T. Rowe Price Group, Inc. and Vestmark announced the launch of Custom Premier, a technology‑enabled platform that delivers highly customized model‑portfolio solutions to registered investment advisors (RIAs). The partnership combines T. Rowe Price’s research‑driven investment expertise with Vestmark’s scalable, tax‑aware delivery engine, allowing advisors to create and manage bespoke portfolios that reflect each client’s risk tolerance, investment horizon and financial goals without incurring a platform fee.
Custom Premier gives RIAs the ability to build and scale personalized investment strategies at a lower cost. Advisors can select from a library of T. Rowe Price‑designed models, then adjust asset allocation, sector exposure and tax‑optimization parameters through Vestmark’s interface. The platform’s no‑fee structure removes a common barrier to adoption, positioning the solution as an attractive alternative to building in‑house capabilities or subscribing to third‑party model portfolios.
The launch is part of T. Rowe Price’s broader strategy to diversify beyond its core mutual‑fund and ETF businesses. With assets under management of $1.78 trillion as of December 31, 2025, the firm is looking to capture a share of the RIA market, which is projected to grow as more investors shift to fee‑based advisory services. By offering a differentiated, technology‑driven product, T. Rowe Price aims to compete more effectively against incumbents such as Fidelity and Charles Schwab, who already provide similar platforms.
Vestmark brings a proven delivery platform that supports over $2 trillion in assets and serves more than five million investor accounts across 72,000 advisors. The partnership leverages Vestmark’s advanced tax‑management capabilities and direct‑indexing infrastructure, allowing T. Rowe Price to scale its model portfolios without building new technology from scratch. The combined solution is expected to accelerate adoption among RIAs seeking to differentiate their services while keeping costs low.
Management emphasized the strategic fit of the partnership. Rob Battista, Executive Vice President of Advisory Solutions at Vestmark, said the collaboration “empowers RIAs to deliver greater personalization and after‑tax value to their clients.” Josh Horesh, Head of U.S. Model Portfolio Distribution at T. Rowe Price, added that the platform “combines structure with flexibility and investment expertise with technology, all in a platform designed to scale.”
The RIA market is expanding rapidly, with third‑party model‑portfolio assets reaching $7.96 trillion as of April 2025. Custom models are a key growth area, and the launch positions T. Rowe Price to capture a larger share of this market. The partnership also aligns with broader industry trends toward scalable, personalized solutions that deliver after‑tax benefits, positioning the firm for long‑term growth in a fee‑based advisory landscape.
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