The news this morning is that Fidelity Investments has agreed to acquire financial planning software company eMoney Advisor for an undisclosed sum. The eMoney software is still expected to be available to advisors outside Fidelity – and the company says external integrations and custodial relationships will remain – though it’s not hard to imagine that the tools will likely become available at a discounted rate to advisors who custody with Fidelity in the future.
But the real news of the eMoney acquisition is that from the strategic perspective, it’s not clear if Fidelity was really aiming to acquire financial planning software, or if instead what they really wanted was eMoney’s best-in-breed Personal Financial Management (PFM) tool – a Mint.com style portal that clients can access to see all of their financial information in one place, with the capability to use the portal collaboratively with their advisor. And Fidelity’s new PFM solution can be leveraged in many others ways as well, including offering it to their retail clients, and mining it for a potential treasure trove of big data insights!
In fact, what the eMoney acquisition may ultimately highlight is how woefully far behind other financial planning software tools have lagged in their own capabilities in producing a quality PFM tool for advisors to use with their clients – a PFM solutions gap between eMoney and other financial planning software that has sadly existed for years now. Perhaps with companies like Personal Capital (which built its own high-quality PFM solution) on the rise and now the eMoney acquisition, advisors will finally get the PFM solution we’ve wanted and needed for so long?