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At the 2025 Future Proof Festival, a standout theme resonated from the conversation with Brendan Falls, Chief Growth Officer at GeoWealth: empowering financial advisors to focus more on what matters most—client outcomes. In a fast-changing world of wealth management technology and investor expectations, GeoWealth has positioned itself not just as another TAMP (Turnkey Asset Management Platform), but as a comprehensive partner helping advisors thrive through flexibility, scale, and innovation.
From Relationship Management to Growth Leadership
Reflecting on his own journey, Falls described a career built on learning, listening, and translating experience into impact. “Being in relationship management, you learn how to provide good service,” he explained. “You take feedback, act on behalf of clients to make their lives easier, and develop opinions about what works best. Over time, you go from a learner to a consultant—and that evolution now guides how I lead my team.”
Today, as Chief Growth Officer, Falls applies that same philosophy to empowering advisors. “My leadership is about encouraging my team to learn, be consultative, and amplify the journeys of others—just as I was supported in mine,” he said. That culture of continuous development and empowerment echoes throughout GeoWealth’s team and product design.
Building a Platform That Serves Advisors First
GeoWealth’s mission is straightforward yet deeply impactful: to help advisors achieve the best outcomes for their clients. Falls described it as “freeing up advisors to spend more time and resources on activities that truly make clients’ lives better—like financial planning, consistent engagement, and coaching—rather than trading or billing.”
That mission is backed by significant growth and recognition. In 2025, GeoWealth was named TAMP of the Year at the Wealth Management Industry Awards for its innovative Unified Managed Account (UMA) platform. This technology allows advisors to seamlessly combine traditional public market investments with private market assets—a complex integration that once seemed out of reach for many RIAs.
GeoWealth’s flexibility and scalability have earned it a spot among America’s Best TAMPs, with over $32 billion in platform assets and roughly 26% annual growth since 2021. The company’s success is driven by its dedication to helping advisors of all sizes operate with efficiency while maintaining a deeply personalized client experience.
Technology That Solves, Not Overwhelms
Many advisors struggle with platforms that add complexity instead of clarity. GeoWealth’s approach is to simplify operations without sacrificing sophistication. “We’re innovating our model portfolios and advisor portal to make life easier for advisors,” Falls said. “There’s a lot of excitement around our ability to integrate private markets into model portfolios. But what’s just as powerful, though less flashy, is our investment in analytics—using AI and tools like Power BI to deliver actionable business insights.”
This commitment to blending advanced technology with usability shows up throughout GeoWealth’s offering. Its proprietary portfolio accounting system underpins the entire platform, combining portfolio management, billing, trading, and performance reporting in a seamless experience.
Falls noted that the firm is investing heavily in AI—not just for internal workflows, but as a long-term enabler of smarter decision-making for advisors. “We already use AI for data and development, but the real opportunity lies ahead—in helping advisors draw insights from their portfolio management data, financial planning tools, and CRM systems,” he explained.
Partner, Not Platform: Redefining the TAMP Relationship
GeoWealth’s difference lies as much in its philosophy as in its technology. “We don’t want to sell a product—we want to provide a solution,” Falls emphasized. “For example, many RIAs hear the word TAMP and think ‘off-the-shelf models.’ But we support advisors who want to build and manage their own models by providing the operational scalability and integrated technology to make that possible.”
This open-architecture approach enables advisors to preserve their intellectual property while gaining efficiencies of scale. The result? Exceptional retention rates—well above 90%, according to Falls—indicating deep advisor satisfaction and long-term alignment.
The company’s collaborative DNA also shines through its strategic alliances. GeoWealth has partnered with leading asset managers including J.P. Morgan, BlackRock, Apollo, PIMCO, and Goldman Sachs, creating custom model portfolios and hybrid public-private investment solutions that expand access to alternatives for advisors and investors alike.
Customization That Scales
Advisors today face a delicate balance between providing personalized service and maintaining scalable operations. GeoWealth’s platform architecture bridges that gap. As Falls explained, “Clients don’t all look the same—they have different goals and investment philosophies. So it’s critical for advisors to customize portfolios while maintaining efficiency. Through scalable model portfolios, we allow advisors to tailor based on client characteristics while keeping the capacity to serve everyone effectively.”
This capability is further bolstered by GeoWealth’s continuously expanding Model Marketplace, which now offers over 750 third-party strategies from more than 75 asset managers, alongside proprietary GeoWealth models. Advisors can design portfolios across equity, fixed income, alternatives, and multi-asset allocations—all through a unified, intuitive interface.
Preparing Advisors for the Future
As the conversation wrapped, Falls reflected on the future of advisor technology. “Every consultant and reporter is asking about AI,” he said with a smile. “We’re already leveraging AI internally, but the question is how it can most meaningfully serve advisors. The real unlock will come when data from portfolio management, planning, and client engagement all connect to deliver insights that truly elevate advisor performance.”
That forward-thinking approach—balancing innovation with practicality—is at the heart of GeoWealth’s strategy. Backed by $38 million in Series C funding led by Apollo, the firm is well-positioned to extend its capabilities and strengthen its role as an indispensable technology and growth partner for the RIA community.
A Platform Purpose-Built for Growth
In a crowded TAMP market, GeoWealth stands out not just for what it offers, but for why it does. Its integrated technology, customizable portfolio management, and high-touch service model align directly with the evolving needs of financial advisors who demand both autonomy and support.
For Falls, the success comes back to a simple yet enduring principle: helping advisors thrive by enabling them to focus on their highest value—serving clients. That clarity of purpose has made GeoWealth one of the industry’s most dynamic growth stories, and one that continues to shape the future of advisor success.
Advisors looking to simplify their operations, scale efficiently, and deliver exceptional client outcomes can learn more at geowealth.com.
Related: Building Intentional Portfolios: How Ethic Empowers Advisors to Personalize Investing with Purpose