Flourish Appoints Max Lane as Chief Executive Officer
Change will support future growth and product development
August 23, 2022
NEW YORK — Flourish, a platform which provides innovative access to financial products that help RIAs secure their clients’ financial futures, today announced changes to its senior leadership team. Flourish announced the appointment of Max Lane to the position of Chief Executive Officer, while Ben Cruikshank, former Head of Flourish, will take on the role of President.
A graduate of the University of San Diego and Fulbright Scholar, Lane began his career with UBS on the International Private Equity Services team and has been with Flourish since its creation in 2017. As co-head of the product organization, Lane has been instrumental in crafting Flourish’s multi-product business strategy across Flourish Crypto1 and Flourish Cash,2 which have more than $1.1B in assets under custody.
"I'm thrilled to be taking on this new role within Flourish. We have built a fantastic team, an innovative technology platform, and have a strong and growing customer base, all of which are an outstanding foundation for continuing to build great financial products for the RIA market," said Max Lane. "I'm passionate about building technology to help RIAs secure the financial futures of their clients and am excited to bring them more solutions to help grow and improve their practices."
“As we prepare to offer additional products on our platform, Max is the right person to lead Flourish in the next phase of our evolution,” said Ben Cruikshank, President of Flourish. “I’m looking forward to ensuring we’re delivering an exceptional client experience and continuing to drive growth as we expand the number of advisors we work with every day.”
In the 18 months since its acquisition by MassMutual, the Flourish team has doubled in size to more than 60 members and now counts over 440 Registered Investment Advisors (RIAs) on the Flourish platform, with a combined AUM of over $1.4 trillion. The appointment of Lane to this role paves the way for further growth and the continued development of new offerings for RIAs. Flourish remains committed to its mission to bring independent RIAs access to products and services that are otherwise inaccessible
"MassMutual has a longstanding tradition of developing and promoting talent from within our organization, and I'm pleased to have Flourish continue that tradition. Max is an outstanding leader who combines strategic business acumen and technical knowledge with management skills," said Paul LaPiana, Head of MMUS Product at MassMutual. "Flourish has a bright future ahead and MassMutual is excited to support Max and the Flourish leadership team as they grow the business and innovate to serve the needs of independent RIAs."
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 440 wealth management firms representing more than $1.4 trillion in assets under management. Flourish is wholly-owned by MassMutual. For more information, visit www.flourish.com.