Redtail CRM

What is Redtail CRM?

Redtail CRM is a contact and relationship management platform designed exclusively for the financial services industry. Built for independent registered investment advisors (RIAs), broker-dealers, and advisory teams, it handles client data management, automated workflows, compliant messaging, and deep integrations with custodians and financial planning tools. Redtail was acquired by Orion in 2022 and continues operating under its own brand.

Who is it for?

Financial advisors, RIA firms, and wealth management teams of any size. It is the most widely used CRM in the RIA market by market share, making it a safe default for advisors who want strong peer adoption and broad integration support with the tools they already use.

Strengths

• Industry-specific design — data model, workflows, and terminology are built for financial advisory, not adapted from a generic CRM.
• Custodian integrations — direct data feeds from Schwab, Fidelity, and other major custodians reduce duplicate data entry.
• Compliance tooling — Redtail Email provides automatic email archiving; Redtail Speak enables compliant text messaging.
• Workflow automation — automated client onboarding, review scheduling, and task sequences out of the box.
• Ecosystem breadth — integrates with eMoney, Orion, MoneyGuidePro, Riskalyze, and hundreds of other fintech tools.

What to consider

• UI is functional but shows its age; some advisors find navigation less intuitive than newer platforms like Wealthbox.
• Pricing at $39–$59/user/month is competitive but not cheap for solo advisors on tight margins.
• Being part of Orion creates potential vendor lock-in concerns for advisors not using Orion's portfolio management.
• Mobile app is less capable than the desktop experience.

Bottom line

Redtail CRM is the market-share leader among advisor CRMs for good reason — deep compliance integrations, extensive custodian connectivity, and a large peer community. For most RIAs evaluating their first or second CRM, it deserves a top spot on the shortlist.