After a stint managing an institutional portfolio for a major media firm, David Lyon started Main Street Financial, an independent RIA firm with headquarters in Chicago, in 2012. He developed technology for his own firm to attract and retain clients, and about a year ago he set up a separate entity to market this solution to other advisors under the brand Oranj.

If his own firm’s success is any indication, Lyon and his associates may be on to something. Main Street Financial’s AUM has quickly grown to more than $270 million. The trick will be to see how useful his firm’s internal technology becomes for other financial advisors.

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