Orion Advisor Solutions has announced a strategic merger with Redtail Technology, combining the No. 1 CRM provider for financial advisors with one of the Big Three platforms for performance reporting and TAMP services. Redtail founder Brian McLaughlin will join Orion as President of CRM and a board member, bringing his deep expertise and market-leading technology to the firm. Redtail commands 60% of the RIA/IBD CRM market, with 110,000 users across 19,000 firms, providing Orion with access to thousands of new clients and integrations.
The merger leverages Orion’s open architecture platform, enabling seamless data sharing and deep API integrations, while Redtail continues serving its existing clients. Industry experts note the deal positions Orion to capitalize on Redtail’s strong market presence, expand upmarket, and enhance CRM offerings in a competitive landscape that includes Salesforce Financial Services Cloud, Wealthbox, and AdvisorEngine.