GeoWealth has launched its Private Model Marketplace, a new platform designed to redefine how registered investment advisors (RIAs) incorporate private markets into client portfolios.
The proprietary technology firm, known for its turnkey asset management platform (TAMP), has partnered with leading asset managers including Apollo, BlackRock, Goldman Sachs Asset Management and J.P. Morgan Asset Management to deliver institutional-quality private fund models.
The Private Model Marketplace provides advisors access to professionally managed portfolios made up of semi-liquid alternative products. Unlike traditional “paper” models, GeoWealth’s new platform enables automated rebalancing and cash management, simplifying operations for advisors. The models can be used as standalone solutions or integrated with public models within the same custodial account. To further streamline fund subscriptions, GeoWealth has integrated its workflows with iCapital’s multi-fund subscription process.
GeoWealth CEO Colin Falls said, “While private investments have been available to advisors for years, the industry has yet to introduce a scalable technology framework that enables advisors to seamlessly blend public and private investments in client portfolios. We built the Private Model Marketplace to provide advisors with a turnkey, fully managed solution that delivers private market exposure without the operational burden.
“We believe the industry is in its early days of private markets adoption, and our purpose-built technology will help RIAs meet client demand in these asset classes.”
Through its unified managed account (UMA) technology, GeoWealth’s platform simplifies portfolio management by accounting for liquidity constraints, subscription timelines and cash requirements. The UMA sub-accounting framework enables advisors to combine diverse asset classes within a single managed account, supporting personalisation, diversification and improved allocation efficiency.
Advisors using the Private Model Marketplace will also benefit from GeoWealth’s dedicated service team, which handles portfolio accounting, billing, trading, reporting and rebalancing—reducing administrative complexity and allowing advisors to focus on client outcomes.
GeoWealth SVP, chief investment officer and head of investment solutions Jen Wing said, “GeoWealth has been in market with custom public-private models in recent months, and the launch of the Private Model Marketplace takes that work a step further with the introduction of professionally-managed private market models.
“In today’s market environment, clients are increasingly seeking new sources of diversification and growth within their portfolios. While many advisors recognize the opportunity in private markets, many are uncertain how to implement these strategies effectively, or simply lack the time to do so. By delivering institutional-caliber models with leading asset managers, the marketplace gives advisors a scalable way to integrate private markets into client portfolios.
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