Vestmark and T. Rowe Price have launched Custom Premier, a new model portfolio solution designed to help registered investment advisors deliver personalized, tax-efficient portfolios across ETFs and mutual funds while maintaining operational scale and efficiency.
Announced Thursday, the collaboration pairs Vestmark’s tax-aware portfolio implementation capabilities with T. Rowe Price’s model portfolio design and investment insights. The firms said RIAs can access the custom models on Vestmark’s platform with no platform fee, positioning the offering as a way for advisors to move beyond standardized models and tailor portfolios to individual client preferences, risk profiles, and tax situations.
The companies framed Custom Premier as a response to rising demand in the RIA market for greater portfolio customization without adding operational complexity. The solution is intended to allow advisors to align portfolios more closely with client goals, actively manage tax exposure, and implement strategies with added transparency and precision.
Vestmark said its platform supports model delivery across separately managed accounts, direct indexing, and alternatives. The company also highlighted its footprint in managed accounts, noting it supports six of the industry’s 10 largest managed account platforms and oversees more than $2 trillion in assets across five million investor accounts. Vestmark added that more than 72,000 advisors use its technology and that its model marketplace includes more than 1,200 investment strategies.
T. Rowe Price, which manages $1.78 trillion in client assets as of Dec. 31, 2025, described the joint offering as a way to provide RIAs a more flexible model experience that combines institutional portfolio construction with technology-enabled implementation.
KEY QUOTES:
“We are honored to collaborate with T. Rowe Price to bring a solution to market that empowers RIAs to deliver greater personalization and after-tax value to their clients. Custom Premier leverages the best of both firms, T. Rowe Price’s deep investment expertise and Vestmark’s scalable tax optimization, to meet the growing demand for bespoke portfolio solutions in the advisory space.”
Rob Battista, Executive Vice President, Advisory Solutions, Vestmark
“RIAs today need personalized portfolio solutions that go beyond one-size-fits-all models. Our collaboration with Vestmark delivers a differentiated experience—one that combines structure with flexibility and investment expertise with technology, all in a platform designed to scale.”
Josh Horesh, Head of U.S. Model Portfolio Distribution, T. Rowe Price
