At the 2025 Future Proof Festival, Greg Cornick—Executive Vice President of Wealth Management Solutions at Osaic—offered a candid look into the company’s mission, technology transformation, and commitment to delivering scalable growth for financial advisors. Cornick’s insights revealed not only Osaic’s core strategy but also the distinct features that position it as a premier partner to advisory firms navigating today’s complex wealth management landscape.

Defining the Mission: Growth as a North Star

Osaic’s core mission, as Greg Cornick emphasized, is unambiguously growth-centric. “We look at our core mission as kind of our North Star, as a company, is figuring out ways for us to continue to help advisors grow and be more productive, but do it in a way where if they choose us as a partner it’s at a faster pace,” Cornick explained. The firm’s vision is clear: enable advisors to scale their practice efficiently and decisively through partnership with Osaic.

Cornick acknowledged the company’s rapid evolution, noting, “It is fascinating because… some of the rhetoric says, ‘Oh, you’re this M&A roll-up story, you pulled all these broker dealers and RIAs together.’ True. And we did create a bunch of scale from that… about 750ish billion in assets. We do about a billion in EBITDA.” However, Cornick’s focus was not only on achieved scale but also on Osaic’s transformation: “We converted all the platforms, all the brands into a singular entity, stripped out all tech… when I say strip it down to the studs… It allows us to kind of have a… ‘Born on date’—it’s like 2023. It’s not a legacy system, legacy infrastructure.”

A Modern Tech Foundation: The Platform Advantage

This “Born on 2023” infrastructure anchors Osaic’s approach to technology—one purpose-built for rapid adaptation, nimble investment, and continuous innovation. By forming a single, unified digital platform and eschewing legacy self-clearing activities, Osaic reinvests savings directly into advisor productivity tools. “If you’ve got the scale that we’ve got and you can leverage the economics to reinvest back into the business for advisors… you’ve got some flexibility and nimbleness in your platform,” said Cornick.

Among the most celebrated advances are Osaic’s recent investments in artificial intelligence. The adoption of note-taking AI agents, for example, resonated across the advisor community. “They’re over the moon for it, because it takes hours out of time that they have to go in and not only prepare for a client meeting… but, then when you’re with the advisor, you’re not sitting there ensuring you’ve got everything penned. You’re having a conversation. It’s taking all the notes, and then it literally spits it back to you in a way, in a format, a structure that is so… dead accurate, and with follow-ups,” Cornick shared enthusiastically.

This innovation isn’t just about documentation. It’s about freeing up time, deepening relationships, and multiplying client-facing opportunities. “You can create deeper relationships with your existing clients… shorten meetings down… make the practice more efficient. It’s one less thing you have to worry about. And that’s just scratching the surface,” he added.

Flexible Solutions for Every Advisor

Osaic’s model is anchored by both scale and flexibility. The firm’s support covers a “three-by-three grid”—employee advisors, independent advisors, and those affiliated with banks or credit unions, serving client tiers ranging from mass affluent to ultra-high-net-worth.

Cornick described the next phase of Osaic’s growth: “Our job is to take the platform we’ve pulled together and to create solutions, services, a tech stack that’s flexible across all nine of those boxes so that advisors have flexibility and nimbleness on how they operate their business and the clients they support.” This grid approach is backed by firmwide resources, including a management company, insurance, trust, and a platform unified under the “Osaic way” to empower all advisory business models.

Notably, advisors benefit from:

• Unified Digital Ecosystem: A consolidated technology environment removes friction from onboarding, supervision, compliance, and custodial tasks by making previously manual processes fully digital and integrated.
• Marketplace of AI Tools: Intelligent note-taking, smart practice management, and enhanced workflow automation accelerate productivity while staying compliant even as SEC archiving standards evolve.
• Lending and Planning Solutions: Flexible lending programs (including lines of credit backed by non-qualified assets) and advanced financial planning teams empower more robust client servicing at all wealth levels.
• Marketing and Growth Support: An expanded marketing suite, quarterly strategy workshops, bespoke vendor resources, and one-on-one support enable advisors to grow their brand and client base efficiently.

The Art of "Procured Choice" and Differentiation

In an industry awash with digital tools and platforms, Cornick introduced a vital concept: “procured choice.” Osaic’s model isn’t about overwhelming advisors with choices, but rather curating options to optimize operations—while respecting and elevating their independence.

“Our job at Osaic, I would call it… procured choice,” he explained. “We’re gonna help you sort through the masses, and we’re gonna give you a few options we think… probably make the most sense. We still want you to feel and be independent, we’re not gonna make the call for you.” This curated, advisor-first approach balances freedom with nimble partnership—delivering innovation without daunting transition burdens.

Preparing Advisors for the Great Wealth Transfer

Looking to the horizon, Cornick highlighted challenges and opportunities presented by the impending generational wealth transfer. “Numbers are all over the place… next week I’ll be presenting… $105 trillion out of $124 trillion is going to heirs and beneficiaries by 2048. In the next decade, it’s like $70 trillion.” He noted that the needs of new clients inheriting smaller, diversified estates are different from those of previous generations, requiring new planning models and adaptive service approaches.

“You can’t just transfer the blueprint that worked for the $3 million parents to the beneficiaries… you’ve shifted in the grid, and you’ve got to retain all of those folks just to break even,” Cornick observed.

The Takeaway: Why Osaic Matters in 2025

Osaic’s “North Star” shines through a mix of scale, technological investment, advisor flexibility, and relentless focus on productivity. By unifying formerly siloed systems, investing in AI-driven innovation, and focusing on real advisor needs, Osaic delivers on its promise to “enhance lives and legacies”. As Cornick puts it: “It’s our job to get us ready to go to market with this unified Osaic way that we can help advisors grow and be productive.”

For advisors navigating a landscape of unprecedented technological and demographic change, Osaic’s solutions signal not just a new platform, but a new paradigm—one where innovation and advisor independence accelerate together.

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