Custodial platform
Charles Schwab
Open and fund, household reads, trades, alerts, cash requests, and fee billing against Schwab accounts. The investing overnight run uses this connection.
Integrations
Schwab holds the accounts. The rest of the stack feeds the household.
The only custodial platform we connect today is Charles Schwab. Athena does not replace the custodian, or the books and records. Mission Control is the household CRM. Wellness, workplace plans, ads, email, and Athena AI run on the connections below.
Book a demoCustody
Charles Schwab is the custodial connection.
Accounts, trades, cash, and billing that go through the custodian use Schwab. Athena supervises the household and carries out the investment policy. Schwab remains the books and records for those accounts.
We do not list other custodians here because they are not wired. If your book sits somewhere else, that is a talk-to-us conversation, not a logo on this page.
Wellness
The household view is built from accounts, work, credit, and the plan.
These connections fill the wellness app so a prospect or client sees net worth, cash flow, debt, credit, and next steps without the advisor typing it in.
Plaid
Clients link bank and investment accounts. Athena uses that for net worth, cash flow, transactions, and verification. The firm does not stand up Plaid on its own.
TransUnion
Credit score, factors, and report context for the debt and credit surfaces, and for guidance that should not ignore the score.
Finch
Employment and payroll from the workplace system, so income, eligibility, and roster changes show up on the household.
Dropbox Sign
Embedded e-sign for account-opening paperwork. The client signs in the flow. The signed packet stays with the request.
Mortgage quotes
Rate quotes in the app through Banking Bridge and the mortgage partners behind it, so a refinance or purchase sits next to the rest of the plan.
Finnhub
Quotes and security reference data for holdings, classification, and the investing and planning surfaces.
Workplace retirement
Recordkeepers are how a workplace plan joins the household. They are not another custodian.
These connections map a participant’s workplace plan into the same household as linked accounts and Schwab. They are for eligibility, contributions, and allocations at the recordkeeper, not for running the advisory book.
Principal
Workplace plan data and participant sign-in, so contribution and allocation advice can see the actual plan.
Vanguard
Workplace plan connectivity for participants that already live on Vanguard recordkeeping.
Transamerica
Workplace plan connectivity for contribution elections and allocations on Transamerica recordkeeping.
Schwab workplace
Schwab as a recordkeeper for workplace participants, separate from Schwab as the advisory custodian.
Ad tech
Ads publish, bid, and retarget on the same six platforms the story names.
Creative goes through a compliance check and advisor approval, then ships. Clicks land in the wellness app, not a form. The bidder uses app opens, Athena AI, linked accounts, and funded status. See Ad tech and from ad to wealth client.
Search and YouTube-adjacent demand. Publish the approved ad, measure the click, and retarget people who reached the app and have not funded.
Professional audiences. The same approved creative, the same landing in the wellness app, the same funded-or-not retargeting.
Facebook and Instagram
Meta placements for the same campaign. Prospect clicks go to the firm-branded app. Click-not-funded comes back as a retarget.
TikTok
Short-form placement for the same approved ad. The conversion is still an app session, not a form fill.
YouTube
Video placement on Google’s stack. The click still has to become a client in the app, then a funded client later.
What the bidder sees
App opens, Athena AI, linked accounts, and funded. That is first-party signal, not a cookie on the firm site.
Email and billing
Messages and money movement use rails you already know.
SendGrid
Delivers firm-branded email for lead conversion, ongoing advice, and notices. The household record is in Mission Control. SendGrid is the send path, not the CRM.
Stripe
Card and checkout when the firm bills a client through Athena. Agreements and advisor payouts still start from the signed agreement. See Billing.
Athena AI and the platform
Models explain the numbers, the engines decide them, and the cloud is how it stays up.
Athena AI routes across providers. Firm-voice answers sit on the household. Methodology and engines still make the money decision. Detail on supervision lives on Security.
OpenAI
GPT models for firm-voice answers, drafts, and structured work, including through Amazon Bedrock Mantle when that is the path.
xAI
Grok models in the same router, for the same household context and the same escalation rules.
Gemma through Amazon Bedrock Mantle, when that is the model in the mix.
Amazon Web Services
The cloud the product runs on, including Bedrock Mantle for governed model access.
Datadog
Monitoring and real-user telemetry so the platform stays visible as client volume grows.
Questions this usually raises.
Is Schwab the only custodian?
Yes, today. Charles Schwab is the custodial platform we have wired. Other names are not on this page because they are not live. Ask in a demo if your book is somewhere else.
Are Principal, Vanguard, and Transamerica custodians here?
No. Those connections are workplace recordkeeping. They bring a participant’s plan into the household. They do not run the advisory book.
Do you replace our CRM?
Mission Control is the household CRM. Athena does not replace the custodian, or the books and records.
Are all six ad platforms live for every firm?
The product story is Facebook, Instagram, TikTok, Google, LinkedIn, and YouTube. Rollout for a given firm is a talk-to-us item. See Ad tech.