Amplify Platform on Wednesday announced the launch of Custody Command Layer, a platform solution for independent RIA firms, enterprises and platforms that is integrated with Goldman Sachs Custody Solutions (GSCS).
The Amplify and GSCS platforms are designed for large independent RIAs to scale their practices and serve clients, while retaining their brand identities and independence, Amplify said.
The new integrated platform provides the custody account opening capabilities and operations of GSCS, with client data that flows into Amplify's AI-native data lake, the wealthtech firm said.
“There was extensive testing between the Goldman and Amplify teams” prior to the launch, according to Aaron Brodt, CEO and Co-Founder of Amplify.
The testing was “followed this spring by beta with a $12B AUM firm,” he told Wealth Solutions Report by email. “We are in a constant state of improvement. Feedback from our clients is reflected in our roadmap. It was no different for the Custody Command Layer.”
Amplify has a “national campaign launching today” to promote the launch, Brodt pointed out, adding, “We have information on our website and a dedicated Custody Command Layer Launch page.”
Although Amplify had worked with Goldman Sachs Asset Management “for some time,” he told WSR, “this was the first collaboration with Goldman Sachs Custody Services.”
The decision to collaborate with GSCS was “strategic,” he said, explaining: “They are committed to building a digital-forward RIA custody service. They are clearly a strong global brand. And their people have been amazing partners.”
He went on to disclose, “There will be additional custody platforms integrating with our Custody Command Layer. We don’t have any announcements today.”
Brodt added, “This innovation is long overdue. It’s possible because of Goldman Sachs's commitment to being digitally forward. But it also requires the power of Amplify’s data and execution layers to deliver a frictionless custody experience.”
Two Key Components
There are two main components of the Custody Command Layer, according to Amplify.
First, custody infrastructure is unified into one operational core in which one click activates Amplify’s Custody Command Layer, where, the firm said, a custodian’s account operations – including opening, funding, trading and maintenance – run natively inside the platform.
That “eliminates data fragmentation and combines custody, trading, investment management, service, and billing data into a single environment built for independent advisors,” Amplify explained.
The second key component is institutional-grade architecture, the firm said, noting Amplify integrates with the existing GSCS API-driven foundation and onboarding capabilities, “bringing the transparency, security, scalability, and resiliency” of global institutions to independent advisors.
Through the integration, advisors can “compress onboarding times and swiftly open and fund accounts on Amplify, reducing operational lift and giving firms the capacity to scale,” it said.
“Advisors today want independence supported by institutional strength,” said Ron Shurts, Amplify Co-Founder.
Shurts added, “By embedding Goldman Sachs Custody Solutions directly into Amplify’s AI-native platform, this collaboration empowers firms to scale with the confidence, efficiency, and precision that define their brand reputation.”
“This collaboration brings an integrated custody and data experience to RIAs, empowering Amplify’s advisors, clients, and operations teams to continue to scale," Jeremy Eisenstein, Managing Director and Head of GSCS, said in the news release.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
