Why Athena
Let AI do the everyday work. Keep your advisors on the advice.
Trading, planning, reporting, billing, client communication, and a client app under your brand all run on one platform, so AI can take the routine work off every part of your practice.
The problem
Smaller clients cost the same to serve
When every question becomes a meeting and every update a manual task, an $80,000 household takes as much work as an $800,000 one. So firms raise their minimums, and the next generation of clients goes somewhere else.
$80,000
Client
Same work to
Onboard · Answer · Supervise
As an
$800,000
Client
On most platforms, that math keeps smaller clients out.
What firms try today
Each tool fixes one piece
None of them change what it costs to serve the next household.
Branded portal and app
Built-in CRM
Account opening
In-platform AI
Many custodians
Digital-first UX
No CRM
None
Basic
Move custody
Portal add-on
Full CRM
Add-on
Agentforce, extra cost
Through third parties
Full client app
Household CRM
Embedded forms
AI-powered
Built on Schwab
Option
Orion & Advyzon
- Client app
Branded portal and app
- CRM
Built-in CRM
- Forms
Account opening
- AI / insights
In-platform AI
- Custody
Many custodians
Option
Betterment
- Client app
Digital-first UX
- CRM
No CRM
- Forms
None
- AI / insights
Basic
- Custody
Move custody
Option
Salesforce
- Client app
Portal add-on
- CRM
Full CRM
- Forms
Add-on
- AI / insights
Agentforce, extra cost
- Custody
Through third parties
Option
Athena
- Client app
Full client app
- CRM
Household CRM
- Forms
Embedded forms
- AI / insights
AI-powered
- Custody
Built on Schwab
What Athena does instead
Everything your firm does, on one platform
Advise
A living plan for every household, Monte Carlo and tax planning for your advisors, and Athena AI answering clients in your firm’s voice.
Invest and operate
Household tax-aware trading overnight on Schwab, fee billing, and reporting, with your team reviewing only the exceptions.
Grow
A client app under your brand that prospects start in for free, ads that open it, and timely, personal guidance that keeps every household close.
Your firm, front and center
Clients see your firm. Not ours.
Athena runs behind your brand, on top of the custodian and systems you already trust.
- Your brand
- On the app, the chat, and every email
- Your custodian
- Schwab stays Schwab
- Your records
- Your books stay where they are
- Your advisors
- Every judgment call is still theirs
- End-user accounts on the platform
- In assets on the platform
- Historical uptime
- AI conversations with clients
No. Schwab remains your custodian, with no repapering, and your books and records stay where they are.