Flourish Announces Relationship with Carson Group

Carson Group to Bring Held-Away Cash Solution to its Advisors

/EIN News/ -- New York, April 09, 2025 (GLOBE NEWSWIRE) -- Flourish, a platform that helps registered investment advisors (RIAs) grow by evolving from holistic advice to holistic implementation, today announced a new relationship with Carson Group Partners (“Carson”), a financial advisory network of more than 150 RIA offices and approximately $42B in assets under management. The partnership will bring Flourish Cash, Flourish’s flagship cash management offering, to all Carson advisors.

Carson manages approximately $42 billion in assets and counts more than 52,000 client families in its advisory network. This new relationship reinforces the importance of cash being a part of the client-advisor strategic conversation. 

“Industry research and our own Flourish data confirm that high and ultra-high net worth investors hold about 20% of their net worth in cash. These funds are typically sitting in checking and savings accounts earning next to nothing and often well over the FDIC limits, unprotected from potential bank failures,” said Flourish CEO Max Lane. “While held-away savings are discussed as part of holistic planning, without a specific advisor-centric solution there’s often no follow-through on optimizing reserve cash. This partnership gives Carson advisors an integrated, secure, higher yielding cash option to optimize clients’ held-away cash while also uncovering new assets to drive organic growth.

“Carson is committed to equipping our advisors with innovative financial tools that elevate client results and solve real world needs. Flourish serves to help advisors execute on financial plans, unlocking growth and adding protection,” said Dani Fava, Chief Strategy Officer at the Carson Group. “This partnership strengthens advisor capabilities while seamlessly integrating into existing workflows. The greater visibility into clients’ cash savings offers advisors a route to growth.”

Flourish’s products are built exclusively for RIAs and help financial advisors bring held-away assets into their orbit. Flourish also offers Flourish Annuities, an end-to-end digital annuities solution that makes it easy for RIAs to include annuities in client portfolios.

Over 900 RIAs managing over $1.6 trillion in combined assets trust Flourish to help them fully execute financial plans and bring more assets into their orbit. As a platform that helps RIAs grow by evolving from holistic advice to holistic implementation, Flourish also allows advisors to feature their firm’s branding as well as providing client-friendly marketing materials, premium support, and more.

ABOUT FLOURISH
Flourish builds technology that empowers financial advisors, improves financial lives and retirement outcomes, and delivers new and innovative investment options to advisors. Today, the Flourish platform supports more than $7 billion in assets under custody and is used by more than 900 wealth management firms representing more than $1.6 trillion in assets under management. Flourish is wholly-owned by Massachusetts Mutual Life Insurance Company (MassMutual). For more information, visit www.flourish.com. 

ABOUT CARSON GROUP
Headquartered in Omaha, Nebraska, Carson Group serves financial advisors and investors through its three businesses -- Carson Wealth, Carson Coaching and Carson Partners. Carson Group has created an ecosystem dedicated to helping financial advisors unleash the full potential of their firms by providing marketing, compliance, technology, investment strategies, succession planning, M&A support, and coaching. The company currently manages approximately $42 billion* in AUM and serves more than 52,000 families among its advisor network of 150+ partner offices, including 50+ Carson Wealth locations. For more information, visit www.carsongroup.com.

*Combined AUM of CWM, LLC and NWCM.

Forward Looking Statements

This press release may contain forward looking statements that are subject to certain risks and uncertainties. Actual results, performance, or achievements may differ materially from those expressed or implied.

This feedback may not be representative of the experience of other customers, and is not a guarantee of future performance or success. 

Flourish is an online platform through which investors can access financial services and products. Flourish’s offerings are provided by different entities and are subject to different terms, investor protections, and risks. Flourish Cash is offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA's BrokerCheck. Flourish Annuities refers generally to the annuity platform operated by Flourish Technologies LLC and to Flourish Insurance Agency LLC, and, where applicable, Flourish Financial LLC. Flourish Insurance Agency operates in its capacity as a licensed insurance producer with offices in Jersey City, New Jersey, and does business in California under the name Flourish Digital Insurance Agency, providing insurance services related to such platform. Variable annuities, defined in this context to include Registered Index-Linked Annuities (“RILAs”), are offered through Flourish Financial LLC. Annuities shown on the platform are sold through Flourish Annuities, and are issued by one or more licensed insurance companies. The Flourish entities mentioned above are affiliates. Flourish Cash and Flourish Annuities accounts are separate accounts and only assets in Flourish Cash accounts may be eligible for protection by the FDIC or SIPC. Please review the Legal section of our website, and the disclosures provided with each Flourish service or product for further information. If you were introduced or invited to Flourish by an investment advisor or other third party, please be aware that, unless otherwise disclosed to you, they are not affiliated with any Flourish entity. The role of the investment advisor or other firm that invited you to Flourish may vary between different Flourish services and products, as further described in your terms of service. © 2025 Flourish. All rights reserved.

A Flourish Cash account is a brokerage account offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA's BrokerCheck. The cash balance in a Flourish Cash account will be swept from the brokerage account to deposit account(s) at one or more third-party Program Banks that have agreed to accept deposits from customers of Flourish Financial LLC. The accounts at Program Banks will pay a variable rate of interest. The cash balance in a Flourish Cash account that is swept to one or more Program Banks is eligible for FDIC insurance, subject to FDIC rules, including FDIC aggregate insurance coverage limits. FDIC insurance will not be provided until the funds arrive at the Program Bank. Flourish Cash’s current Program Banks can be found here. For additional information regarding FDIC coverage, visit https://fdic.gov/ and https://www.flourish.com/advisors.

Marissa Arnold
                    flourish@marissaarnoldpr.com