When we started Gridline
Private markets were already becoming more important in wealth management. The infrastructure to support that growth, however, had not kept up.
Advisory firms were looking to do more in private markets, yet they were forced to rely on fragmented tools, manual processes, and outdated systems. As allocations increased, complexity followed, not just operationally, but in how firms could serve clients, manage risk, and make decisions.
That gap felt familiar to me.
Earlier in my career, I watched the same pattern emerge in the marketing technology ecosystem. As the market expanded, tools proliferated to solve individual problems such as analytics, workflow, attribution, and reporting. Each point solution made sense in isolation, but together they created fragmented systems, data silos, and operational drag. Teams spent more time reconciling information than actually using it.
What ultimately won in that market was not another tool. It was platforms.
Platforms succeeded because they unified data, workflows, and insight. They established a true system of record, built workflows directly on top of it, and then layered intelligence across the entire lifecycle. That shift unlocked scale, efficiency, and better decision-making, not by doing more things, but by connecting everything.
Private markets in the wealth channel are now following the same trajectory.
Today, advisory firms are surrounded by tools that solve individual steps such as subscriptions, document collection, and reporting, but leave the broader private markets workflow fragmented. Those tools were not designed to operate together, and they were not built for the timelines, capital flows, and reporting demands private markets require.
As a result, firms spend too much time reconciling information and too little time advising clients.
From the beginning, we believed the wealth channel deserved the same level of efficiency, visibility, and operational control that large institutions like endowments and pensions take for granted, without requiring custom software or massive back-office teams.
That belief shaped how we built Gridline.
We built Gridline as an end-to-end platform for private markets by rebuilding the infrastructure from the ground up and making the ledger central to the system. By owning the ledger and integrating capital activity, money movement, and reporting directly into the platform, we create a single source of truth where data is accurate, timely, and always available. From there, workflows stay connected, reporting lag shrinks, and insight compounds over time.
This foundation enables advisory firms to operate private market programs with institutional-grade rigor, gain visibility from capital transactions through underlying holdings, reduce delays and inconsistencies in reporting, and elevate both the advisor and client experience through technology that fits naturally into their workflow.
As private markets become a core part of client portfolios, the next challenge is no longer access. It is judgment.
Firms need better ways to evaluate opportunities, understand risk, and apply consistency across investment decisions at scale. That is why we are investing heavily in AltComply, our intelligence layer for private markets. AltComply brings structure and insight into both pre- and post-investment workflows by standardizing data, surfacing key risks, and embedding diligence directly into the operating platform. It is not a point solution, but intelligence that compounds as the platform grows.
Private markets are becoming foundational to how advisors serve clients. To support that shift, the wealth channel needs enterprise-grade infrastructure designed specifically for its realities, not retrofitted tools or disconnected workflows.
Our mission
Is to give advisory firms the unified infrastructure they need to operate private markets with confidence, insight, and control, and to continue raising the standard for what’s possible in the wealth channel.
I am grateful to our team, our clients, and our investors for the trust they have placed in us so far. We’re excited to keep building.
— Logan Henderson,
Co-founder & CEO, Gridline