In 2023, Osaic—formerly Advisor Group—embarked on a journey to unify its technology infrastructure across nine acquired firms. Central to this transformation was a strategic partnership with Envestnet, aimed at creating a cohesive, advisor-centric platform. Senior leaders at Osaic, including Shannon Larson, Senior Vice President of Platform Management and Product Development, and Catherine Knopf, Senior Vice President of Advisory Consulting, partnered with us to share insights into this collaborative endeavor.
A vision for unified excellence
After so much growth, Osaic's mission was clear: to provide advisors with a streamlined, efficient platform without compromising their independence. By integrating Envestnet's Wealth Management Platform (WMP) as the backbone of their wealth management services, Osaic empowered advisors with tools for onboarding, trading, and reporting, all within a unified ecosystem. Their goal is to provide a frictionless experience for advisors on the platform.
“Envestnet is not just a platform provider or tech provider for us. Envestnet is also an asset management arm, and it is also a service provider.”
Catherine Knopf, Osaic
Balancing standardization with flexibility
Consolidating multiple firms into one unified ecosystem introduced its fair share of complexity. Rather than forcing an abrupt overhaul, Osaic took a thoughtful, measured approach to change.
They introduced new features gradually through phased rollouts, allowing advisors the time they needed to explore new tools without disrupting their day-to-day client work. To further ease the process, they enabled toggle options that let advisors seamlessly switch between legacy and new interfaces so they could transition at their own pace and maintain continuity. Importantly, Osaic also prioritized advisor feedback loops, gathering input early and often so that they could continually refine and improve the platform based on real-world usage. This combination of deliberate pacing, flexible user choices, and active listening created an environment where advisors felt supported rather than rushed. Ultimately, this ensured that while the technology was unified and more efficient across the board, advisors could still personalize their workflows to fit their practice and serve their clients in the most effective way.
“Even positive upgrades can be met with resistance; successful adoption strategies included phased rollouts and toggle options.”
Shannon Larson, Osaic
Empowering advisors through collaboration
Osaic’s partnership with Envestnet wasn’t merely a matter of implementing new technology—it was also a deeply collaborative, people-centered effort. From the outset, both firms understood that even the most advanced platform would only succeed if advisors felt confident and supported in using it. That’s why they invested heavily in developing training programs that equipped advisors with the knowledge and hands-on practice to make the most of new tools. These sessions weren’t one-off; they were ongoing and tailored to address different skill levels and business models, allowing advisors to gradually build their expertise.
Equally important was creating an open, two-way channel for feedback sessions. These regular conversations with advisors ensured that the platform continued to evolve in a way that was grounded in real-world practice rather than abstract theory. Every rollout was followed by listening sessions where Envestnet and Osaic could hear what was working well, what felt clunky, and what advisors wished they had at their fingertips.
That commitment to prioritizing enhancements based on advisor and client needs kept the platform dynamic and responsive. It wasn’t about chasing the latest tech trends; it was about focusing on the features and capabilities that would have the most tangible impact on client service. By building continuous advisor input into the process, Osaic and Envestnet ensured that every update made the tools not only more powerful but also more intuitive, helping advisors deliver the kind of personalized, seamless experience their clients deserved.
A model for industry transformation
With a solid foundation now in place, Osaic is well-positioned to take its next strategic steps. The firm is focused on expanding its RIA channel by offering tailored solutions that help independent advisors grow and differentiate their practices. At the same time, Osaic aims to enhance its institutional partnerships to deliver a consistent, high-quality experience across diverse client segments.
Osaic’s transformation underscores the importance of a few key principles that will continue to guide the way forward:
- Strategic partnerships: Collaborating with technology providers to achieve shared goals
- Advisor-centric design: Building platforms that prioritize the needs of those who use them daily
- Adaptive change management: Recognizing that successful transformation requires flexibility and responsiveness
We’re proud to support Osaic in its mission to empower advisors and deliver exceptional client experiences.
See how you can leverage Envestnet wealth management technology to grow your business at www.envestnet.com.
