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Flourish
January 20, 2026
Estimated reading time: 4 minutes
Neal and Allyn Albritton are the husband-and-wife duo behind the second-generation family firm, Albritton Financial Services, an Integrated Partners firm. They’ve built an organization focused on serving fellow business owners and find joy in guiding their clients through moments of change. In this interview, Neal and Allyn share what led them to the business structure and client focus they have today, how their decision to join Integrated Partners gave them access to Flourish Cash,† and the benefits they’ve seen in offering a cash solution to clients.
Flourish: Thank you both for speaking with us today. To start, please give us a brief introduction and share how you work together.
Neal Albritton: We're a second-generation family firm that primarily works with other business owners and their families to help lead them through life's most complicated and rewarding transitions. I act as not only the CEO, but also the Lead Advisor and Joy-Bringer for the firm. Allyn is in charge of pretty much running the business in all ways, shapes, and forms.
Allyn Albritton: We joke that everyone else in the company has client-facing positions, and I will do everything that no one else wants to do. My official title is Chief of Staff.
Flourish: What brought you to wealth management?
Neal: When I graduated college, I asked my dad if I could work for him at the firm. Wisely, he said no and told me that if I wanted to learn the industry, to go elsewhere and gain experience. So, I did that. I ended up being a wholesaler for many years before coming back to apprentice under dad. Then, I was able to purchase the business from him and he successfully retired a handful of years ago. We were fortunate that Allyn kind of landed in our laps.
Allyn: When Neal’s dad asked him to get industry experience outside the family firm, he ended up getting a job in Georgia for an insurance marketing organization that my dad ran. That's how we met and started dating. Then, we moved to St. Louis, where I worked at a Fortune 500 company doing everything from logistics to marketing to price operations. After about 10 years, I was burned out and Neal wanted me to come work with him. I said, “I don't think so. I really like being married.” We kept coming back to it for a year or so.
Neal: Allyn started a consulting business. She was working with other clients, and we hired her as a consultant.
Allyn: And that’s when we decided that we could work together.
Flourish: Tell me a little bit about the firm. What types of clients do you serve?
Neal: Our typical demographic is a high-net-worth business owner or closely-held business owner that's going through some sort of transition. Ideally, that's some sort of exit planning or trying to figure out how to transition their ownership control in the business to Gen 2, Gen 3, or an outside third party. We do a lot of planning work alongside the Integrated Partners team. We're very intentional about the clients we work with. We've capped our practice at 120 households, and we're trying to bring a family office approach to those clients.
Flourish: What do you enjoy about working with business owners?
Neal: For me, it's a couple of things. First, I do enjoy the level of complexity that's involved there, not only in the financial and business side, but also, life in general. I love being able to take all that complexity and distill it down into something very simple for that business owner to follow through with. Second, is the fact that I've been there before. I've gone through that exit transition. I can pass along wisdom to business owners that haven't been through it before. And, at the same time, I get to learn from other business owners all the time.
Allyn: When Neal comes out of meetings with business owners, that's where I see him most excited. He's energized when he’s assessing a client’s situation and can draw parallels or identify differences between them and other clients. He’ll say, “This is just like we did with dad.” Or, “I saw this, but this is a little different. I want to figure this part out.” It really makes me happy to see him so ready to go.
Flourish: On that note, Neal, your job title actually specifies you as the “Joy-Bringer” of the firm. What is the role of joy in financial advising, and how do you strive to inject it in the highs and lows of life that you help clients navigate?
Neal: One of our firm’s cultural guidelines is that we want to find every opportunity to celebrate with our clients, even the small wins, and find the silver lining in every situation. That's part of the joy-bringing component. When clients come to us, they are wildly successful, but there's always some sort of “but” attached to that phrase. Maybe they don't feel confident in their success, or they don’t know what the next step might be in their life or their career. Being able to walk them down the path and be a thought partner alongside them — to put that smile on their face and see how much more they're enjoying life — is a huge joy for us.
Flourish: Allyn, I know that these moments of joy can come more easily when everything's in order and well-organized. Tell me about how your role helps to ensure that joy can be facilitated at every opportunity.
Allyn: Neal is absolutely the joy-bringer of the organization, and I agree — I want that structure that allows him to bring his best self forward. If there's something that's broken within the process, that can be a frustration for him or the clients, and it puts a damper on the overall experience. One of the things that we've really focused on since I began here eight years ago is creating recurring, repeatable processes that elevate any client experience. Since joining Integrated Partners, we've been a lot more intentional about how we're building those systems and how we support those processes. We've heard really great things from clients about our responsiveness, services we're offering, and more clarity around what we're actually able to do for them.
Flourish: There's a lot of research out there that shows that clients are happier when they have larger cash holdings, even if they have a healthy portfolio. I'm curious if you've witnessed this, especially among business owners, where cashflows can be very unpredictable. Have you observed a connection between joy or happiness and cash with your clients?
Neal: I agree with you that — especially with the fluctuations that can come with being a business owner as far as cash flow, distributions, profit, whatever it may be — it's typically smart to have cash reserves in place. It helps to weather the storm or to have that proverbial dry powder in case an opportunity comes along for another business interest or something along those lines. We're big proponents of having strong cash reserves for all of our business owner planning clients.
Flourish: You joined Flourish Cash earlier this year. Was that your first foray into offering clients a cash solution? And what were you looking for it to help you achieve?
Neal: Yes, Flourish was something that we had been asking about for a long time, but we didn’t have access to it with our previous RIA partner. At the time, we were stuck with no options. We wanted clients to have their cash reserves in a safe, easily-accessible place. Money markets are a good choice, but then the clients have to jump through hoops any time they want to withdraw money, and you have to worry about fees that may be occurring inside that account. So, we would default to recommending that clients open an online high-yield account, and we’d ask them to link them to eMoney so we could track everything. With Flourish, we now offer a branded solution that’s currently paying a higher rate than many competitors,§ and it's designed to automatically transmit data into eMoney for us.∆
Flourish: I'd love to hear a little bit about how Flourish has benefited your firm and your clients. What are some of the key benefits that you’ve seen?
Neal: When I think about some of the benefits of Flourish, I appreciate how easy it is to help a client open an account, and that we can prefill applications for clients and make sure it’s titled correctly. Not only is it a high-yield cash account with a competitive rate, but Flourish also offers incredibly high FDIC insurance through the Program Banks.Ω It’s frictionless to transfer money back and forth with your existing bank accounts, again, comparing that to a money market where we have to jump through a few extra hoops.| Another benefit is the fact that it's jointly-branded between Flourish and Albritton Financial Services. The fact that there are no fees is a huge benefit as well.∫∫ It's so simple and transparent for clients to understand. And, I appreciate that we have the ability to transmit that data directly into their financial plan or into Orion.
Flourish: Are you inviting all your clients to open Flourish accounts, or just a selection?
Neal: We have offered Flourish to everyone. When we sat down with clients in the spring, after we joined Integrated Partners, that was one of the agenda topics we brought to the table. Many of them jumped on it right away. And we're doing another communication about it in a few weeks. That messaging is coming from co-branded materials that Flourish has provided us, which is another benefit. It's a very easy sell-in process for the client when they understand, “This is what I'm getting. It's laid out nicely, and it makes sense to me. I've got my cash reserves someplace. This feels legitimate. It feels holistic to my planning.”
Flourish: We love hearing feedback at Flourish, so if you have anything you ever need in terms of materials to support your clients, just let us know. We’re always excited to provide advisors with more.
Allyn: One of the things that was most exciting when we came into the Integrated Partners family and received access to Flourish was that we were finally in an environment that allowed a small, nimble organization like ours the chance to work with other agile groups that saw opportunities and went, “Yeah, we can implement that, we can make that happen.” And it wasn't this huge corporate behemoth that took months, if not years, to correct and write and develop. You guys have been absolutely fantastic about taking our suggestions and making it happen.
Flourish: That’s great to hear. Thank you Allyn and Neal for your time today!
Integrated Partners, Albritton Financial Services, and Flourish are separate and unaffiliated firms. This interview has been edited and condensed for clarity. This material is provided for informational purposes only. The views and opinions expressed in this interview are those of the individual being interviewed and do not necessarily reflect the views or opinions of the Firm or any clients of the firm. The inclusion of any external party in this interview does not constitute an endorsement or recommendation by the Firm. The information provided is not intended as financial, investment, or legal advice and should not be relied upon as such. This feedback may not be representative of the experience of other customers and is not a guarantee of future performance or success.
About Flourish
Flourish builds technology that empowers financial advisors, improves financial lives and retirement outcomes, and delivers new and innovative investment options to advisors. Today, the Flourish platform is used by more than 1,100 wealth management firms representing more than $2.6 trillion in assets under management. Flourish is wholly-owned by MassMutual. For more information, visit www.flourish.com.
† 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.
§ Flourish Cash has a tiered interest rate structure and currently has one tier in effect. Rate and FDIC insurance coverage details can be found in the program summary. We deposit your cash with one or more of the Program Banks, subject to any Program Bank(s) you have excluded. You will earn the highest rate offered by Flourish up to the maximum deposit amount for each tier. Each annual percentage yield (APY) may change at any time. Your advisor may charge fees which impact the effective rate you receive on your cash; you should speak with your advisor for more information. The Flourish Cash interest rate(s) could be lower than the rate that could be earned by opening a deposit account directly with a Program Bank.
∆ An advisor’s ability to view client account information is subject to applicable privacy laws and clients' consent to such sharing.
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. The current list of Program Banks can be found here. Customers are generally eligible for FDIC insurance coverage of $250,000 per customer, per Program Bank, for each account ownership category. FDIC insurance coverage details can be found in the program summary. 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. 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. For additional information regarding FDIC coverage, visit https://fdic.gov/.
| For transfer requests submitted by the applicable deadline, funds will generally be transferred to or from the requested external account by the same or next business day, except for requests submitted on the weekend or on a holiday, which should be completed by the following business day. In some circumstances, transfers may take longer to complete, as further described in your Account Agreement. For withdrawal requests, fund availability is subject to the processing timeline of the receiving financial institution and may not be displayed or available until the end of the financial institution's business day.
∫∫ Advisory firms may charge fees that are collected from Flourish accounts and that may impact the effective rate received. Speak with your advisory firm for more information. Wire fees may apply.
