Oranj Strengthens Digital Advice Platform with Cutting-Edge Rebalancing Capabilities, Acquires Majority Stake in TradeWarrior

Oranj Strengthens Digital Advice Platform with Cutting-Edge Rebalancing Capabilities, Acquires Majority Stake in TradeWarrior

Oranj, a company that builds software for advisors to use in servicing, collaborating, managing and connecting with their clients, has announced that they now have a majority interest in TradeWarrior Software, a provider of institutional-grade investment rebalancing and model management software for financial advisers. The merger will provide independent RIAs, broker/dealers and enterprises with the opportunity to offer state-of-the-art rebalancing functionality for advisors and their clients as part of the Oranj digital advice platform. Deal terms were not disclosed.

“We continue to enhance our digital advice platform with additional functionality for advisors to deliver a customized wealth management experience, which helps them better serve clients and forge stronger connections with prospects,” said David Lyon, CEO and Founder of Oranj. “This acquisition enables us to offer advisers the unique combination of Oranj’s user-friendly and modern front-office capabilities that enhance client interaction, and TradeWarrior’s sophisticated back-office support that streamlines the implementation of investing strategies.”

Layton, Utah-based TradeWarrior brings to Oranj an institutional-grade trading and rebalancing platform that has an intuitive interface enabling advisers to efficiently and accurately execute trades across multiple custodians. TradeWarrior’s algorithms monitor households and accounts, identify tax-loss harvesting opportunities, provide real-time alerts, and support integrations with other industry software providers and custodians.

“TradeWarrior has worked closely with us to simplify trading and rebalancing across our practice, and their technology and support have been key drivers of our ongoing growth,” said Christopher M. Lee, CFP®, Senior Advisor and Co-Owner of New England Capital Financial Advisors. “We are excited about Oranj’s acquisition of TradeWarrior because we now have the opportunity to optimize our front office as well as our back office—by using Oranj’s cutting-edge digital advice platform to better engage with clients and prospects about strategies that TradeWarrior’s institutional-grade software helps us seamlessly execute.”


“TradeWarrior and Oranj were both started by former advisors who wanted to provide members of the industry with powerful, intuitive, and user-friendly technology solutions to improve their ability to service clients and optimize their businesses,” said Damon Deru, Founder and President of TradeWarrior. “We look forward to working with Oranj to bring our tax-efficient rebalancing software to a broader community of independent advisers.”

Deru will continue to lead the TradeWarrior business as President. Lyon will continue as CEO of Oranj, and take on CEO responsibilities for TradeWarrior. To learn more about these digital technology platforms and the benefits they offer the wealth management industry, please visit the Oranj website (http://www.runoranj.com) and the TradeWarrior website (https://www.tradewarriorsoftware.com).

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