Jersey City-based TD Ameritrade Institutional is inviting outsourcing inside.

Perhaps lost in all of the technological scuttlebutt at the firm’s National LINC conference in San Diego last week were plans for a marketplace of third-party asset managers on iRebal, its automated portfolio management platform.

Advisors using iRebal will soon be able to access the TD Ameritrade Institutional Model Market Center, a “supermarket” of third-party models to manage client portfolios, announced Danielle Fava, TD Ameritrade’s director of product, strategy and development, on Thursday.

“We thought ‘wouldn’t it be great if advisors could pick from a wide variety of proven models, plug and play?’” said Fava. “You can pick a model right off the shelf, based on your unique client’s needs, from a growing network of managers, and fold it directly into an existing rebalancing process.”

Previously, iRebal users were able to program their own asset allocation models, with TD Ameritrade’s technology providing automated rebalancing services. Now they will be able to mix and match third-party models while still maintaining trading discretion over their client accounts.

TD Ameritrade plans to make the initial strategies within the Model Market Center available free of charge, but did not reveal those strategies at the conference.

In the future, third-party investment managers will be able to charge advisors a fee to access their own models through iRebal, potentially offering a cheap and easy alternative to a TAMP or other institutional investment manager.

“Tech-savvy advisors are taking up the challenge to identify the areas of their business that can be automated, outsourced, and made available to their clients electronically,” said Tom Nally, president of TD Ameritrade Institutional. “These firms are achieving greater scale, they’re freeing up valuable time to spend developing and deepening relationships, we all know is the cornerstone of this business.”

TD Ameritrade will not pose an additional fee for using the Model Market Center.

According to Fava, more than 2,500 firms and 10,000 individual advisors have harnessed iRebal since its 2013 launch.