OnTrade has launched an AI platform for registered investment advisers, designed to let adviser teams run routine processes such as reporting, tax-loss harvesting scans and portfolio drift detection, with human oversight retained throughout.
The company positions the product as an integration layer, connecting the CRM, portfolio accounting, trading and compliance systems advisers already use, so AI agents can surface recommendations and draft materials for adviser approval.
Who is behind it
OnTrade was founded by Raji Subramanian and Matt Williams, who previously built the home improvement marketplace Pro.com before its sale to Opendoor in 2021.
They were joined by former Bank of America chief investment officer Zachary Harl, and the company's chief technology officer is Jean Bredeche, co-founder of the algorithmic trading platform Quantopian and a former director of engineering at Robinhood.
The Seattle-based company has raised an undisclosed amount of funding from General Catalyst, Madrona and angel investors.
Operating quietly since 2024
OnTrade has been operating under the radar since 2024, emerging publicly at the end of August.
Subramanian, the company's chief executive, said wealth management "does not have a demand problem; it has an access problem," arguing that many people who would like access to wealth management services currently lack it.
A crowded but cautious market
The launch lands in a crowded field of AI-native wealth-tech companies and established vendors, all pitching productivity, compliance and recordkeeping as ways to stand out.
Rather than building another system of record to compete with established platforms such as Envestnet, Orion or Addepar, OnTrade is positioning itself as an operating layer that makes the systems firms already own work together more efficiently.
A deliberately incremental pitch
OnTrade's approach is deliberately incremental, aiming to accelerate adviser workflows and centralise audit trails rather than replace licensed advisers altogether.
That positioning is designed to ease both regulatory and operational adoption, since every recommendation or draft the AI agents produce still requires a human adviser's sign-off before it reaches a client.
