Understanding how Flourish Cash can work for your clients

July 29, 2025

Estimated reading time: 2 minutes

Today’s clients expect their financial advisors to not just help them invest for the long term, but also help them effectively manage near-term finances, including cash. Research shows that investors keep a substantial portion of their wealth in cash¹ and many advisors now see it as their responsibility to ensure that cash is working for the client. Offering clients access to an easy way to manage liquid assets can help support healthy financial habits, facilitate future growth, and establish your role as the advisor for all areas of their financial life.

Clients typically use Flourish Cash^† as the account where they keep the cash they don’t want to sit in a traditional bank account earning next to nothing. It’s an alternative account for the funds that clients want to be easily accessible while also optimizing to earn a competitive interest rate.^§ Here are some use cases where Flourish Cash can be particularly beneficial:

• Household liquidity: For daily expenses, regular bills, and general flexibility, having cash readily available is essential. Flourish Cash can serve as a central hub for these funds. Same-day transfers enable clients to quickly move funds from Flourish to a bank account,^| while Flourish Cash account and routing numbers allow deposits and bill pay to be set up for direct transfers.
• Emergency fund: Financial experts often recommend holding 6-12 months of living expenses in an accessible account for any unexpected situations. Flourish Cash provides a secure place to hold these critical savings, while also ensuring that it still works for the client by earning a competitive rate.
• "Sleep at night" money: Beyond a strict emergency fund, many individuals value having an additional cushion of cash to increase their sense of financial security. This "sleep at night" money provides an extra layer of protection, and Flourish Cash can help manage it effectively.

• Dry powder: For those anticipating investment opportunities, "dry powder" refers to cash held ready to deploy. Flourish Cash can be an ideal holding place while waiting for the right moment to invest.
• Short-term liabilities: When saving for a specific near-term goal, such as a down payment on a home, a significant tax bill, or another major purchase, Flourish Cash offers a secure place to accumulate these funds.
• Windfall: Receiving a large sum, like an inheritance, often prompts a period of careful consideration before making long-term decisions. Holding a windfall in Flourish Cash for 6-12 months, for example, can provide time to develop a thoughtful strategy.
• Business reserves & operating capital: Flourish Cash can be a useful tool for business owners to manage essential operating capital and maintain robust business reserves.

For many clients, cash is often deeply personal and influenced by past experiences or current market sentiment. Whether it's a fear of entering the market or a desire for reduced overall volatility, understanding your client’s comfort level with cash is important. Your role as their financial advisor is to understand their unique perspective and integrate a cash-management strategy into the broader financial plan, ensuring it aligns with the client’s comfort and goals.

Flourish Cash is particularly well-suited for individuals, households, and businesses with cash balances that are currently held outside of traditional investment accounts. Once advisors understand the motivations behind client cash holdings, Flourish Cash enables them to provide a solution for the cash – both to maximize its potential and integrate it into the overall financial plan.

As Flourish President Ben Cruikshank said, “Every single client has cash in a checking or savings account and might be excited to earn more, whether they have $100 or $100,000.” Whatever the reason they are holding cash, Flourish helps you connect your clients with a solution that supports their needs and financial goals. 

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 1,000 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.