A commission management operating system for financial advisors — powered by FinHQ, a domain-first platform for advisory business logic, analytics, and AI.
Context
Advisor360 is the flagship product I am building — a private, production application for my dad's financial advisory business. It is authenticated, actively used, and not publicly accessible.
It is not a single application in the usual sense. Advisor360 consists of two major systems:
- Advisor360 — the advisor-facing web application where commissions, clients, goals, portfolios, and business insights are managed day to day.
- FinHQ — the backend platform that powers Advisor360 through domain APIs, analytics engines, forecasting, AI tooling, and reusable business services.
Separating the product experience from the domain platform makes both systems easier to evolve independently while keeping business logic centralized.
Problem
Years of advisory operations had grown across spreadsheets, manual reconciliation, and disconnected workflows. Income was hard to trace across insurance and mutual fund partners. Client and portfolio context lived in different places. Goals were tracked informally. Useful analytics only surfaced at year end — too late to change course.
The problem was not missing data. It was missing coherence: no single place where the business could see what was happening and act on it. And as the product grew, it became clear that bolting analytics and AI onto page-specific endpoints would not scale.
Product
Advisor360 is the user-facing operating system. Advisors use it to run the business:
- Commission tracking across insurance and mutual fund partners.
- Partner management for insurers and mutual fund houses.
- Client and portfolio views with holdings, folios, SIPs, and AUM snapshots.
- Goal setting with absolute and relative targets.
- Earnings analysis through insights, matrix, and activity views.
- Business insight cards for forecasts, partner trends, seasonality, and data-quality checks.
- Research tools for mutual fund lookup, SIP returns, lump sum returns, SWP, rolling returns, volatility, and asset allocation.
Because the application is private, the product gallery on this page is how the work is shown.
System Architecture
Advisor360 is powered by FinHQ, a domain-first backend platform I built to centralize business logic, analytics, and AI capabilities for advisory workflows — rather than treating the backend as a thin CRUD layer in front of a database.
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FinHQ Platform
FinHQ is not simply an API layer. It exposes analytics, forecasting, AI chat, and policy-driven orchestration as platform capabilities rather than page-specific endpoints. Concretely, it provides:
- Domain APIs shaped around advisory workflows, not screen-by-screen CRUD.
- An analytics engine for earnings, activity, and operational views.
- AI orchestration for insight generation and conversational access to business data.
- Research services for mutual fund and portfolio analysis.
- Business insight generation — forecasts, partner trends, seasonality, data-quality signals.
- Shared contracts that keep the frontend and backend aligned as the domain evolves.
What lives where
Advisor360 (frontend) owns the advisor experience: workflow surfaces, presentation, interaction design, and authentication. Built as a React SPA with TanStack Start, TanStack Router, TanStack Query, and Clerk. Internal API routes proxy into FinHQ so the UI stays focused on product behaviour, not domain plumbing.
FinHQ (platform) owns the domain: business rules, data modelling, analytics pipelines, forecasting logic, AI tooling, and reusable services that multiple product surfaces can draw on. This is where correctness, consistency, and reusability actually live.
Why this shape
FinHQ exists because advisory software accumulates complexity quickly — commissions, partners, clients, goals, research, and AI-assisted insights all interact. Collapsing that into page-specific backend endpoints would duplicate logic, make analytics harder to trust, and trap AI features inside individual screens.
The domain-first API design means FinHQ can power Advisor360 today while remaining a reusable platform as the product surface evolves. AI fits into the architecture as orchestrated capability on top of structured domain data — not as a chat widget pasted onto unrelated endpoints.
Current State
Advisor360 and FinHQ are both in active production use. The application and repositories remain private. The gallery captures the current product surface; this case study is the best public record of how the systems were conceived, separated, and built.
