SMArtX Advisory Solutions

About SMArtX Advisory Solutions

SMArtX Advisory Solutions provides a cloud-native, API-first managed accounts platform targeting the financial services sector. The company was founded in 2017 by Evan Rapoport, an investment management professional with a background in alternative investments and asset management technology. His experience at firms like HedgeCo Networks informed his vision for a more modern, streamlined solution for managing investment portfolios. In August 2023, Rapoport transitioned from CEO to a role on the board of directors, with former President and COO Jonathan Pincus taking over as Chief Executive Officer.

The firm’s core business revolves around its Turnkey Asset Management Platform (TAMP), which automates and simplifies the investment management process for clients such as Registered Investment Advisors (RIAs), broker-dealers, asset managers, and other FinTech firms. SMArtX generates revenue by licensing its proprietary technology to enterprise clients and by offering its platform as an off-the-shelf TAMP solution. The platform's modular, microservices architecture allows firms to either adopt the full suite of tools or integrate specific components into their existing technology stacks.

The platform's key offering is its ability to deliver unified managed accounts (UMAs) that can consolidate various investment strategies, including direct indexing, under a single contract structure. This provides advisors with greater flexibility and personalization at scale. A significant feature is the model marketplace, which, as of April 2025, provided access to over 1,537 strategies from 320 asset managers. The system supports sleeve-level portfolio management, real-time valuation, and automated billing through its BillPro engine. Strategic collaborations and integrations, notably a significant Series D investment from Morningstar in May 2022, have been pivotal to the company's growth and product development, including the enhancement of its direct indexing capabilities.