Partnership brings AI-driven personalization, tax-loss harvesting, and values-based investing into scalable, advisor-friendly workflows

SAN FRANCISCO, CA, July 30, 2025 – MyVest, a leading provider of enterprise wealth management technology, today announced a strategic partnership with Alphathena, an innovator in AI-powered direct indexing.

The integration of Alphathena’s personalized direct indexing platform with MyVest’s Strategic Portfolio System™ (SPS) delivers a powerful solution for firms seeking to scale tax-optimized, multi-account portfolios, while maintaining full control over their investment strategies.

This collaboration enables wealth managers to design and implement customized direct indexing strategies that reflect the unique goals and values of each investor. The combined offering makes it easier for firms to transition legacy portfolios in a tax-efficient manner, manage household-level portfolios, and offer white-labeled solutions that preserve the advisor’s brand.

The combined solution offers a range of features designed for modern wealth management:

  • Open architecture and custodian-agnostic design, allowing seamless integration with firms’ existing workflows.
  • Clean, intuitive user interface that enhances advisor usability.
  • API-driven flexibility, enabling firms to embed capabilities into proprietary applications.
  • Advanced portfolio transition tools, including tax-efficient conversion plans and implementation for accounts with legacy positions.

Both companies share a commitment to democratizing access to sophisticated investment strategies. Through this partnership, firms can now bring the benefits of direct indexing, including tax-loss harvesting, values-based investing, and portfolio customization, beyond the high-net-worth segment, making it accessible to mass affluent investors.

“There is a growing demand for personalization, yet many advisors lack the time and tools to deliver tailored portfolios at scale,” said Brian Marchiel, Chief Product Officer of MyVest. “Our integration with Alphathena empowers firms to expand their reach and offer differentiated, tax-smart solutions to meet client expectations without adding operational complexity.”

“We built Alphathena to empower advisors to build custom, index-like portfolios that reflect each investor’s unique values and financial goals,” said Mohan Naidu, CEO and founder of Alphathena. “By integrating with MyVest’s enterprise-grade SPS platform, we’re enabling firms to deliver truly personalized investment experiences at scale while keeping the advisor in the driver’s seat.”

This partnership marks the latest milestone in MyVest’s continued investment in advancing the sophistication and flexibility of firms’ portfolio management tools, expanding both the portfolio construction and implementation capabilities that power its platform. Recent milestones include enhancements to MyVest’s UMA offering and its partnership with InvestSuite, with further innovations planned later this year.

Read the full release at Business Wire.

About MyVest 

MyVest builds enterprise wealth management technology for the digital age. Driven by a vision for client-centric advice, MyVest empowers firms to deliver personalized portfolios at scale. A subsidiary of TIAA since 2016, MyVest is headquartered in San Francisco. 

About Alphathena

Alphathena is an AI-enhanced direct indexing platform purpose-built to help RIAs, Broker-Dealers, TAMPs, and OCIOs deliver personalized investing at scale. By putting advisors in control, we make it easy to build, customize, and manage portfolios that reflect each client’s values and goals, without adding operational complexity. With features like multi-account rebalancing, tax-loss harvesting, and API-based automation, Alphathena empowers advisory firms to differentiate their investment offering, prove their value, and scale personalization across every client they serve.

To learn more, please visit www.alphathena.com. 

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Media Contact – MyVest

myvest at gregoryfca dot com

Media Contact – Alphathena

Johnny Sandquist 

johnny at threecrownsmarketing dot com