Help Center

Syncing with Orion

Orion Advisor Technology helps financial advisors prospect, plan, invest, and achieve within a single, connected, technology-driven experience. The integration between LeadCenter and Orion allows advisors to sync custodian accounts under the contact's account in LeadCenter.

Enable the integration with Orion

1. Go to Settings → Basic Settings → Integrations → Custodians.
2. Under the Orion card, click Connect. This will open the Orion Advisor Services login page.
3. Enter your username and password, then click Sign In.



4. If the login is successful, you will be redirected to the integration screen in LeadCenter. You will see the status "Connected" like this:

The first time you establish the connection, LeadCenter will fetch all Orion accounts. The next step is to link these accounts to contacts in LeadCenter.

Syncing Orion Accounts to LeadCenter

After the Orion integration is connected, LeadCenter pulls Orion accounts into the Unlinked Accounts page so your team can review, link, or create financial accounts in LeadCenter.

1. Go to the Accounts page.
2. Click Unlinked Accounts.
3. Review the Orion accounts that are ready to be linked.

On the Orion Unlinked Accounts page, LeadCenter groups accounts by Orion registration ID. This makes it easier to review accounts that belong together before linking them.

Orion unlinked accounts are grouped by registration so related accounts can be reviewed together.

Registration-Level Actions

Each registration group includes actions for the full group:

• Link all registration accounts to start the linking flow with that registration pre-selected.
• Delete all registration accounts to remove the full registration group from the unlinked list.

Individual accounts inside the group still keep their own actions, including Find & Link, Auto link to possible match, and Delete.

Link Accounts Individually

When reviewing an unlinked Orion account, you can choose the best option for that account or registration.

1. Click Find & Link for an individual account, or choose Link all registration accounts for a registration group.
2. Select one of the available options:

• Link to an existing issued account to connect the Orion account to an existing LeadCenter account.
• Create a new main account to create a new LeadCenter account for a selected contact.
• Create a new related account under an existing main account to attach the Orion account under an existing LeadCenter main account.
• Replace Orion linked account to replace the currently linked Orion account on an existing LeadCenter account.

How LeadCenter Chooses the Main Account

When you link a full Orion registration at once, LeadCenter chooses the main account in this order:

1. If the registration includes a custodial wrapper, that account becomes the main account.
2. If there is no custodial wrapper, the oldest account by created date becomes the main account.

The remaining accounts in that registration are attached as related accounts under the main account.

Set Custodial Accounts Issued Amount to $0

When a selected registration includes a custodial wrapper, LeadCenter shows the option Set custodial accounts issued amount to 0.

This helps prevent double-counting when the wrapper acts as the registration container and the actual value is represented in related accounts.

Custodial wrappers can be saved with an issued amount of $0 to help avoid double-counting.

The checkbox defaults to ON when applicable.

Additional Orion Account Details

Orion account IDs can be opened directly in Orion from multiple places in LeadCenter.

• Account details page
• Accounts page when Orion ID and Orion registration ID columns are enabled
• Orion Unlinked Accounts page

Filter Orion Linked and Unlinked Accounts

The Orion linked and Orion unlinked account pages include filters to help your team review accounts during linking.

• Orion linked accounts: Financial Accounts → Linked accounts → Orion
• Orion unlinked accounts: Financial Accounts → Unlinked accounts → Orion

On both pages, use the dropdowns above the table to filter by:

• Account type
• Management style
• Sleeve type

You can use these filters together with Search and Sort by. To remove a selected filter, click the X on its badge, or open the same dropdown and choose Clear.

Note: These Orion linking-page filters are separate from the main Accounts page filter panel. On the main Accounts page, the only Orion-specific filter is Orion sleeve type.

Pull Accounts with No Current Value

LeadCenter includes an Orion setting called Pull accounts with no value from Orion. This setting can be useful for:

• Custodial wrappers
• Contribution sleeves
• Distribution sleeves
• Recently opened accounts that have not yet been funded

1. Go to Integrations.
2. Locate the Orion card.
3. Click Settings.
4. Turn on Pull accounts with no value from Orion.
5. Save your changes.

Use the Orion settings window to include accounts that do not currently show a value.

Additional Fields Filled Automatically from Orion

When you create an account from Orion or link an Orion account to an existing account in LeadCenter, LeadCenter automatically fills in additional account fields for you.

• Tax qualified?
• Tax type
• Managed?
• Discretionary?

How Tax Type Works

LeadCenter tries to match the Orion account’s tax type to one of your existing Account tax types.

• Smart matching: LeadCenter can match even if the formatting is slightly different, such as capitalization, punctuation, or word order.
• Auto-create: If no match is found, LeadCenter automatically creates a new Account tax type for you.

Where to Manage Account Tax Types

You can view and edit account tax types in Settings → Database Lists → Account tax types.

LeadCenter will automatically update the current value of each synced account from Orion once every 24 hours.

For Orion-linked accounts, the Application Signed Date should not appear after the Policy/Account Issue Date. If Orion provides an issue date that is earlier than the created date, the signed date is set to 15 days before the issue date to keep the timeline consistent.

Insurance Accounts in Orion Sync

LeadCenter supports syncing both AUM and Insurance accounts from Orion. When you link or create accounts from Orion, insurance products are automatically recognized and created as Insurance accounts in LeadCenter.

This ensures insurance and investment accounts are categorized correctly during the sync process without requiring manual updates.

How Insurance Accounts Are Created

When working with Orion accounts in LeadCenter, the account type is determined automatically based on the Orion account type:

• Orion account types that represent insurance products are created as Insurance accounts in LeadCenter.
• All other Orion account types continue to create AUM accounts by default.
• The Orion account type is displayed in the linking modal so you can clearly see how the account will be mapped before completing the action.

Supported Orion Insurance Account Types

The following Orion account types will create Insurance accounts in LeadCenter:

• Fixed Annuity
• Fixed Annuity IRA
• Fixed Indexed Annuity
• Fixed Indexed Annuity Bene IRA
• Fixed Indexed Annuity IRA
• Fixed Indexed Annuity Roth
• Fixed Indexed Annuity SEP
• Life Insurance
• MYGA

All other Orion account types will continue to create AUM accounts.

Linking or Creating Accounts from Orion

When reviewing an unlinked Orion account, you can choose how to bring it into LeadCenter:

1. Open the Orion account from the Unlinked Accounts list.
2. Select one of the following options:
• Link to an existing issued account — Search and link to an existing LeadCenter account (AUM or Insurance).
• Create a new main account — Select a contact to create a new LeadCenter account from the Orion account.
• Create a new sleeve account — Select an existing issued main account to create and link a sleeve account.

LeadCenter automatically sets the account type during creation based on the Orion account type.

Bulk actions

You can select multiple Orion accounts on the page and then use the bulk action bar to link multiple accounts at once.

• Bulk Find & Link rules: When multiple accounts are selected, the Link to an existing issued account option is hidden. Use the Sleeve or Contact option to apply the action to all selected accounts.
• Bulk sleeves: Select multiple Orion accounts, click Find & Link, choose Sleeve, then select the main issued account. LeadCenter will create one sleeve per selected Orion account.
• Bulk create main accounts: Select multiple Orion accounts, click Find & Link, choose Contact, then select the contact. LeadCenter will create one account per selected Orion account.

Delete unlinked accounts

If an imported Orion account should not be linked, you can remove it from the unlinked list:

• Delete (per row): Click the trash icon next to the account.
• Delete selected (bulk): Select multiple rows and click Delete selected.

Note: You can only delete accounts that are not already linked to a LeadCenter financial account.

Completing Insurance Account Details

After an Insurance account is created, you can complete any additional insurance-specific details in LeadCenter, such as carrier or product information, depending on your workflow.

Account classification (AUM vs Insurance) is handled automatically and does not need to be changed manually.

Why This Matters

• Keeps insurance and investment accounts accurately categorized.
• Reduces manual cleanup after syncing accounts from Orion.
• Provides a clearer view of a client’s full relationship, including both investments and insurance.

Need Assistance?

If you have questions about syncing or linking insurance accounts from Orion, contact LeadCenter Support at support@leadcenter.ai.