The Advicent story: a tradition of innovation and success

April 08, 2016 by Katelyn Rattray


About the author

Katelyn Rattray

Senior content marketing specialist

With a background in content marketing, public relations, and social media management in a variety of industries, Katelyn strives to deliver high-quality educational content to advisors in the financial services industry and empower them with tools to boost their marketing efforts through content marketing and technology.

Although the name Advicent has only been around since December 2013, there are decades of financial planning technology experience behind our products. With 47 years of experience, we have been able to develop and refine our suite of products to allow advisors to guide clients through the entire journey of the financial planning process.

Becoming Advicent

The first traces of what is now Advicent began in 1969 when CFP® Gus Hansch sought a better way to assist his clients in the financial planning process. This innovative spirit and desire to improve financial planning led to his development of the software that would become Financial Profiles.

Thirty-seven years later, Emerging Information Systems Inc. (EISI) purchased the software to complement NaviPlan®, its pioneering software solution for financial advisors, planners, and enterprises. In 2011, EISI was acquired by Zywave, a provider of SaaS technology solutions for the insurance industry. One year later, Advisor Briefcase® was released to give advisors modern and flexible client communication options.

Finally, in 2013, Zywave Financial renamed itself as Advicent Solutions and divested its insurance division – solidifying its exclusive focus on the financial services industry. Advicent now serves over 120,000 advisors and some of the largest financial institutions in the world with our industry leading SaaS technology solutions.

Independent, stable, and continuously improving

As an independent company, we have the ability to make quick decisions and remain innovative in our product changes and improvements. Advicent is able to efficiently take customer feedback and make the appropriate improvements throughout our line of products in order to effectively assist advisors in their workflows.

Our product suite is designed to enable advisors to take their clients from prospect to plan. We offer solutions to guide clients through every step of the financial planning process, from very complex high net worth plans to simple plans for beginning investors. The Advicent products are not only designed to satisfy the needs of every type of investor, but are also used in firms of all sizes, from independent advisors to regional banks to enterprise financial services organizations.

Advicent acquired leading Dutch financial services provider, Figlo, to expand its interactive, client-facing technology to strengthen the advisor-client relationship in 2014. The Figlo acquisition led to the release of two new tools in 2015. The first was Narrator™ application builder, followed by the release of Figlo™ to the U.S. market. The Figlo acquisition also expanded the presence of Advicent beyond North America and positioned the company to pioneer the future of financial planning on a global scale.

Advicent is also consistently experiencing growth through our strategic partnerships and our software integrations. Through these partnerships and integrations, we have been able to provide a holistic planning experience to advisors and their clients around the world. We continue to sustain the high quality of our current product offerings, while always working toward new features and capabilities.

Through our innovative product capabilities and dedicated services, we are able to help thousands of financial professionals and their clients understand and impact their financial future. Our mission? To one day enable everyone to achieve this same goal.