FinFolio Launches, an API for Wealth Management and Trading

FinFolio Launches, an API for Wealth Management and Trading is a stand-alone REST API for professional wealth managers and their technology teams. It allows them to easily create client portals or wealth management apps using FinFolio’s well-documented APIs. For those unfamiliar with the term, representational state transfer (REST) or RESTful web services is a way of providing interoperability between computer systems on the Internet. REST-compliant Web services allow requesting systems to access and manipulate textual representations of Web resources using a uniform and predefined set of stateless operations. In other words, REST API’s empower deep integrations across web applications.

There are two primary markets for The first is for startups, including roboadvisors. The need to build custodial interfaces to ten or more RIA custodians and broker/dealers can put a strain on a young firm’s resources. With, they won’t have to build it. They can have immediate access to the interfaces that they need. By the same token, building out proprietary portfolio accounting, trading and rebalancing systems can be costly and time consuming. levels the playing field, and it can significantly reduce the time to market for emerging technologies.

The other primary market for is larger RIA firms that want to (a) customize the user experience and (b) have their own technology staff. With, firms can create custom reports, customize their own billing module, create their own robo/digital experience for clients, and much more. is capable of providing the following:

  • Stores households, clients, accounts and securities
  • 100+ financial calculations
  • Rebalance, trade and order management
  • Client billing and payouts
  • 25+ broker and custodian imports
  • Multi-currency engine handles stocks, bonds, fixed income, options and more
  • Detailed, interactive documentation that builds your API calls
  • Integrated job runner for queuing multiple or recurring API calls
  • Install on your own hardware or have FinFolio host it
  • Reconcile your own daily imports or have FinFolio manage them
  • Run stand-alone or with the FinFolio portfolio management app

Calculations can be run at the household, strategy, client or account level. They include the following:

  • Rate of return supports IRR/TWR, Gross/Net/NetNet, Beginning/Middle/End of Day, Precalculated/On-The-Fly and more
  • GIPS-compliant composites
  • A tax engine that calculates cost and gains
  • Fixed income instruments and calculations
  • Powerful filters and groupers for slicing and dicing your portfolios
  • Model “what-if” scenarios such as before/after rebalancing
  • Work with raw JSON data or run pre-configured reports in HTML or PDF
  • Build reports using 20+ report components (when used with the FinFolio portfolio management app)’s trading and rebalancing capabilities are extensive. They include:

  • Rebalancing to powerful models with multiple target tiers (e.g., asset class), model-of-models, tolerance brackets, purchase orders and more
  • SMA trading with strategies
  • UMA trading with multiple sleeves across one or more accounts
  • A tax engine allows harvesting and tax sensitive rebalancing
  • Trading tools to buy/sell blocks for individual securities
  • Order management with block trading via FIX, supporting tradeaways and step outs
  • Pre-trade compliance with equivalency sets, rounding rules, security holding periods, etc.

If it attracts a following, has the potential to launch a new wave of innovative product spearheaded by emerging technology firms. It also has the potential to enable larger firms to further customize their end client experience while driving down operational costs.

For further information, visit:

Joel Bruckenstein
Joel Bruckenstein
Joel P. Bruckenstein, CFP®, is Publisher of the T3 Tech Hub (formerly the T3 newsletter) and the producer of the Technology Tools for Today (T3) Advisor Conference, the only annual technology conference for independent advisors, as well as the Technology Tools for Today (T3) Enterprise Conference. He also hosts other technology summits in partnership with thought leaders in the financial services industry (e.g., Brian Hamburger of MarketCounsel) and his own by-invitation-only fintech summit every summer. In 2020, Bruckenstein will produce for the first time a new one-day intensive called T3 Cyber University. Bruckenstein is an internationally acclaimed expert on applied technology as it relates to the financial service industry. He is the co-author of three books: Virtual Office Tools for a High Margin Practice, Tools and Techniques of Practice Management, and Technology Tools for Today’s High Margin Practice. Bruckenstein’s monthly technology columns appeared in Financial Advisor magazine and Financial Planning magazine for many years. In addition, he works in tandem with industry influential Bob Veres, publisher of Inside Information, to produce an annual technology survey for the financial planning community. Bruckenstein accepted the fifth annual Leadership Award bestowed by Bob Veres' Insider's Forum, a conference that brings together the leading figures of the financial planning profession during a main stage presentation at the Insider's Forum held September 6-8, 2017 in Nashville, TN. Bruckenstein has for more than twenty years advised financial service firms of all sizes on improving their technologies, processes and workflows. For more information about Joel Bruckenstein and the services his firm offers, please visit

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