Mass Mutual’s Flourish Buys Lending Platform Sora Finance
Flourish, a platform tailored for registered investment advisors (RIAs), has acquired Sora Finance, an AI-driven liability optimization tool wholly owned by MassMutual.
Sora’s technology allows advisors to flag opportunities for clients to save money or enhance loan performance across debts like mortgages, HELOCs, student loans, and credit cards. This acquisition is one of the industry’s first platforms to holistically tackle both asset and liability management for RIAs, addressing critical advisor pain points such as client retention, comprehensive service offerings, and appeal to younger, next-generation clients.
San Francisco, CA-based Sora will operate independently for now, maintaining full support for its current advisors and clients, with Flourish aiming to fully integrate its capabilities by early 2026.
Max Lane, CEO of Flourish, highlighted the transformative potential: “For the first time, advisors can now aggregate both sides of the balance sheet to analyze cashflows, optimize existing liabilities, and opportunistically leverage credit at competitive rates via a delightful experience that ‘just works.’”
Led by co-CEOs and co-founders Rohit Agarwal and Siddhartha Oza, Sora’s proactive alerts and debt analysis bring a new layer of visibility to advisors, enhancing their ability to deliver value.
NYC-based Flourish supports over $7 billion in assets under custody and serves more than 900 firms managing over $1.6 trillion in total assets. By folding Sora’s AI-driven liability tools into its ecosystem, Flourish strengthens its position as a one-stop solution for RIAs.
