Holistic Planning Moves $450M to Altruist in Custody Switch — Altruist Corp

Event summary

Holistic Planning, a Texas-based advisory firm with $1.25B AUM, is moving $450M in assets to Altruist as its preferred custodial partner.
The firm cited Altruist’s integrated software, real-time API connectivity, and access to alternative investments as key factors in the decision.
Holistic Planning plans to integrate Altruist’s capabilities into HolisticOS, its agentic operating system for financial advisors.
The transition includes adoption of Hazel, Altruist’s AI engine for wealth managers.

The big picture

This partnership underscores the growing demand for integrated, tech-driven solutions in wealth management, particularly among independent advisory firms. The move highlights Altruist’s ability to attract high-growth firms with significant AUM, positioning it as a key player in the custodial space. The integration of Hazel and the alternatives marketplace could further differentiate Altruist in a competitive market.

What we're watching

Integration Pace: How quickly Holistic Planning can integrate Altruist’s capabilities into HolisticOS and extend them to other independent RIAs.
Market Expansion: Whether Altruist can leverage this partnership to attract more advisory firms with similar tech-forward visions.
Alternative Investments: The impact of Altruist’s alternatives marketplace on Holistic Planning’s portfolio management and client offerings.