For IRALOGIX, 2025 was a milestone year. Not only did the company celebrate its 10-year anniversary, but it was an inflection point for the company as its services matured.
IRALOGIX was founded in 2015 by Pete Littlejohn, Lowell Smith and Joe Hipsky to help wealth firms offer their clients institutional IRAs with no minimums. While the company has enjoyed significant growth over the past 10 years, 2025 was a breakthrough year that places IRALOGIX in a great position as it enters its next decade.
IRALOGIX CEO Peter De Silva attributes its growth to three components. First was organic growth with existing partners, with De Silva noting that its partners continue to send them new accounts helping to grow its partnership network. Second was growth through new partner acquisition supported by a strong pipeline. Finally, IRALOGIX has been busy expanding its services with the launch of several new products, with the defining launch being the first-of-its-kind Workplace Retirement Plan Portal.
One of the testaments to the strong year, according to De Silva, is its ability to scale as the business grows. Often companies can buckle under sudden growth as they try to upgrade their infrastructure to cope, often causing friction for clients. As IRALOGIX leverages its own, internally built technology, it has the flexibility to adapt and scale at its own pace. This has also helped the company release new products. In addition to the previously mentioned Retirement Plan Portal, the team also launched the new Account Holder Portal, which is getting strong customer feedback.
De Silva said, “You might say companies do that every day and that’s true, but what was unique about this is it really wasn’t sort of a lipstick on the platform, it was a complete rebuild. It’ll give us the kind of flexibility and agentic AI embedded in the platform.”
IRALOGIX co-founder and president Pete Littlejohn added, “It takes a while to go from a startup to a company that starts to own a part of the marketplace. I think IRALOGIX is one of the top competitors in this space and we offer a lot of value for the things that we bring to the table technologically, our people, products and all of that. It’s nice to finally see it all come together.”
These achievements are helping IRALOGIX move closer to its long-term goal of expanding beyond its IRA offering and providing its clients with a broader array of financial products that empower them to support customers that do not fit their minimum. De Silva said, “If you can use our platform to address that marketplace effectively and efficiently, that’s powerful.”
A first of its kind platform
The retirement savings landscape is transforming across the US. More states are beginning to mandate that small employers offer some form of payroll deductible savings plan, with nearly half of the 50 states having implemented or proposed rules. Colorado, Connecticut and Maine are among the states with systems in place, while Minnesota and Washington are just a couple of those planning to implement similar mandates.
This has created a surge in demand from small and medium-sized employers looking for solutions that help them meet the changing rules. It is not just them scrambling, as the traditional financial firms are also looking for tools that can help them capture the market opportunity. While payroll IRAs have been around for decades, they are typically manual-intensive paper and excel-based systems that lack the efficiency and effectiveness needed in the modern digital world.
This is where IRALOGIX’s Workplace Retirement Plan Portal comes in. Littlejohn said, “We built a digital front because that’s where the hockey puck is going. We made it very easy for small employers to manage their monies and set up a solution for their employees.”
He added, “It’s been kind of refreshing to see that you got the right business model at the right time, but you also have the government pushing it.”
The Workplace Retirement Plan Portal is a fully digital, white-label platform that modernizes employer-sponsored IRAs through automation, real-time self-service and data handling. IRALOGIX stylizes this as the first-of-its-kind that helps expand retirement access for small and mid-sized employers, who can quickly onboard employees, manage contributions and securely exchange data.
This solution supports both the employers and IRALOGIX’s business partners. The latter gain access to a white-labeled solution to offer alongside their existing offerings. The scalable solution can be tailored to match their own branding and retain full control of the client relationship.
Having launched in August 2025, the platform has already generated a lot of excitement from clients. Littlejohn noted, “It’s gone faster than we expected it to go and it’s certainly made it easy. We’ve always had a digital platform for the employees, and I think the ‘aha moment’ was if we can make it easy for the employer through digital services it was going to go faster and in fact that’s exactly what’s taking place.” This eagerness for the solution has come from both the small employers and larger broker and advisory firms.
There is a big opportunity for wealth firms that can provide seamless access to IRA products, and it will only grow as more state regulators adopt similar mandates. De Silva noted, “No one’s going to be allowed to not have an option for folks to save for retirement and we think this platform’s going to be the nexus of that.”
The retirement readiness gap
As part of IRALOGIX’s growing mission to promote financial wellness, it commissioned a national survey to assess the state of financial awareness in the US. The report gave a score of 57.7 for retirement readiness of the average American household, inferring an elevated risk of those Americans not achieving their retirement goals.
While there are many factors that cause this, such as Americans forced to live paycheck-to-paycheck, a lack of financial education in school and a culture of consumption rather than saving, this has culminated in a market where more support is needed for long-term planning. This is a need that IRAs can support.
Employers can serve as a conduit for financial wellness by offering these IRA products, building trust and loyalty with their staff. The survey found that two-thirds of Americans say access to financial education influences how they choose an employer. Littlejohn said, “I think it’s a great opportunity for the wealth industry to step up.”
Moving into the next decade
The future is strong for IRAs. De Silva noted that while 401(k)s have dominated the market for the past several decades, the tides are shifting and IRAs are increasing their market share. This is partly because investors are taking money out, but also due to government mandates. There are those previously mentioned, but also a rise in federal initiatives, such as the recently launched Trump Accounts, which when broken down is essentially a lifetime IRA.
As IRALOGIX enters its next decade, the company is prepared to continue the strong momentum of the past year. This will include the launch of new products, including offerings of other complementary account types, and a move closer to its mission of becoming a wealth-as-a-service platform.
A key part of its growth plans will be artificial intelligence. AI has been a seismic change for the wealth management sector, with firms spending the past few years experimenting with how it is used. While IRALOGIX is no different, it is not just an addition to the platform, it is central to the company. De Silva explained, “We’re not just using it to build a platform, but how we’re using it to build the experience.”
IRALOGIX leverages AI to automate operations and write code, but unlike others in the market, it is also deploying it to improve the client experience. As such, it is currently experimenting with how AI can improve communication with customers or provide greater financial wellness with AI’s support.
On a concluding note about IRALOGIX’s future, De Silva said, “Think about all the things that you would need as an advisor or a broker dealer or a record keeper to provide a true wealth offering delivered fully digitally, delivered in a modern platform and in a way that’s mutually beneficial to you and your account holders. That’s what we’re trying to build longer term.”
IRALOGIX was recently named in this year’s WealthTech100, which identifies the companies that every leader in the wealth and asset management industries needs to know about in 2026. The full WealthTech100, including profiles on each company, can be found here.
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