Private Advisor Group introduced Greenhouse this week, a new, all-in-one technology platform for its affiliated independent advisors and their teams.
“Greenhouse was created to further integrate our tech stack with additional experiences and resources,” said Patrick Sullivan, who heads up technology and serves as chief of staff at Private Advisor Group, the Morristown, N.J.-based RIA and LPL-affiliated office of supervisory jurisdiction that manages more than $35 billion in assets.
He said the new platform could be likened to an enhanced resource center with a suite of technology providers, resources and guides to assist advisors in managing the operations of their practice and their regulatory workflows.
Sullivan said the firm continues to support and curate the technology providers that have been part of its core offering, including platforms like Orion, eMoney, Riskalyze and Redtail, and those of its core custodian firms like LPL, Schwab and Fidelity. Greenhouse offers single sign-on to these services, which he added are integral to advisors’ workflows and client service.
There is no fee for PAG-affiliated advisors to use Greenhouse. For third-party technology providers, advisors would still have their own subscriptions with the respective companies.
In addition, Greenhouse has streamlined record reporting and an online community for sharing real-time ideas, crowd-sourcing answers to client and advisor questions, and networking.
“The shift with Greenhouse is not about replacing these tools, but about enhancing efficiency and acting as a home base for advisors to securely access all their essential applications in one place, without the hassle of managing multiple passwords,” he said.
While the firm declined to provide specific details about the cost or budget for the new technology, Sullivan said Greenhouse represents a significant investment and “will remain a key line item in our overall technology budget, as we have made substantial investments for its launch and are committed to future additions and enhancements.”
Greenhouse was partially built in-house with engineering help from outsourced developer Euvic, which is headquartered in Poland. Sullivan said that Private Advisor Group has had a long-standing relationship with the firm.
PAG was co-founded in 1997 by John Hyland and Pat Sullivan as Morristown Financial Group.
