The brand name for Orion Advisor Services, its parent company and related businesses will be brought together and packaged as Orion Advisor Solutions in the fall, when the company plans to make a major product announcement.
“For more than 20 years, the Orion brand has been known as an industry leader for best-in-breed portfolio accounting technology and integrations …,” according to Orion CEO Eric Clarke. “Now, consolidating our tech and investment companies under the same brand challenges even our largest competitors with a more connected, more seamlessly serviced, and all-around better offering.”
Orion’s parent entity, NorthStar Financial, acquired turnkey asset management platform FTJ FundChoice last year; it has $15 billion in assets. It also owns asset manager CLS Investments, which has $9 billion in assets, and Constellation Trust.
The announcement of Orion’s rebranding and related efforts comes about three months after rival Envestnet restructured its operations by forming two business groups: Envestnet Wealth Solutions and Envestnet Data & Analytics.