The TAMP space is racing to tackle a challenge most firms are still grappling with: how to integrate private markets into portfolios without breaking the operational systems advisors rely on. GeoWealth is positioning itself at the forefront with strategic partnerships with BlackRock and Goldman Sachs and $38 million in Series C funding led by Apollo. The GeoWealth unified managed account (UMA) platform delivers what many competitors only promise—bringing public and private investments together in a single portfolio while preserving the customization and control RIAs require.
In conversation with The Wealth Advisor at the 2025 Future Proof Festival, Chief Growth Officer Brendan Falls discussed the firm’s momentum across multiple initiatives—from custom model portfolios to private markets integration—and where GeoWealth heads next.
The Custom Model Portfolio Overhaul
GeoWealth entered 2024 with a clear conviction: custom model portfolios hit the sweet spot for RIAs who want efficiency without losing the personal identity of their practices. Falls believes custom models address one of the advisory industry’s long-standing tensions—how to outsource investment management without sacrificing the brand identity and client-specific approach advisors have worked years to build.
“We were excited to amplify the whole adoption of custom model portfolios, which we think is a key driver in the RIA market especially,” Falls says. “It very much balances that benefit of outsourcing with the personalization of brand identity.”
GeoWealth’s partnerships validate its strategy. BlackRock, Goldman, and Apollo don’t align with technology platforms that can’t deliver. Each brings institutional-caliber investment expertise, and GeoWealth’s infrastructure makes it accessible to independent advisors. The result: RIAs can build portfolios with the sophistication of the largest institutions while maintaining the agility and personal touch of a boutique firm.
Private Markets Meet Portfolio Technology
Private markets now represent a major portion of the economy, and clients increasingly expect access. The challenge has been to blend illiquid investments and complex subscription processes into portfolios that require daily rebalancing and seamless reporting.
GeoWealth is working to solve what Falls calls an “operationally burdensome” problem, driven by the belief that true diversification requires exposure beyond public markets. “RIAs need to think about scalability,” he explains. “So, we’ve been investing a lot, and we’re excited that we’re in market with that ability to combine public and private elements in the same portfolio.”
The firm’s technology edge has always been strong—automation, efficient trading, and exception handling at scale are core strengths. But bringing private markets onto the platform required an entirely new level of engineering. Each investment involves unique workflows: subscription paperwork, capital calls, distribution schedules, and K-1 reporting. GeoWealth’s platform is being built to handle these complexities while keeping portfolios balanced and clients informed. Still, Falls acknowledges the work isn’t finished. “It’s complex,” he says. “It’s operationally burdensome, but that’s why we’re investing so much in it, because we’re believers that to deliver the best investment solutions to clients at this juncture of our economy, they need to be allocated, completely diversified in addition to the public sphere.”
As public markets have become increasingly dominated by a handful of themes, achieving traditional diversification has become more difficult. Private markets provide exposure to distinct return streams, economic cycles, and risk factors. For advisors, the question isn’t whether to allocate to private markets—clients are already asking for it—it’s how to do so efficiently.
The Partner Advantage
Partnerships form the backbone of GeoWealth’s private markets strategy. Large asset managers offer the scale and expertise that most advisory firms can’t replicate on their own. Few RIAs have the resources to fully vet private equity funds, venture capital, or private credit opportunities.
“I think a benefit of using our partners is that their scale and expertise in that space is unmatched,” says Falls. Advisors want more than access to products. “Everyone wants access,” he adds. “They want to allocate, but they want guidance in how to do that. And I think that’s the benefit of our partners. GeoWealth provides the infrastructure to facilitate.”
The platform will provide advisors with three paths into private markets. They can collaborate with asset managers to build holistic models that include private allocations. Later this year, according to Falls, GeoWealth plans to introduce a model marketplace with strategies composed entirely of private elements. Larger firms will also gain the option to create their own private market models within GeoWealth’s system.
“That’s the kind of arc we’re achieving,” he observes. Wealth managers gain the ability to act like asset managers—exercising more control over the investment process while letting technology handle the heavy operational lift.
Customization as Standard Operating Procedure
For GeoWealth, customization isn’t a buzzword—it’s built into the DNA of the platform. Advisors who use it see flexibility as standard, not an add-on.
RIAs, Falls points out, have always valued independence. Free from the oversight layers of wirehouses and broker-dealers, they can move faster and tailor portfolios more precisely. “They can be quick and decisive,” notes Falls, “and having that inherent flexibility and customization, we believe it’s table stakes to provide the service we do to RIAs.”
GeoWealth doesn’t label itself a direct indexing provider, though its platform supports all the familiar tools—tax-loss harvesting, equity customization, and more. “We’re GeoWealth. We’re comprehensive,” he says. The UMA architecture is the foundation: multiple separately managed accounts in a single portfolio, tax overlays, automated rebalancing, equity sleeves, exchange-traded funds, mutual funds, or advisor-managed strategies. And fixed income SMAs are coming by year-end.
“Any of those elements as sleeves, private markets and how you combine them, that’s the customization,” explains Falls. “The scalability in each one of those sleeve elements has its own rebalance, has its own target weight. It’s managed as a component and holistically as part of a model.”
The dual structure gives advisors oversight at both levels. They can manage portfolios entirely in-house, outsource completely, or adopt a hybrid approach. Custom models fall squarely in the middle, creating flexibility to align portfolio construction with the advisory practice’s philosophy.
What Comes Next
Beyond private markets and fixed income expansion, GeoWealth has been investing heavily in tax capabilities. Tools for transition strategies, loss harvesting, and tax budgeting are in the pipeline. Falls also hints at new analytics and data insight features currently in beta.
As the firm continues to expand its capabilities, Falls expresses gratitude toward early adopters, current clients, and new partners who are embracing GeoWealth’s vision. “The main message to the advisor community is that GeoWealth is grateful, and we’re going to keep pushing,” he says.
That relationship-first philosophy extends to the sales process. Advisors can request demos online, usually scheduled with the second conversation. “We really try and bring a personal touch to this,” he emphasizes. “It’s not transactional. So, our team is always super engaged and willing to jump in there.”
Falls is also candid that not every advisor needs what GeoWealth provides. The firm takes a consultative approach, identifying true fits rather than overpromising. “We don’t try and oversell GeoWealth. If a firm has a need, we’re going to tell you the solution we could provide, but it’s really a demand-based sale,” he points out. “We’re trying to engage with clients and future partners that have a demand for our service. For firms that don’t, we wish them well.”
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Disclosures
Information presented on this program is believed to be factual and up-to-date, but we do not guarantee its accuracy, and it should not be regarded as a complete analysis of the subjects discussed. Discussions and answers to questions do not involve the rendering of personalized investment advice or a solicitation. GeoWealth has not been compensated for this communication. This is not an endorsement or testimonial of any product or service. The information provided in this interview is intended for general information and educational purposes only. Investments are not guaranteed and are subject to investment risk, including possible loss of the principal amount invested. Past performance is no guarantee of future results.
Third-party rankings and recognition from rating services or publications are no guarantee of future investment success. Working with a highly rated firm does not ensure that a client or prospective client will experience a higher level of performance or results. These ratings should not be construed as an endorsement of the firm or by any client nor are they representative of any one client’s evaluation. Generally, ratings, rankings and recognition are based on information prepared and submitted by the firm. Unless otherwise noted no fee was paid for consideration of any ranking or award. A more thorough disclosure of the criteria used in making these rankings is attached or is available from the awarding organization.
The tax tools are intended to assist advisors in offering their own tax-efficient advice to clients. These tools do not constitute tax advice from GeoWealth. Advisor is solely responsible for determining whether tax transition tools are suitable for clients and whether the securities held meet the client’s intended investment objective.
