Orion has announced a refreshed visual identity and the introduction of a unified investment framework, reflecting its focus on innovation and advisor support. This update follows a period of growth for the firm, which surpassed $5 trillion in platform assets, with advisors and firms utilizing its wealthtech solutions demonstrating faster organic and M&A growth than their industry counterparts.
The modernized brand identity is designed to align with Orion’s trajectory and the evolving requirements of its advisory clients. This refresh includes a refined logo, a new design language, and a consistent brand system across its platform, extending to updated identities for Redtail and Brinker.
Betsy Perez, Chief Marketing Officer at Orion, stated, “Our new brand identity is more than just a new look — it’s a reflection of who we are today and where we’re going. The star in our logo is a nod to Orion’s celestial namesake and to the advisors we serve — our true north. They’re building the future of wealth management, and our platform is the engine behind their growth. As advisor needs evolve, we’re evolving too — delivering the unified, flexible ecosystem they rely on to scale, stand out, and make a bigger impact for the investors they serve.”
Concurrent with the new branding, Orion introduced a unified investment framework intended to streamline the evaluation and implementation of investment strategies for advisors. This framework serves as a central guide for portfolio construction, aiming to simplify strategy selection, reduce the time required for book conversions, and address broader client needs through an expanded due diligence process and wider strategist coverage.
Anchored in the principle of Institutional Investing, Individual Solutions, Orion’s outcome-oriented framework assists advisors in aligning portfolios with client goals through three distinct investment categories: “Grow” for capital appreciation strategies encompassing domestic and international equities with higher volatility; “Earn” for income-focused strategies with lower volatility, centered on core fixed income; and “Diversify” for non-correlated assets, including global credit, alternatives, and real assets.
The platform covers all major asset classes and investment vehicles, ranging from SMAs and ETFs to mutual funds and models, and incorporates active, beta, fundamental, and quantitative approaches. Advisors can enhance portfolio personalization through Orion’s integration of behavioral finance principles, risk analytics, and tax-efficient model construction.
Tim Holland, CFA, Chief Investment Officer at Orion, commented, “Advisors today are navigating a more complex investment landscape — and clients expect more than one-size-fits-all solutions. Our unified investment framework gives advisors a powerful way to translate that complexity into clarity. By integrating behavioral finance, risk management, and tax-aware strategies into a flexible, goal-based structure, we’re enabling advisors to deliver deeply personalized portfolios at scale that are aligned not just to performance targets, but to the values, needs, and emotional drivers of each investor they serve.”
As part of this evolution, Orion is transitioning from the name “Communities” to the more descriptive “Orion Investment Portal.” This new name is intended to better reflect the offering’s purpose: providing streamlined access to a wide range of investment solutions. These solutions include Orion Custom Indexing, Orion Fixed Income, and the updated Orion Model Marketplace, which allows advisors to access third-party models using Orion’s integrated trading and portfolio management tools. This renaming supports Orion’s broader initiative to simplify and unify the advisor experience across its platform.
Orion is a technology provider focused on the tech-enabled fiduciary process, designed to transform advisor-client relationships by enabling financial advisors to Prospect, Plan, Invest, and Achieve within a single, connected, technology-driven experience. Its brand entities—Orion Advisor Tech, Orion Portfolio Solutions, Brinker, Redtail Technology, and Orion OCIO—form a comprehensive offering intended to empower firms to attract new clients, connect goals to investment strategies, and track progress toward financial success. As of June 30, 2025, Orion services over $5 trillion in assets under administration and over $100 billion in wealth management platform assets, supporting more than 7.5 million technology accounts and thousands of independent advisory firms. Data from 2024 indicates that Orion clients achieved an organic asset growth rate 9% higher than non-Orion clients, and 17 of the Top 20 Barron’s RIA firms rely on Orion’s technology.
