Orion Fuses Client Portal Into Redtail CRM

Orion Advisor Solutions has “fused” its client portal within the Redtail customer relationship management platform, it announced Tuesday.

The move eliminates “cumbersome manual data entry, and offering clients a simple, distinctive way to manage their wealth and collaborate with their financial advisor,” Orion said in a statement.

It’s the industry’s first CRM with a connected client portal, according to Orion, which acquired Redtail Technology in 2022.

The firm also announced other updates to the Redtail CRM.

Advisors will be able to deploy the Orion Wealth Management mobile app (with white-label optionality), the firm said.

Now, advisors can also launch the Orion proposal generation tool and New Account Wizard directly from Redtail CRM, allowing them to “create and deliver proposals in a fraction of the time while streamlining the account opening process.”

Orion Planning is now accessible in Redtail CRM and new updates allow advisors to “connect their clients’ financial goals with investment performance data, enabling them to create actionable plans that turn aspirations into reality,” Orion said.

Meanwhile, enhancements to Asset Bucketing functionality, where advisors can easily customize the client’s asset dashboard and visualize different “what if” financial scenarios, provide advisors with a system giving them more productive goals-based conversations, according to Orion.

Protect, Live, Dream is the default Asset Bucketing framework. However, advisors now have the flexibility to co-create custom buckets with their clients to build a personalized balance sheet, Orion said.

“The technology team at Orion is hyper-focused on powering a seamless experience and accelerating workflows for advisors and their clients,” according to Trent Mumma, executive vice president of product at Orion.

“This level of advanced integration means we are able to meet the unique needs of any financial advisor, from independent teams to operators and potential breakaway brokers that want to purchase a connected stack in one powerful and convenient package,” he said in a statement.

The enhancements and integrations were all made available with the recently introduced Orion Advantage Stack. In February, Orion announced integrations of its Redtail CRM, Orion Risk Intelligence (formerly HiddenLevers) and Orion Compliance (formerly BasisCode Compliance) solutions, saving advisors time and eliminating the need to constantly switch between systems.

Orion acquired HiddenLevers and BasisCode Compliance in 2021.

“Our teams are constantly ideating and testing ways to support advisors in their independence, simplifying their processes in an all-in-one environment that has never been seen before in the financial services industry,” said Eric Clarke, the founder and CEO of Orion.

The CRM with a connected client portal was “made possible by our acquisition and integration” of Redtail Technology, Clarke said in a statement. “This is something no other CRM provides and will vastly improve the client experience and deepen relationships between advisors and their clients.”

Pictured: Orion CEO Eric Clarke