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:
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.
† 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, 12/12/2024.
| 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.
1 Capgemini Research Institute. "World Wealth Report. Sail the great wealth transfer: Setting a course to win Next-gen high-net-worth individuals." January 2025.