“This is an evolutionary process,” said Scott MacKillop, the CEO of First Ascent Asset Management in Denver, who has signed on with Oranj. “While traditional business models are slow to change, innovators like Oranj have brought new options to the marketplace that can improve advisor efficiency while lowering client costs.”

Since January, Oranj said it has met in person and virtually with some 700 advisory firms interested in its service. Some big names in the financial industry have signed up and have seen significant growth in assets from advisors.

“Providing advisors with a wide range of tools and capabilities to help them successfully generate positive investment outcomes for their clients is a core commitment for us,” said Matt Straut, head of RIA Distribution for OppenheimerFunds. “This partnership with Oranj is an exciting opportunity that better positions us in support of that goal.”

Oranj also continues to invest in the technology of OranjMAX, including the TradeWarrior trading and rebalancing tools and other portfolio management features for advisors, the company said in a release. The firm also said it will be hiring more software developers in 2018 to continue with innovative features and increase its regular updates to the OranjMAX and TradeWarrior platforms.

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