Sora Finance Joins Flourish

Folks, we’ve got some big news to share. Sora Finance is joining Flourish and we couldn’t be more excited for what’s ahead.

When we started Sora, we had one simple goal: help people make smarter money moves, not just with their investments, but by making sure they always had the lowest cost of debt. Simply, we didn’t like people paying lenders more interest than they needed to. 

At first, we built Sora as a direct-to-consumer platform—an “Easy Button” for managing debt. If you could save money on your debt—we would alert you and execute the refinance. But as we kept going, we realized something: the best way to help people wasn’t just through technology alone, but by partnering with financial advisors—the folks already out there helping people build wealth, plan for the future, and make sense of their money. We are proud that 750+ advisors leverage Sora to manage $3B+ in client liabilities and are grateful to have won industry awards for our technology from T3 and WealthManagement.com. 

That’s why this next step just feels right. By joining Flourish, we’re taking everything we’ve built and plugging it into something even bigger. Together, we’re making it easier than ever for advisors to help their clients optimize cash, annuities, and lending—so that no matter what stage of life they’re in, folks have the right financial tools at the right time.

Why We are Joining Flourish

If there’s one thing we’ve learned, it’s that money isn’t just about investments—it’s about the whole picture. The financial advice world is shifting, and we’ve seen firsthand how independent advisors are stepping up to provide holistic, full-balance-sheet planning for their clients.

Sora’s role in that shift has been simple: make managing liabilities just as important as managing assets. And now, with Flourish, we’re doubling down on that mission.

We didn’t sell Sora because we were done—we sold Sora because we found the perfect partner to help us do more, reach more people, and make an even bigger impact. With the backing of Flourish, we will be empowered to deliver even greater value to advisors and their clients. 

What’s Next?

This isn’t goodbye—this is just the next chapter. We’re sticking around to help build something special at Flourish, and we’re fired up about what’s ahead. We’ve gotten to know the team at Flourish over the past few months and couldn’t be more excited about getting to partner with them. 

To our families, employees, customers, and investors: thank you for everything. Y’all believed in us, supported us, and stuck with us through a seemingly never ending rising rate environment. We couldn’t have done it without you.

If you’re an advisor looking to give your clients the best financial tools out there, check out Flourish. 

Clear Eyes, Full Hearts, Can’t Lose. 

Rohit and Siddhartha
Co-Founders, Sora Finance