Abstract: The present invention is a web-based investment advisory system and method to assist financial advisors in delivering personalized investment advisory services to investors. According to one aspect of the present invention, an advisor can interactively i) assess a client's investment profile (ii) evaluate the risk dimensions of the client's current portfolio holdings, iii) recommend specific portfolio changes based on asset classes to create an optimized portfolio for the client's investment profile, iv) suggest specific investment products available through the advisor and v) seamlessly integrate with the advisors trading platform for executing purchase and sales orders. According to another aspect of the present invention, an advisor can interactively customize all or certain aspects of the advisory system. According to another aspect of the present invention, the advisor can give his clients access to the system through the Internet, thereby allowing for online collaboration between the advisor and client.