Edelman Financial Engines Chooses Orion to Scale Personalized Wealth Advice
Edelman Financial Engines has selected Orion as its wealth technology partner, unifying core advisory functions on a single platform as the firm looks to deliver more personalized financial advice at scale.
The collaboration brings portfolio management, trading, data, reporting, and advisor engagement together within Orion’s connected ecosystem, supporting Edelman Financial Engines’ planning teams as they serve one of the largest client bases in U.S. wealth management.
The move highlights a broader shift among large advisory firms toward integrated wealthtech platforms designed to reduce operational complexity and free up advisors’ time for client-facing work.
A Strategic Technology Partnership
Edelman Financial Engines, one of the nation’s largest independent wealth planning and workplace investment advisory firms, said it is leveraging Orion’s ecosystem to streamline internal operations, strengthen collaboration across teams, and improve the overall client experience.
The firm has fully onboarded onto Orion’s platform, positioning the technology as a core part of its advisory infrastructure going forward.
Matt George, Senior Vice President and Head of Product at Edelman Financial Engines, said the partnership is focused on integration and execution.
“This collaboration gives us an opportunity to better integrate our systems, strengthen the tools our planners rely on, and enhance the experience we deliver to our clients,” George said. “We’re fully onboarded to Orion’s platform and excited to accelerate our efforts in the year ahead.”
The announcement signals Edelman Financial Engines’ intention to as a diverseiator, particularly as client expectations around personalization and responsiveness continue to rise.
Takeaway
Unifying the Advisor Workflow
At the center of the partnership is Orion’s connected ecosystem, which brings together multiple functions that have traditionally been handled across disparate systems.
Orion’s platform enables portfolio management and trading, , reporting, and advisor engagement within a single environment. For advisory firms operating at scale, this approach is designed to reduce fragmentation and improve consistency across the client lifecycle.
By consolidating these functions, Edelman Financial Engines aims to simplify day-to-day workflows for planners, allowing them to focus more on planning conversations and less on administrative tasks.
Orion said its system supports household-level preferences, tax awareness, and scalable execution, assisting firms balance personalization with efficiency.
The integrated approach also supports quicker access to data and insights, enabling advisors to deliver more proactive and tailored guidance to clients.
Takeaway
Orion’s Role in Scaling Human-Centered Advice
For Orion, the collaboration reinforces its positioning as a core infrastructure provider to large and complex advisory organizations.
Natalie Wolfsen, Chief Executive Officer of Orion, said the partnership reflects shared priorities around personalization and advisor efficiency.
“Edelman Financial Engines has long been a leader in delivering high-quality, human-centered financial planning at scale, and we’re proud to support the next phase of their journey,” Wolfsen said.
She added that Orion’s mission is to remove friction from advisory operations.
“Our focus at Orion is to simplify complexity so advisors can stay centered on the people they serve,” Wolfsen said. “This collaboration reflects our shared commitment to personalization, better workflows, and meaningful client outcomes.”
Wolfsen said Orion will work closely with Edelman Financial Engines to assist the firm expand its impact while maintaining service quality.
Takeaway
Technology as a Growth Enabler
Orion’s platform is designed to support growth through scalable integration, consistent data, and operational efficiency.
Key capabilities highlighted in the collaboration include tools that simplify rebalancing and execution, while preserving tax sensitivity and client-specific preferences.
The platform also enables real-time data sharing across systems, providing planners with timely insights within their preferred cloud environments.
Advisor engagement tools and the Orion Reporting Suite centralize client data and communications, allowing firms to deliver clearer reporting and more personalized interactions.
According to Orion, this unified experience is intended to boost advisor productivity while improving transparency and engagement for clients.
Takeaway
Why Scale Matters Now
The partnership comes as face mounting pressure to deliver individualized advice to increasingly diverse client bases.
Rising client expectations, regulatory complexity, and competition from digital-first platforms have made operational efficiency a strategic priority.
For large firms like Edelman Financial Engines, scaling advice without diluting quality requires technology that can support personalization across millions of accounts.
By standardizing infrastructure while enabling customization at the household level, platforms like Orion are positioning themselves as foundational tools for next-generation advisory models.
The collaboration also reflects a shift away from point answers toward ecosystems that can support the full advisor-client journey.
Takeaway
Orion’s Expanding Footprint in Wealth Management
Orion is already a major player in the wealthtech space, servicing $5.8 trillion in assets under administration and $133 billion in wealth management platform assets as of December 31, 2025.
The company supports more than eight million technology accounts and thousands of independent advisory firms through its combined brand entities, including Orion Advisor Tech, Orion Portfolio answers, Brinker, Redtail Technology, and Orion OCIO.
According to the company, 17 of the top 20 Barron’s-ranked RIA firms rely on Orion’s technology to power their operations.
The Edelman Financial Engines collaboration further strengthens Orion’s position among large-scale advisory organizations viewking enterprise-grade answers.
It also highlights the competitive dynamics of the wealthtech market, where scale, reliability, and integration capabilities are increasingly decisive factors.
Takeaway
Implications for the Advisory Industry
The Edelman Financial Engines–Orion partnership reflects broader changes underway in wealth management.
As advisory firms grow larger and more complex, technology is becoming less about efficiency alone and more about enabling consistent, high-quality client experiences.
Integrated platforms allow firms to maintain centralized oversight while empowering individual planners with the tools and data they need to personalize advice.
For clients, this can translate into more coherent planning, clearer reporting, and more timely engagement, regardless of firm size.
For the industry, the trend points toward deeper collaboration between advisory firms and technology providers, with long-term partnerships replacing transactional software relationships.
Takeaway
Looking Ahead
With onboarding complete, Edelman Financial Engines and Orion are now focused on execution and expansion.
The firms said they plan to continue working closely to refine workflows, enhance planner tools, and support evolving client needs.
As competition intensifies across the advisory landscape, the ability to personalize advice at scale is likely to remain a defining challenge.
The collaboration positions Edelman Financial Engines to address that challenge with a unified technology foundation, while reinforcing Orion’s role as a central player in the wealthtech ecosystem.
Whether similar partnerships become the norm across the industry will depend on how effectively platforms can balance innovation, integration, and advisor autonomy.
