The Next Frontier: Winning RIAs in the Race for Retail Capital

In 2021, retail investors accounted for 52% of global assets under management, and that share is expected to climb to over 61% by 2030, according to the World Economic Forum.

Retail and HNW investors are demanding access to alternatives at a scale we’ve never seen before.

The Hidden Friction in RIA Workflows

Here's the reality we can't ignore:

• Many RIA teams still run onboarding through emails, spreadsheets, and disconnected tools.
• This results in constant delays, duplicate requests, and zero visibility into where advisors or investors stand in the process.
• Advisors work in silos, investors get hit with repetitive asks, and ops teams are left stitching everything together manually.

As retail participation increases, these inefficiencies only multiply—making it harder to scale without losing control.

An Opportunity for Fund Managers in the Age of Retail Investors

For fund managers, this isn’t just a pain point; it's an opportunity to stand out.

Winning this next frontier necessitates:

• Partnering with RIAs where they are.
• Providing education and transparency for easier integration.
• Investing in tech-enabled onboarding that supports advisors with scalable tools.

Onboarding at Scale with Anduin Advisor Advantage (AAA)

Advisor Advantage was created to remove the pain points of onboarding investors at scale. It gives RIAs and fund managers a dedicated environment designed specifically for advisor-led onboarding—structured, scalable, and built around how real teams actually work.

Here’s how it helps:

• One Workspace for Every Advisor

Advisor Advantage gives RIAs a centralized environment where advisor teams can manage client subscriptions independently—with built-in privacy across firms and teams. This reduces back-and-forth and keeps everyone aligned.

• Faster Subscriptions with Reusable Data

Client profiles are shared and prefilled across subscriptions, eliminating repetitive form-filling and enabling a smooth experience for repeat investors. Each subscription enriches the data profile, reducing friction over time.

• Clear, Curated Access to Fund Opportunities

RIAs can create fund-specific landing pages with key information, documents, and optional training materials. Advisors get what they need to take action—all in one place, all on their own time.

Bringing Order to RIA Onboarding Chaos

The landscape is changing fast, and fund managers must adapt. At Anduin, we anticipated this shift. Advisor Advantage was purpose-built to help you and your RIAs embrace the retail wave with confidence, clarity, and scale.

Learn more about AAA →