Goldman Sachs Asset Management and T. Rowe Price announced the launch of co‑branded model portfolios on December 15 2025, the first products to enter the market under the firms’ September partnership.
Four model portfolios were introduced on the GeoWealth UMA platform, combining mutual funds and ETFs from both companies; a fifth high‑net‑worth portfolio featuring direct indexing and evergreen alternatives is slated for release in the first half of 2026. The offerings target mass‑affluent and high‑net‑worth clients and are designed to blend active and passive strategies that reflect each firm’s strengths.
The partnership seeks to merge Goldman’s extensive distribution network with T. Rowe Price’s investment expertise, thereby expanding both firms’ reach in the wealth‑management space. The launch marks a key milestone in a broader alliance that also includes co‑branded target‑date series, multi‑asset public‑private solutions, and a managed‑account platform for independent advisers.
T. Rowe Price reported $1.79 trillion in client assets as of November 30 2025, up from $1.77 trillion in Q3 2025, despite net outflows of $8.0 billion in November. Goldman Sachs Asset Management oversees approximately $3.5 trillion in assets under supervision as of September 30 2025. While the new portfolios have not yet disclosed revenue impact, they are expected to generate additional income streams for both firms.
Greg Wilson, Co‑Head of Americas Third‑Party Wealth at Goldman Sachs, said the collaboration will help advisors reach more investors and deliver better outcomes. Kevin Collins, Head of U.S. Intermediaries at T. Rowe Price, highlighted the partnership’s ability to provide confidence and guidance to advisors navigating today’s markets.
The launch positions both firms to capture growing demand for model portfolios, which offer advisors efficiency and scalability. It also aligns with the industry trend of increasing adoption of customized model portfolios, though it may present scalability challenges as the number of models expands.
The co‑branded model portfolios represent a strategic expansion of both firms’ product offerings and distribution capabilities, potentially driving new revenue and strengthening their competitive position in the wealth‑management market.
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