Integrations

Schwab holds the accounts. The rest of the stack feeds the household.

The only custodial platform Athena connects today is Charles Schwab. You keep Schwab for custody and the books and records. Mission Control is the household CRM, so Athena replaces a separate CRM for this book. Wellness data, workplace plans, ads, email, and Athena AI run on the connections below so the household fills itself instead of waiting on an ops spreadsheet. Diligence readers can skim custody first, then wellness, workplace, ads, and the send path; each block names what is live and what it is for.

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Custody

Charles Schwab is the custodial connection

Accounts, trades, cash, and fee billing that go through the custodian use Schwab. Athena supervises the household and carries out the investment policy overnight, while Schwab remains the books and records for those accounts. We do not list other custodians here because they are not wired. If your book sits somewhere else, that is a talk-to-us conversation, not a logo on this page.

Custodial platform

Charles Schwab

Open and fund, household reads, trades, alerts, cash requests, and fee billing against Schwab accounts. The overnight investing run uses this connection so the household investment policy can move without a second custodial stack. Advisors supervise exceptions in Mission Control; Schwab remains the books and records for those accounts. If diligence asks for other custodial logos, the honest answer today is that they are not wired—ask in a demo rather than inventing a matrix on this page.

Wellness

The household view builds from accounts, work, credit, and the plan

These connections fill the wellness app so a prospect or client sees net worth, cash flow, debt, credit, and next steps without the advisor typing it in. That is how a lean team can take smaller accounts without a data-entry hire for every new household. Each partner below does one job on that shared household record.

Plaid

Clients link bank and investment accounts. Athena uses that for net worth, cash flow, transactions, and verification. The firm does not stand up Plaid on its own.

TransUnion

Credit score, factors, and report context for the debt and credit surfaces, and for guidance that should not ignore the score.

Finch

Employment and payroll from the workplace system, so income, eligibility, and roster changes show up on the household.

Dropbox Sign

Embedded e-sign for account-opening paperwork. The client signs in the flow. The signed packet stays with the request.

Mortgage quotes

Rate quotes in the app through Banking Bridge and the mortgage partners behind it, so a refinance or purchase sits next to the rest of the plan.

Finnhub

Quotes and security reference data for holdings, classification, and the investing and planning surfaces.

Workplace retirement

Recordkeepers join a workplace plan to the household. They are not another custodian.

These connections map a participant’s workplace plan into the same household as linked accounts and Schwab. They cover eligibility, contributions, and allocations at the recordkeeper. They do not run the advisory book, and they are not a second custodial logo on this page.

Principal

Workplace plan data and participant sign-in, so contribution and allocation advice can see the actual plan.

Vanguard

Workplace plan connectivity for participants that already live on Vanguard recordkeeping.

Transamerica

Workplace plan connectivity for contribution elections and allocations on Transamerica recordkeeping.

Schwab workplace

Schwab as a recordkeeper for workplace participants, separate from Schwab as the advisory custodian.

Ad tech

Ads publish, bid, and retarget on the six platforms the product names

Creative goes through a compliance check and advisor approval, then ships. Clicks land in the wellness app, not a form. The bidder uses app opens, Athena AI, linked accounts, and funded status as first-party signal. See Ad tech and From ad to wealth client for the growth story behind these rails.

Google

Search and YouTube-adjacent demand. Publish the approved ad, measure the click, and retarget people who reached the app and have not funded.

Professional audiences. The same approved creative, the same landing in the wellness app, the same funded-or-not retargeting.

Facebook and Instagram

Meta placements for the same campaign send prospect clicks to the firm-branded wellness app. Click-not-funded comes back as a retarget from first-party app signal instead of a dead cookie on the firm site after Safari or an iPhone tracking prompt.

TikTok

Short-form placement for the same approved ad. The conversion is still an app session, not a form fill.

YouTube

Video placement on Google’s stack. The click still has to become a client in the app, then a funded client later.

What the bidder sees

App opens, Athena AI, linked accounts, and funded. That is first-party signal, not a cookie on the firm site.

Email and billing

Messages and money movement use rails you already know

SendGrid

Delivers firm-branded email for lead conversion, ongoing advice, and notices. The household record is in Mission Control. SendGrid is the send path, not the CRM.

Stripe

Card and checkout when the firm bills a client through Athena. Agreements and advisor payouts still start from the signed agreement. See Billing.

Athena AI and the platform

Deterministic engines decide the numbers, models explain them, and AWS is how the platform stays up.

Athena AI routes across model providers while firm-voice answers sit on the household. Methodology and engines still make the money decision, and supervision detail lives on Security. The partner cards below name the model and cloud rails; they do not replace the engines-and-humans story.

OpenAI

GPT models for firm-voice answers, drafts, and structured work, including through Amazon Bedrock Mantle when that is the path.

xAI

Grok models in the same router, for the same household context and the same escalation rules.

Google

Gemma through Amazon Bedrock Mantle, when that is the model in the mix.

Amazon Web Services

The cloud the product runs on, including Bedrock Mantle for governed model access.

Datadog

Monitoring and real-user telemetry so the platform stays visible as client volume grows.

Questions this usually raises.

Is Schwab the only custodian?

Yes, today. Charles Schwab is the custodial platform we have wired for open, fund, trade, cash, alerts, and fee billing. Other custodial names are not on this page because they are not live. Ask in a demo if your book is somewhere else.

Are Principal, Vanguard, and Transamerica custodians here?

No. Those connections are workplace recordkeeping: they bring a participant’s plan into the household for contribution and allocation context. They do not run the advisory book. Schwab workplace recordkeeping is likewise separate from Schwab as the advisory custodian.

Do you replace our CRM?

Yes. Mission Control is the household CRM for this book. Athena replaces a separate CRM for those households. Leads, messages, exceptions, Athena AI history, and overnight work sit on that record. Athena does not replace the custodian or the books and records.

Are all six ad platforms live for every firm?

The product story is Facebook, Instagram, TikTok, Google, LinkedIn, and YouTube, with clicks landing in the wellness app after a compliance check and advisor approval. Rollout for a given firm is a talk-to-us item. See Ad tech and From ad to wealth client.

Is SendGrid our CRM or marketing email tool?

Neither. SendGrid is the send path for firm-branded email. Mission Control is the household CRM. Advice-triggered mail lives on the household next to the plan and the trades.

Where do AI model and cloud diligence questions go?

Model providers and AWS are named here so the stack is visible. Engines decide recommendations; models explain; humans escalate. SOC 2 Type II, Bedrock Guardrails, encryption, and access detail live on Security.