Highlights from 2025's Kitces Advisor Technology Report
September 15, 2025
Key Takeaways
- Kitces’ August 2025 AdvisorTech survey findings show that RightCapital is now the #2 most-used comprehensive financial planning software and the primary tool for about 25% of advisors.
- RightCapital leads on satisfaction and value momentum. With an 8.7/10 advisor satisfaction rating; compared to eMoney's 8.5/10 and MoneyGuide's 7.9/10; Kitces notes that these strong scores are a major driver behind RightCapital's rapid market-share growth.
- Sophisticated, full-featured planning software is winning; especially tools that balance depth with usability, helping advisors serve more complex clients and deliver a better client experience.
With their unrivaled knowledge of financial planning technology and Ph.D.- grade survey methodology, the Kitces team has once again delivered fresh, insightful advisor tech benchmarks in the August 2025 study, “The Technology That Independent Financial Advisors Actually Use And Like.” If you’re a financial advisor looking to refresh your outdated tech stack, this report is a must-read. The full 200+ page PDF is well worth your time (you can download it from the Kitces website), but if you’re actively evaluating new financial planning software, we have the TL;DR for you below:
After years of steady growth, RightCapital has overtaken MoneyGuidePro to become the second most-used general financial planning software and is now the primary tool for 25% of advisors.
"The Big Three"—eMoney, MoneyGuide, and RightCapital—command almost 80% of the financial planning software market. For the first time in the history of the report, RightCapital has surpassed MoneyGuide in market share. MoneyGuide’s market share has steadily declined, from 30.3% in 2021 to 22% in 2023, and is now down to 18.6% in this year’s report.
Current provider market share and ratings
Here’s the current market share, satisfaction, and value rankings comparing eMoney, MoneyGuide and RightCapital:
RightCapital has already surpassed MoneyGuide in market share, and the report suggests that it may soon take the top spot:
While eMoney remains the category leader with 31% market share, its lead over RightCapital continues to narrow, with RightCapital on a trajectory to overtake in the coming years. This rapid rise has been fueled by strong satisfaction ratings – the highest amongst the top three financial planning providers.
Market Leaders, Rising Stars, and Standouts | Market Leaders | Rising Stars | Standouts |
|---|---|---|---|
Financial Planning - General | RightCapital, eMoney | Moneytree, Income Lab | RightCapital |
Ratings across software attributes
When we dig deeper into RightCapital’s satisfaction ratings across key financial planning software attributes, we can see that RightCapital outperforms MoneyGuide across all 13 attributes and equals or exceeds eMoney’s scores in eight of the 13 attributes.
Comprehensive vs. simplified planning offerings
When comparing comprehensive financial planning offerings such as RightCapital to the full field of planning platforms, a key trend emerges in the survey. Advisors are looking for technology that can handle all their planning needs with sophistication, rather than more limited, simplified platforms.
The results show that more sophisticated platforms like eMoney and RightCapital that help advisors move upmarket to more affluent and more complex clients outperform less technical solutions… In other words, the demand from advisors is for “easier to use without sacrificing comprehensiveness and depth”, not “simpler” planning software.
RightCapital's expansive platform is proof that comprehensive planning solutions can be user-friendly. The platform supports advisors serving a broad range of clients, with frequent updates to expand the suite of capabilities, implement user feedback, and address the latest planning and regulatory trends.
A quick note on methodology
You’ll notice that market share data is slightly different between this Kitces Report, “The Technology That Independent Financial Advisors Actually Use And Like,” published in August 2025 and the earlier Kitces Report, “How Financial Planners Actually Do Financial Planning”, published in March 2025 (which we summarized in a separate blog here). That’s because these are two different surveys conducted at different times with a different focus. The March survey is focused on “financial planning process” while this latest advisortech study focuses on “the technology tools used by financial advisors across industry channels, and their assessments of those technology tools.” It's significant to point out that both studies maintain strict criteria for respondents through various measures such as unique codes, mandatory years in business, required account creation, and no sponsorships, to ensure the study's impartiality.
Did the Kitces Report pique your interest about RightCapital? See it for yourself in a 1:1 personalized demo with one of our product specialists by booking a demo below.
