Trending
In today’s evolving wealth management landscape, the meaning of advisor independence is undergoing a significant transformation. Jeff Rosenthal, Head of Osaic Advisory Services, shared insightful perspectives at the 2025 Charles Schwab IMPACT Conference that shed light on how Osaic defines independence—not as isolation, but as the powerful combination of choice, autonomy, and the backing of a large, stable platform designed to help advisors thrive.
The Evolution of Independence: Choice, Flexibility, and Strategic Support
Rosenthal emphasizes that independence today goes beyond simply “doing your own thing.” With nearly 11,000 advisors affiliated with Osaic, spanning enterprise RIAs, ensembles, and solo practices, he asserts that independence means having the freedom to run your business in the way that best suits you and your clients.
“At Osaic, we are multicustodial and not owned or run by a product provider. Choice, flexibility, and freedom are the keys to our business and how we serve a multitude of people,” Rosenthal explained. He further highlighted that this approach provides various communities within the organization that cater to different business models, enabling advisors to select a model that fits their unique goals and client base.
This concept of “strategic independence” gives advisors autonomy while benefiting from the resources and stability of a firm built to support their growth. “It’s the freedom to run your business as you need to and serve your clients in your community but backed by the scale, stability, and strength of a larger organization,” Rosenthal said. This ongoing evolution ensures advisors are supported as they grow and adapt to market demands.
Multicustodial Framework: Driving Choice and Operational Efficiency
A central pillar of Osaic’s advisor-centric model is its multicustodial platform, which offers advisors operational and strategic advantages. Rosenthal uses a powerful analogy from his hometown of Atlanta to describe it: “If I’m coming home from my office on the northwest side, I’ve got three choices to go home... You could take the infrastructure that takes you around the city, or one through the city, or back roads. That infrastructure of the multicustodial, the multiclearing, it’s just driving choice.”
By partnering with major custodians like Schwab, Fidelity IWS, National Financial, and Pershing, Osaic ensures advisors have access to a diverse set of technologies, pricing models, services, and product offerings, all integrated under one platform. This flexibility also facilitates growth through acquisitions without disruptions or repapering, as advisors can seamlessly incorporate firms using different custodians, greatly easing transitions for clients.
Technology as a Force Multiplier for Advisor Efficiency and Client Engagement
The role of technology is critical as advisor headcounts shrink and client demands increase—a trend Rosenthal acknowledges with urgency. “Technology is integral in driving efficiency,” he noted, describing conversations about AI and how tools like AI note-taking software are already saving advisors significant time on client meeting preparation and follow-up.
Yet he cautions that technology should enhance, not replace, the human element. “We see issues where advisors stop listening because they rely too much on note-taking tools. It’s vital to integrate technology in a way that supports real, meaningful conversations with clients,” Rosenthal said.
Osaic’s platform offers a unified digital ecosystem that streamlines onboarding, compliance, custodial functions, and provides access to a marketplace of AI-driven tools designed to increase productivity while maintaining the personal touch advisors need to build trust and deepen client relationships.
Focused Support as Advisors Grow Enterprise Value and Navigate Complexity
As RIAs expand, there are challenges in maintaining focus and managing growing regulatory and operational complexity. Rosenthal points out the risk of distraction by “shiny objects,” urging advisors to concentrate on their core strengths—client relationships and financial planning.
Osaic addresses this tension by offering scalable resources such as trust companies, insurance services, asset management, and compliance support through its RIA Solutions model, enabling advisors to offload back-office functions and SEC compliance responsibilities. “When the SEC knocks, they knock on our door, not yours, freeing advisors to focus on growth and client service,” Rosenthal highlighted.
This support model also drives enterprise value by reducing costs, for instance, by enabling advisors to share a Chief Compliance Officer role at scale, rather than each having separate costly compliance infrastructure. It also facilitates smoother succession and exit planning by preserving advisor autonomy while leveraging Osaic’s operational backbone.
Preparing for the Future: Flexibility to Meet Shifting Advisor Expectations
Looking ahead, Rosenthal acknowledges the difficulty in predicting market and advisor needs but stresses Osaic’s diversified, choice-driven approach positions it well to remain at the forefront of wealth management innovation. “We’re not betting on one horse,” he said. “We provide advisors the ability to affiliate with a firm that understands they are the client, with a culture and service model tailored to different advisor types.”
From solo practitioners to high-net-worth specialists and retirement planners, Osaic’s flexible platform is designed to support a broad range of advisory business models, all while maintaining independence and choice. The firm’s integrated technology and business solutions roadmap emphasizes adaptability, helping advisors evolve within an ecosystem built to meet their changing needs.
Conclusion: Empowering Advisors to Build Their Legacy
Osaic’s combination of strategic independence, multicustodial flexibility, advanced technology, and operational support delivers a compelling platform for today’s financial advisors. As Jeff Rosenthal summarizes, “The ability to choose how you want to run your business—that’s how we look at independence.”
Financial advisors seeking a partner that can help them scale, innovate, and focus on client relationships without sacrificing autonomy will find Osaic’s platform and solutions uniquely suited to support their growth and legacy creation.
For financial advisors ready to explore how Osaic can empower greater freedom, efficiency, and growth, visit osaic.com today.
Related: Inside Osaic’s New Era: How a Unified Platform and Strategic Innovation Accelerate Advisor Growth