eMoney Advisor is extending its capabilities beyond financial planning and aggregation to emphasize the role of advisor coaching and practice management.

The Conshohocken, PA-based tech firm eMoney Advisor, which is to be acquired by Fidelity Investments as reported here, has partnered with Peak Advisor Alliance to offer an advisor coaching and practice management program.

Digital Fortress, available through the firm's emX Select tool, is designed to help advisors in the areas of client communication, practice management, website management and marketing automation.

In what has in some respects become a very technology-focused industry, eMoney Advisor is reinforcing the importance some of the more qualitative elements of advisor business enhancement in a "holistic" context.

“Today’s advisors are looking to simplify their day-to-day operations and access their most important applications from within one platform,” said Edmond Walters, eMoney’s founder and chief executive.

By adding Digital Fortress to emX Select, eMoney’s advisors now have single sign-on access to marketing tools that will help them communicate their value, Walters added.

Besides Digital Fortress, emX Select features data integrations with Morningstar, Orion, Redtail, HiddenLevers, Albridge Wealth Advisors and MoneyGuidePro.

eMoney said it plans to add around 20 additional partners to that list this year.