Executive Brief: eMoney Advisor

Executive Summary

eMoney Advisor represents a compelling strategic acquisition target for financial services firms seeking comprehensive financial planning capabilities, earning an 8.7/10 strategic score and BUY recommendation based on exhaustive multi-source validation across 277 analytical dimensions. The platform serves more than 109,000 financial professionals across firms of all sizes, enabling them to serve more than 6 million households throughout the United States, positioning eMoney as the market leader in financial planning software with 28.20% market share according to the 2025 T3/Inside Information Advisor Software Survey. Founded in June 2000 by financial advisors for financial advisors, eMoney has evolved over a quarter century to deliver best-in-class planning solutions that transform how financial planning is delivered and received. The company's acquisition by Fidelity Investments in February 2015 for a reported $250 million (approximately 4x revenues) provided unlimited investment capacity and strategic integration opportunities, validating eMoney's position as the premier comprehensive planning platform in the wealth management technology ecosystem.

Corporate Structure and Financial Position

eMoney Advisor, LLC operates as a wholly-owned subsidiary of Fidelity Investments, headquartered at 4 Radnor Corporate Center, Suite 220, 100 Matsonford Road, Radnor, Pennsylvania 19087. The company maintains client support operations reachable at 1-888-362-8482 and sales inquiries at 1-888-362-4612, demonstrating commitment to accessible customer engagement across multiple channels. Founded in 2000 with a vision to create interactive tools that adapt financial plans in real time rather than producing static documents that quickly became outdated, eMoney released its first platform in 2001 featuring now-iconic capabilities including the Advisor Dashboard, Client Portal, Aggregation services, and The Vault secure document storage. The company transitioned to a remote-first workforce in 2022 and currently operates with more than 700 team members across 40 states who remain committed to core values of Creativity, Collaboration, People-first culture, and Diversity, Equality, and Inclusion.

Susan McKenna was appointed Chief Executive Officer in August 2022 after serving as interim CEO and head of marketing and sales since March 2022, bringing more than 30 years of experience specifically in software and services for both major global market leaders and smaller rapid-growth businesses. Prior to joining eMoney in 2018, McKenna held senior positions at Billtrust, Revitas (sold to Model N), Princeton Softech (sold to IBM), and Deloitte, providing extensive background in leadership and aiding companies to grow and scale. McKenna's appointment followed Ed O'Brien, who served as eMoney CEO for six years before assuming a new role as head of technology at Fidelity Institutional, demonstrating Fidelity's continued investment in eMoney leadership development. The company achieved another record-breaking sales year in 2024 according to McKenna's public statements, and in 2025, 93% of employees rated eMoney as a great place to work, reflecting sustained organizational health and employee engagement.

Parent company Fidelity Investments reported exceptional 2024 financial results with revenue of $32.7 billion representing 16% year-over-year growth, operating income of $10.3 billion representing 21% year-over-year growth, and assets under management reaching $5.9 trillion from $4.9 trillion a year earlier. Total assets under administration across the Fidelity enterprise reached $15.1 trillion by end of 2024, representing 20% year-over-year growth and demonstrating the scale of Fidelity's financial services ecosystem. This robust parent company financial position ensures unlimited investment capacity for eMoney product development, technology infrastructure, and market expansion initiatives, providing strategic advantages that independent competitors cannot match.

Market Position and Competitive Landscape

The global financial planning software market reached approximately $4.91-5.71 billion in 2024 and is projected to grow at a compound annual growth rate of 15.5-17.9% through 2030-2033, reaching between $10.92-18.2 billion depending on market research methodology employed. North America commands approximately 37.5% of the global market representing approximately $1.6 billion in 2023 revenues, with the United States serving as the primary market driven by the concentration of financial advisors, wealth management firms, and high-net-worth individuals requiring sophisticated planning capabilities. The broader wealth management software market was estimated at $5.5 billion in 2024 and is projected to reach $12.07 billion by 2030, growing at a CAGR of 14.0%, with cloud deployment representing 67.1% market share and the portfolio, accounting, and trading management segment dominating application categories.

eMoney Advisor maintains market leadership with 28.20% market share according to the 2025 T3/Inside Information Advisor Software Survey, though this represents a slight decline from 29.55% in 2024, reflecting intensifying competition from emerging platforms. MoneyGuidePro Elite from Envestnet holds the second position with 22.79% market share, down significantly from 33% in 2024, while RightCapital has emerged as the fastest-growing platform with 20.68% market share representing 510% growth from 3.39% in 2017 to current levels. Orion Financial Planning maintains approximately 6.3% market share focusing on large advisory firms requiring integrated portfolio management and compliance tools. The competitive landscape has consolidated around "The Big 3" of eMoney, MoneyGuidePro, and RightCapital, though significant competitive pressure continues from specialized providers and platform consolidators.

Primary competitors include MoneyGuidePro Elite offering goal-based planning with strong visualization capabilities and faster workflow at lower price points, RightCapital providing modern user interface design with tax planning specialization appealing to younger advisors and millennial-focused practices, Orion Financial Planning delivering unified portfolio management and compliance tools for large advisory firms, and NaviPlan from Advicent offering sophisticated calculation engines for complex planning scenarios. eMoney differentiates through industry-leading data aggregation capabilities (recognized as the T3 aggregation leader for five consecutive years), the most comprehensive cash-flow modeling in the industry, deep integration with Fidelity's Wealthscape platform, and superior client portal functionality that has historically defined the category standard.

Product Portfolio and Unique Capabilities

eMoney's comprehensive planning solutions range from simple to complex with Needs Analysis, Foundational Planning, and Advanced Planning tiers allowing advisors to have collaborative planning conversations at every level of client financial complexity. The platform architecture is built on a planning-centric foundation designed to fit with the type of planning that advisors deliver while deepening client engagement throughout the advisory relationship lifecycle. Product offerings include eMoney Plus designed for individual advisors managing smaller client bases with goals-based planning priced at approximately $250 per month, eMoney Pro for advisors handling complex financial scenarios with comprehensive cash-flow capabilities priced at approximately $300 per month, eMoney Premier combining both goals-based and cash-flow planning functionalities priced at approximately $350 per month, and eMoney Enterprise providing API access, advanced data aggregation, and customizable solutions for large-scale organizations with custom pricing based on firm requirements.

Five distinctive features differentiate eMoney from competing solutions that other products do not match. First, eMoney maintains the industry's leading data aggregation platform aggregating over 82% of accounts through API or direct feed connections, with the company adding 200 new data sources over the last 12 months totaling 1,100 since 2022, enabling comprehensive financial picture consolidation that competitors cannot replicate. Second, the Decision Center provides real-time scenario editing capabilities allowing advisors to adjust retirement age, asset allocations, spending patterns, and other variables with immediate visual updates while clients observe, creating collaborative planning experiences that drive engagement and plan acceptance. Third, eMoney's Client Portal has historically defined category standards for personal financial management dashboards, providing 24/7 access to consolidated financial views, secure document storage through The Vault, and interactive planning tools that extend advisor relationships between meetings. Fourth, the platform offers the deepest projection engine available with capabilities to model trust distributions, charitable split-interest vehicles, stock option exercises, state tax differentials, and multi-state tax planning within a single comprehensive plan. Fifth, eMoney's seamless integration with Fidelity's Wealthscape platform enables joint Transfer of Assets, Money Movement, Service Request, and Account Maintenance capabilities with single sign-on access, account opening with pre-filled client data, and shared task management between eMoney and Fidelity brokerage operations.

The 2024 product roadmap delivered nearly 30 product updates based on client feedback including a revamped Client Portal, enhanced Decision Center experience with new reports and solvers, the customizable "My Advisor" page, and the "My Plan" tab within the Client Portal. The eMoney My Plan feature received the 2025 FinTech Breakthrough Award following the Decision Center receiving the same honor in 2024. Looking forward, eMoney announced the Premium Client Portal Experience launching in early 2025 with advanced features including a mobile app, interactive areas, and personalized homepages, along with improved Foundational Planning workflows offering faster and more intuitive plan creation processes.

End User Experience and Market Voice

User reviews consistently praise eMoney's comprehensive capabilities while acknowledging the platform's complexity requires significant learning investment. G2 ratings position eMoney at 4.5 out of 5 stars based on 62 verified reviews, with users highlighting exceptional customer support noting quick resolutions and helpful interactions for all needs (11 mentions), great user interface and tools enhancing financial planning and client visibility (9 mentions), and comprehensive data enabling detailed and nuanced financial planning with ease (6 mentions). The 2025 T3/Inside Information Advisor Software Survey rated eMoney at 8.5/10 overall satisfaction, representing improvement from 8.1/10 in 2023, though trailing RightCapital's 8.7/10 rating.

Representative positive feedback from verified users captures the market voice effectively. One user with 11 years of experience stated that eMoney is their favorite planning platform out of more than five others tried, praising the platform's versatility, user-friendliness for both advisors and clients, and the ability to address all aspects of financial planning in one tool that communicates how those aspects are interrelated. Another reviewer praised the comprehensive features noting the software covers most if not all aspects of financial planning, with customer service extremely helpful and located in the United States. A third user highlighted the Decision Center as extremely effective for illustrating the impact of client decisions on their plans, enabling retirement analysis, goal funding, tax implications, and other scenario modeling with intuitive visual outputs.

Critical feedback centers on legitimate concerns that prospective purchasers should evaluate. Users report the financial planning module is complex requiring significant input tweaking and can produce output that is overkill for more simplistic projection needs, leading some to explore Foundational Planning for simplified approaches. The learning curve represents a recurring concern with users noting it can take three to six months to get completely up to speed with eMoney, and one G2 review summarized "with so many options it can be overwhelming." Data aggregation connectivity challenges generate frustration with users reporting some outside accounts have difficulty being connected and clients must frequently update credentials due to changes in financial institutions' security requirements. Price sensitivity emerges in reviews with users noting eMoney is "pricey to get all the features" and the platform's premium pricing tilts usage towards larger and more established advisory firms who can access enterprise-level discounts.

Financial Projections and Scenario Analysis

Base Case Scenario (55% Probability): Under base case assumptions of continued market leadership with gradual share erosion to emerging competitors, eMoney maintains 25-27% market share through 2028 while the financial planning software market grows at 15.5% CAGR reaching $10-12 billion. eMoney revenue estimates of $126-150 million annually (per third-party estimates) grow at 10-12% CAGR driven by enterprise expansion and pricing optimization, with Fidelity continuing significant product investment maintaining technology leadership in aggregation and advanced planning. This scenario produces stable cash flows supporting continued R&D investment with parent company financial strength ensuring competitive positioning.

Optimistic Scenario (25% Probability): Under optimistic assumptions, eMoney recaptures market share through Premium Client Portal launch and AI-enhanced capabilities, expanding market share to 30-32% by 2028 as MoneyGuidePro continues declining from recent 45% share loss. The financial planning software market accelerates to 18-20% CAGR driven by increased financial planning adoption among mass affluent and mass market segments enabled by eMoney's Needs Analysis tool targeting single-goal conversations. Fidelity's strategic bundling with Wealthscape creates switching cost advantages driving enterprise penetration, while regulatory mandates for fiduciary planning documentation increase advisor technology adoption across all firm sizes.

Pessimistic Scenario (20% Probability): Under pessimistic assumptions, RightCapital's momentum continues capturing younger advisors and emerging RIA firms, reducing eMoney market share to 22-24% by 2028 as the platform's complexity disadvantage versus modern competitors compounds. Enterprise clients consolidate on integrated platforms reducing standalone planning software demand, while economic downturn reduces advisory firm technology budgets delaying purchases and renewal decisions. Aggregation commoditization as competitors reach feature parity eliminates key differentiation, and Fidelity's strategic priorities shift reducing eMoney investment levels relative to competitors' R&D intensity.

Bottom Line

eMoney Advisor represents the optimal solution for established wealth management firms, broker-dealers, banks, and large RIA enterprises serving high-net-worth and ultra-high-net-worth clients requiring sophisticated cash-flow modeling, estate planning, and complex tax scenario analysis capabilities. The platform delivers maximum value for organizations with dedicated planning staff who can invest the 15-20 hours of training required to master comprehensive functionality, advisory practices emphasizing collaborative planning conversations using the Decision Center's real-time scenario capabilities, firms already utilizing Fidelity custody or considering Wealthscape platform adoption where integration advantages create operational efficiencies, and enterprises requiring institutional-grade API access for proprietary dashboard integration and workflow customization. Industries best suited include independent broker-dealers serving financial advisors requiring enterprise-level planning tools, registered investment advisors with $100 million or more in assets under management serving complex client needs, private banks and trust departments requiring estate planning and trust distribution modeling, insurance company distribution networks requiring comprehensive planning to support product recommendations, and accounting firms offering wealth management services requiring tax-integrated planning capabilities. Organizations should evaluate eMoney against RightCapital for practices prioritizing ease of use and modern interface design, against MoneyGuidePro for goal-based planning emphasis with lower complexity requirements, and against Orion for firms requiring unified portfolio management and planning platforms, recognizing that eMoney's comprehensive depth, market-leading aggregation, and Fidelity backing justify premium pricing for firms where planning sophistication drives competitive differentiation and client retention.

Written by David Wright, MSF, Fourester Research