities*

A modern, digital-first experience that enables advisors to bring fee-based annuities into client portfolios without the need for RIA insurance licenses

  • Competitive rates<

  • Guaranteed, tax-deferred growth††

  • Outsourced Insurance Desk

  • Fee-based for RIAs

  • No complicated paperwork
Flourish Annuities on a laptop
Flourish Cash on an iPad

Meet Flourish Cash

An invitation-only cash account offering rates up to 10x the national savings account average.# Designed exclusively for the clients of independent financial advisors. 

  • No Flourish fees or minimums

  • Easy access with unlimited transfers

  • Integrated with key advisor tools

  • Even more FDIC insurance coverage through our Program BanksΩ

  • Earn a competitive rate – up to 5.00% APY§

This APY applies to the first $1,000,000 in an individual, business, or joint account as described in our rate tier summary. Tiered rates subject to change at any time.

Meet Flourish Crypto

A cutting-edge cryptocurrency investing solution that gives advisors a way to offer simple, secure, and compliant access to this emerging asset class to meet the evolving needs of clients. 

  • Simple, direct cryptocurrency ownership
  • $100 minimum trades and 24/7 digital access
  • Account opening in minutes
  • Custody and execution provide by Paxos, a NY Department of Financial Services regulated cryptocurrency custodian 
Flourish Crypto on a phone and desktop

Flourish by the numbers

2017

Founded

700+

RIAs

$4B+

Assets

80+

Employees

The feeling is Mutual

Flourish is wholly-owned by

MassMutual Logo

 

Flourish joined MassMutual in February 2021 and operates independently from MassMutual’s existing wealth management and insurance businesses. Founded in 1851, MassMutual is one of the largest and most financially stable institutions in the United States. Since the start, MassMutual's singular purpose has been 'to help people secure their future and protect the ones they love.' Our team is deeply aligned with this guiding principle, which is why we're thrilled to have MassMutual’s support.

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Flourish is an online platform through which investors can access financial services and products. Flourish’s offerings are provided by different entities and are subject to different terms, investor protections, and risks. Flourish Cash is offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA's BrokerCheck. Flourish Crypto is offered by Paxos Trust Company, LLC, a New York limited purpose trust company regulated by the New York Department of Financial Services that provides custody and execution services for the Flourish Crypto accounts, and Flourish Digital Assets LLC, registered in New York as a commodity broker-dealer and provides website and other services and support for Flourish Crypto accounts. Paxos is not an affiliate of Flourish. Flourish Annuities refers generally to the annuity platform operated by Flourish Technologies LLC, where applicable, and to Flourish Insurance Agency LLC in its capacity as a licensed insurance producer providing insurance services related to such platform. Flourish Insurance Agency LLC does business in California under the name Flourish Digital Insurance Agency. An annuity is an insurance contract. Annuities shown on the platform are sold through Flourish Insurance Agency LLC, a licensed insurance producer, with offices in Jersey City, New Jersey, and are issued by one or more approved licensed life insurance companies. The Flourish entities mentioned above are affiliates. Flourish Cash, Flourish Crypto, and Flourish Annuities accounts are separate accounts and only assets in Flourish Cash accounts may be eligible for protection by the FDIC or SIPC. Please review the Legal section of our website, and the disclosures provided with each Flourish service or product, for further information. If you were introduced or invited to Flourish by an investment advisor or other third party, please be aware that, unless otherwise disclosed to you, they are not affiliated with any Flourish entity. The role of the investment advisor or other firm that invited you to Flourish may vary between different Flourish services and products, as further described in your terms of service. © 2024 Flourish. All rights reserved.

* Flourish Annuities refers generally to the annuity platform operated by Flourish Technologies LLC, where applicable, and to Flourish Insurance Agency LLC in its capacity as a licensed insurance producer providing insurance services related to such platform, and where applicable, the individual annuity contracts intended to be purchased by individual clients of registered investment advisors (“RIAs”). Flourish Insurance Agency LLC does business in California under the name Flourish Digital Insurance Agency.

An annuity is an insurance contract. Annuities shown on the platform are sold through Flourish Insurance Agency LLC, with offices in Jersey City, New Jersey, a licensed insurance producer, and are issued by one or more approved licensed life insurance companies. The issuing insurance company, not any Flourish company, is solely responsible for its own financial and contractual obligations. All benefits and guarantees of the annuity contract are subject to the claims paying ability of the issuing insurance company. This is not a proposal or a solicitation to purchase insurance. Flourish Annuities is not available to New York residents.

< Rates displayed here are subject to change at any time, including a downward change.

†† The issuing insurance company, not any Flourish company, is solely responsible for its own financial and contractual obligations. All benefits and guarantees of the annuity contract are subject to the claims paying ability of the issuing insurance company.

† A Flourish Cash account is a brokerage account offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA's BrokerCheck. The cash balance in a Flourish Cash account will be swept from the brokerage account to deposit account(s) at one or more third-party Program Banks that have agreed to accept deposits from customers of Flourish Financial LLC. The accounts at Program Banks will pay a variable rate of interest.

# Federal Deposit Insurance Corporation, National Deposit Rates: Savings [SNDR], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/SNDR, 01/16/2024.

∫ Your advisor may charge fees that are collected from your Flourish account; speak with your advisor for more information. Wire fees may apply.

Ω The cash balance in a Flourish Cash account that is swept to one or more Program Banks is eligible for FDIC insurance, subject to FDIC rules, including aggregate insurance coverage limits. FDIC insurance will not be provided until funds arrive at the Program Bank. There are currently at least 16 Program Banks available to accept deposits for business Flourish Cash accounts and personal Flourish Cash accounts, and we are not obligated to allocate customer funds across more than this number of Program Banks if there is a greater number of banks in the program. Customers are generally eligible for FDIC insurance coverage of $250,000 per customer, per Program Bank, for each account ownership category. Thus, business customers are eligible for up to $4,000,000 of FDIC insurance and personal customers are eligible for (i) up to $4,000,000 of FDIC insurance for an individual account or revocable living trust account and (ii) up to $8,000,000 of FDIC insurance for a joint account with two owners or joint revocable living trust(s). The total FDIC coverage for a two-person household is calculated assuming that each household member has an individual account and that both household members share a joint account. If the number of Program Banks decreases for a customer (for instance, because a customer chooses to exclude Program Banks from receiving their deposits), the amount of FDIC insurance through Flourish Cash could be lower. Typically, all of a customer’s deposits at a Program Bank in the same ownership category (including deposits held outside Flourish Cash or held through multiple Flourish Cash accounts with the same ownership category) count toward the FDIC insurance limit for deposits at that Program Bank. Customers are responsible for monitoring whether they maintain deposits at a Program Bank outside of Flourish Cash and should consider choosing to exclude that Program Bank from receiving their deposits to avoid exceeding FDIC insurance limits. Although Flourish Cash is offered through a brokerage account and cash held in brokerage accounts often has the benefit of SIPC protection, until such time as we offer securities products, customers likely will not have the benefit of SIPC protection. SIPC protection is not available for cash held at the Program Banks. Our current Program Banks can be found here. For additional information regarding FDIC coverage, visit https://fdic.gov/.

§ Flourish Cash currently has a tiered interest rate structure, as set forth in the rate tier summary. We deposit your cash first with one or more of the Program Banks in the tier with the highest interest rate, up to the maximum amount of deposits for that tier, and then continue depositing cash at Program Bank(s) in each successive tier until all cash has been deposited, subject to any Program Bank(s) you have elected to exclude from the Program. Each annual percentage yield (APY) displayed here is effective as of 12/07/2023 and may change at any time. The rates of interest paid by the Program Bank(s) to Flourish Cash customers may be lower than the rate that you could earn by opening a deposit account directly with such bank(s).

◊ Flourish Crypto is an investment account through which investors can trade cryptocurrencies and maintain custody of cryptocurrencies and U.S. dollars. Custody of Flourish Crypto accounts and cryptocurrency trading services are provided by Paxos Trust Company, LLC (Paxos) in accordance with the Paxos Terms. Paxos is a New York limited purpose trust company regulated by the New York Department of Financial Services. Website and other services and support for Flourish Crypto are provided by Flourish Digital Assets LLC (Flourish Digital Assets) in accordance with the Flourish Crypto Terms. Flourish Digital Assets is registered in New York as a commodity broker-dealer. Cryptocurrencies held in Flourish Crypto accounts are not currently eligible for in-kind transfer to other custodians or wallets. Investing in cryptocurrencies involves a high degree of risk, as further described in our risk disclosures. Flourish Crypto accounts are separate from Flourish Cash accounts and assets in Flourish Crypto accounts are not eligible for protection by the FDIC or SIPC.

≈ Assets include Flourish Cash client cash balances held with the Flourish Cash Program Banks and Flourish Crypto client cash and cryptocurrency balances held with Paxos as of 08/01/2023. 

∞ The Flourish business is owned by Massachusetts Mutual Life Insurance Company ("MassMutual"). Flourish Financial LLC and Flourish Digital Assets LLC are indirect, wholly-owned subsidiaries of MassMutual.