Flourish

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."

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 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.

 

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Flourish is an online platform through which investors can access financial services and products. The services and products offered through Flourish 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 (Paxos), a New York limited purpose trust company regulated by the New York Department of Financial Services that provides cryptocurrency custody and execution services for the Flourish Crypto accounts, and Flourish Digital Assets LLC (Flourish Digital Assets), which is registered in New York as a commodity broker-dealer and provides website and other technology services and support for Flourish Crypto accounts. Flourish Financial LLC and Flourish Digital Assets LLC are affiliates, but are not affiliates of Paxos. Please review the Legal section of our website, and the disclosures provided with each Flourish service or product, for further information regarding each service and product. If you were introduced or invited to Flourish by a third-party investment adviser or other third party, whose name or logo may be shown above, please be aware that, unless otherwise disclosed to you, they are not affiliated with any Flourish entity. The role of the investment adviser or other firm that invited you to Flourish may vary between different Flourish services and products, as further described in the terms for each service or product. © 2021 Flourish. All rights reserved.

1 Flourish Crypto is a cryptocurrency investment account through which investors can trade cryptocurrencies and maintain custody of cryptocurrencies and U.S. dollars. Custody of Flourish Crypto accounts, including all assets in the 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 technology services and support for Flourish Crypto accounts 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 cryptocurrency wallets. If a Flourish Crypto account is closed, the customer's cryptocurrency positions will be liquidated and the customer will receive the U.S. dollar proceeds. Investing in cryptocurrencies involves a high degree of risk, as further described in the risk disclosures section of the Paxos Terms and the Flourish Crypto Terms. Flourish Crypto accounts are separate from Flourish Cash accounts and assets in Flourish Crypto accounts are not eligible for protection by the Securities Investor Protection Corporation (SIPC).

2 A Flourish Cash account is a brokerage account offered by Flourish Financial LLC. Flourish Financial LLC is not a bank. 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 banks that have agreed to accept deposits from customers of Flourish Financial LLC (Program Banks). The accounts at Program Banks will pay a variable rate of interest. If you were introduced or invited to Flourish Cash by a third-party investment adviser or other third party, whose name or logo may be shown above, please be aware that, unless otherwise disclosed to you, they are not affiliated with Flourish Financial LLC and will not provide any advisory or brokerage services for your Flourish Cash account or have the authority to provide instructions on your account.