San Francisco, CA-based Ritholtz Wealth Management has linked up with the technology firm Upside to launch Liftoff, a wealth management solution that makes its proprietary asset allocation strategies available to emerging affluent investors.

New York-based Ritholtz Wealth Management has linked up with the technology firm Upside to launch Liftoff, a wealth management solution that makes its proprietary asset allocation strategies available to emerging affluent investors.

Liftoff aims to provide a “simple approach to investing that is durable enough to take clients through any market cycle,” the firm said.

“We created Liftoff for investors who haven't traditionally been served by thoughtful, high-quality financial advisory firms,” said Barry Ritholtz, chairman and chief investment officer of Ritholtz Wealth Management.

Ritholtz and Josh Brown, chief executive of Ritholtz Wealth Management, will join Upside's board of advisors.

The move is part of a broader trend in the wealth management sector that is seeing many firms launch digital offerings, as many individuals - particularly those at the lower end of the wealth spectrum - consider the “DIY” investing approach.