In today’s evolving wealth management landscape, the meaning of advisor independence is undergoing a significant transformation. Jeff Rosenthal, Head of Osaic Advisory Services, shared insightful perspectives at the 2025 Charles Schwab IMPACT Conference that shed light on how Osaic defines independence—not as isolation, but as the powerful combination of choice, autonomy, and the backing of a large, stable platform designed to help advisors thrive.

The Evolution of Independence: Choice, Flexibility, and Strategic Support

Rosenthal emphasizes that independence today goes beyond simply “doing your own thing.” With nearly 11,000 advisors affiliated with Osaic, spanning enterprise RIAs, ensembles, and solo practices, he asserts that independence means having the freedom to run your business in the way that best suits you and your clients.

“At Osaic, we are multicustodial and not owned or run by a product provider. Choice, flexibility, and freedom are the keys to our business and how we serve a multitude of people,” Rosenthal explained. He further highlighted that this approach provides various communities within the organization that cater to different business models, enabling advisors to select a model that fits their unique goals and client base.

This concept of “strategic independence” gives advisors autonomy while benefiting from the resources and stability of a firm built to support their growth. “It’s the freedom to run your business as you need to and serve your clients in your community but backed by the scale, stability, and strength of a larger organization,” Rosenthal said. This ongoing evolution ensures advisors are supported as they grow and adapt to market demands.

Multicustodial Framework: Driving Choice and Operational Efficiency

A central pillar of Osaic’s advisor-centric model is its multicustodial platform, which offers advisors operational and strategic advantages. Rosenthal uses a powerful analogy from his hometown of Atlanta to describe it: “If I’m coming home from my office on the northwest side, I’ve got three choices to go home... You could take the infrastructure that takes you around the city, or one through the city, or back roads. That infrastructure of the multicustodial, the multiclearing, it’s just driving choice.”

By partnering with major custodians like Schwab, Fidelity IWS, National Financial, and Pershing, Osaic ensures advisors have access to a diverse set of technologies, pricing models, services, and product offerings, all integrated under one platform.

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