Introducing Flourish Lending:
Built for RIAs, their clients, and this moment

March 17, 2026

Estimated reading time: 3 minutes

Dear Advisors,

We have officially launched Flourish Lending^◊ — and I couldn’t be more fired up. 

Twelve months ago, SoraFinance decided to join forces with Flourish with a clear conviction: independent advisors deserve private-bank-like capabilities to deliver truly holistic wealth management to their clients. Flourish already has the leading cash management solution in the advisory space, one that is used by thousands of advisors and tens of thousands of clients — but they needed lending capabilities to fully deliver on that promise. From the beginning, we were clear about our standard. If we were going to build lending for RIAs, it had to give them a way to play offense, not just participate. That meant prioritizing two non-negotiables: 

• First, pricing that stands up to — and often beats — wirehouse relationship pricing. If advisors are going to compete for the full balance sheet, the rates have to be unquestionably competitive.

• Second, a premium, advisor-centric experience worthy of the relationships RIAs have built: seamless, digital, intuitive, transparent, and high-touch for both clients and advisors.

Today, as General Manager of Flourish Lending, that conviction becomes reality with the integrated Flourish Cash^† and Flourish Lending platform. And the timing couldn’t be better. Mortgage rates are dropping below 6% for the first time since September 2022. After years of rising rates and frozen transaction volume, we’re entering a new cycle. Spring home-buying season is here. Refinance conversations are coming back. Advisors need to be ready.

Flourish Lending is about creating a durable competitive advantage for advisors and showing up when clients are making one of the most emotional financial decisions of their lives. 

For too long, lending has been the quiet advantage of the wirehouses. Relationship pricing. Integrated banking. Seamless referrals. It’s often the hidden reason advisors lose assets — or lose entire relationships. One story that stuck with me:

An executive at a major RIA recently shared that she transferred hundreds of thousands of dollars in assets away from her own firm to a bank to secure better mortgage pricing. If a senior RIA executive needs to move assets for relationship pricing, what’s stopping clients from doing the same? We’ve heard versions of this story again and again.

And it’s accelerating. In the last four months, Wealthfront, Betterment, and Robinhood have all announced mortgage solutions as part of their ecosystems even as they move upmarket. The reality: these programs come with a minimum asset requirement. While these platforms may not be poaching your top tier today, they are capturing the next generation of wealth. Independent RIAs must evolve or risk becoming a legacy solution in a digital-first world.

Clients increasingly expect holistic advice and solutions for that advice. The shift toward delivering a family office experience to all clients is real across taxes, trusts, planning, and of course, lending. Beyond delivering immediate value, a holistic approach integrates clients into your broader ecosystem. By offering personalized solutions, you effectively defend your current book of business while opening new avenues for growth. 

Buying a home is one of the most emotional — and financially meaningful — decisions a client will ever make. Historically, advisors have often been sidelined in that moment. We think that’s a huge miss. 

In a typical year, around 8% of an advisor’s client base will have a residential lending transaction.¹ Over the next few years, that number is likely to rise as pent-up demand meets falling rates. That’s a growth lever and it’s also a generational bridge. Helping the children of existing clients buy their first home is one of the most concrete ways to build next-generation relationships. 

The advisors who show up in these moments win long term, deliver client savings, and are significantly more likely to drive organic referrals. 

We built a lending platform specifically tailored to the needs of RIAs and their clients:

1. Market-leading pricing

Clients want low rates. Our approach gives clients access to rates directly from capital market providers, pairing that with streamlined underwriting to eliminate unnecessary, costly layers. The result: highly competitive pricing across primary homes, second homes, and investment properties up to $10M.^‡

We know advisors are competing against wirehouse relationship pricing. So we built for that reality. Great pricing isn’t marketing copy — it’s the bar. We are excited for advisors and clients to price loans on our platform.

2. Refinance monitoring, built for advisors

More than 20% of outstanding U.S. mortgages today carry rates above 6.00%.² As rates fall, opportunities to refinance are surfacing quickly. For the first time, RIAs can seamlessly monitor these refinance opportunities across hundreds or even thousands of end-clients, allowing you to deliver actionable "wow" moments to clients while driving increased cashflow over time — which could increase brokerage assets — over time.

3. A true family-office experience

Advisors can support clients with applications, upload documentation on behalf of clients, and have a live status view on where exactly every client loan is in the application to closing process. Flourish can even prefill applications using known client data to help shrink closing times. This isn’t “send your client to a call center.” It’s a premium, advisor-centric experience driven by our platform and in-house Flourish Lending loan officers. 

Over the past five years, rising rates created significant pent-up demand. Transactions slowed. Refinances disappeared. Many clients simply waited. But now, as rates normalize and break the 6.00% threshold, we’re entering a new phase. Advisors who are prepared will deepen relationships, defend against banks and wirehouses, and capture new assets from friends and family of satisfied clients. 

Those who aren’t, risk losing assets — sometimes permanently.

As advisors transition into Wealth 3.0, lending is no longer a nice-to-have. Clients increasingly assume their advisor can help coordinate the full balance sheet — and we believe advisors who differentiate with lending capabilities will win prospects at a higher rate. 

We built Flourish Lending for RIAs and their clients with the aim to further reset what’s possible in the mortgage industry with unbeatable pricing, clear communication, fast closings, and technology that enhances — not replaces — the human experience. The mortgage industry hasn’t meaningfully improved the client experience in decades. That’s an opportunity. And we intend to take it. 

In the Flourish portal, advisors are able to:

• Scan real-time rates
• Support the loan application process
• Monitor refinance opportunities
• Track loan status — all within Flourish

To learn more about the platform, visit www.flourish.com/advisors/lending.

This has been more than a product build. It’s been a deliberate push to give independent advisors the tools they need to compete — and win — in moments that matter most.

Rohit Agarwal 
General Manager, Flourish Lending 

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.