MassMutual-Owned Fintech Firm Flourish to Offer Bitcoin Investment Service to Financial Advisors


Flourish, a MassMutual-owned fintech company, is launching a service that allows registered investment advisors (RIAs) and their clients to invest in bitcoin, the company announced Thursday.

  • The service, named Flourish Crypto, is being launched in partnership with Paxos, the infrastructure provider that connects traditional payment services to cryptocurrency markets. Paxos completed a $300 million funding round in April and also has deals with PayPal and Interactive Brokers.
  • Ben Cruikshank, Head of Flourish, said the move is a result of rapidly growing demand by institutional investors and their clients to get exposure to digital asset.
  • “We’ve heard from countless advisors that they are fielding questions about crypto on a daily basis – and that they don’t have the right solutions to meet this growing client demand or to compete with offerings from retail trading platforms and wirehouses,” Cruikshank said in a statement.
  • MassMutual, a giant of the insurance industry, acquired Flourish in February following a $100 million investment in bitcoin and the purchase of a $5 million equity stake in NYDIG in Dec. 2020.