In the media

Flourish CEO Max Lane speaks with the Barron's Advisor podcast

July 9, 2025 

Estimated reading time: 1 minute

Flourish CEO Max Lane recently sat down with Greg Bartalos on the Barron's Advisor podcast to discuss the evolution of wealth management and the emerging Wealth 3.0 paradigm. They discussed:

  • How advisors are evolving from holistic advice to holistic implementation

  • Why clients increasingly expect their advisor to be their single financial relationship

  • The role of technology in enabling comprehensive financial services beyond traditional portfolio management

  • How our recent acquisition of SoraFinance fits into building the first comprehensive assets and liabilities platform for RIAs

As independent advisors face growing pressure to compete with wirehouses and banks, the ability to offer comprehensive financial solutions becomes critical for client retention and organic growth.

 

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 Massachusetts Mutual Life Insurance Company (MassMutual). For more information, visit www.flourish.com.

 

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∫ Flourish Annuities refers generally to the annuity platform operated by Flourish Technologies LLC and to Flourish Insurance Agency LLC, and, where applicable, Flourish Financial LLC. All Flourish entities are affiliates of each other. Flourish Insurance Agency operates in its capacity as a licensed insurance producer with offices in Jersey City, New Jersey, and does business in California under the name Flourish Digital Insurance Agency, providing insurance services related to such platform and the individual annuity contracts intended to be purchased by individual clients of registered investment advisors (“RIAs”). Variable annuities, defined in this context to include Registered Index-Linked Annuities (“RILAs”), are offered through Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank.  

An annuity is an insurance contract. Variable annuities are considered securities. Securities are subject to investment risks, including possible loss of the principal invested. Annuities available on the platform are sold through Flourish Annuities and are issued by one or more licensed insurance companies. The issuing insurance company, not any Flourish company, is solely responsible for its own financial and contractual obligations. All benefits and guarantees of the annuity contract are subject to the claims paying ability of the issuing insurance company. This is not a proposal or a solicitation to purchase insurance and is for RIA use only. Flourish Annuities is not available to New York residents.

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