Fiduciary Exchange Forms Strategic Partnership with Ebix

Through the partnership, the Ebix product marketplace is now integrated and available on the FIDx platform.

(Image credit: Gerd Altmann.)

Fiduciary Exchange (FIDx; Berwyn, Pa.), a product-agnostic platform designed to integrate annuity sales with investment products, has undertaken a strategic partnership with Ebix Inc. (Johns Creek, Ga.), an international supplier of on-demand software and e-commerce services to the insurance, financial, healthcare and e-learning industries. Acting as a bridge between insurance carriers and wealth managers, FIDx and Ebix have partnered to help advisors access a pool of annuity offerings into investment portfolios and address their clients financial planning needs, according to a FIDx statement. Through the partnership, the Ebix product marketplace is now integrated and available on the FIDx platform.

Rich Romano, CTO, FIDx.

“We are excited to partner with Ebix and bring their annuity marketplace technology to the FIDx platform to provide a wide range of annuity options for advisors utilizing the Insurance Exchange,” comments Rich Romano, CTO of FIDx. “We are dedicated to continuing to expand our offerings and integrate with the top insurance platforms to ensure advisors have a variety of applicable annuity products for their clients to better meet their individual needs. By partnering with Ebix, we are expanding that ability to deliver a streamlined way to fully integrate annuities into client portfolios – an offering that was not widely available previously.”

Historically, some types of annuity offerings have been unpopular with financial advisors due to complex regulations and challenging to transact, given a lack of innovative platforms to bring those products to the advisors’ fingertips, according FIDx. Through the firm’s strategic partnership with Ebix, the Ebix product marketplace is now integrated and available on the FIDx platform, bringing new products to Advisors, and opening new markets to the Insurance carriers, FIDx reports.

“With this collaboration, we are expanding into a brand-new market where the tools to support Annuity and Life Insurance sales have not been previously existed. We are thrilled to be partnering with FIDx to create an innovative solution that will be exciting to Advisors in this sector, and expand the reach of our core clients,” comments said Chad Ross, VP and Head of Business Development, Ebix. “This was a natural partnership, and we’re excited to be on the frontlines of this industry-changing technology.”

Filling the Gap in the Annuity and Financial Services Space

FIDx officially launched the Insurance Exchange (Ix) in June 2019, with the stated goal of filling a gap in the annuity and financial services space. As a product-agnostic exchange, the company acts as the middleman, connecting advisors to preferred insurance carriers and annuity products. FIDx seeks to put annuity sales on par with mutual funds, exchange-traded funds, and separately managed accounts.

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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