WealthStack Roundup: Practifi Pivots to AI-Driven CRM Sentir
Practifi, a Chicago-based customer relationship management provider for wealth firms, has launched an AI-driven CRM called Sentir, which it says automates client service actions and provides prompts for interaction, while rebranding its current CRM.
In an announcement this week, Practifi CEO Adrian Johnstone said Sentir briefs advisors on account status, prepares meeting materials, recommends next steps and draws in context from outside the CRM.
“For decades, CRMs have been perceived as takers. A system where advisors need to input and constantly update information,” Johnstone said. “With Sentir ingrained in operations, client service, and account management, advisors can view their CRM as a giver.”
The existing Practifi system will now be known as Practifi Naya and will remain available to current and new users. However, the firm also said wealth managers can convert to Sentir “with no friction.”
Sentir includes 16 AI agents offering analysis on tax, financial planning and client sentiment, according to the announcement. The system also has a notetaker that captures video and in-person meetings, a meeting prep workspace that drafts notes to firm templates and a timeline that consolidates every meeting, email, service request, and life event into a single view.
Advisors can query the system through chat and safely connect to other data sources, according to the company.
Morningstar and PitchBook Integrate With Google Cloud’s Gemini
Financial service information and data providers Morningstar and PitchBook have penned a deal with Google Cloud to launch Gemini Enterprise for Financial Services, which will provide “source-attributed research and private market intelligence” within Gemini Enterprise, the companies announced this week.
Gemini Enterprise for Financial Services, as backed by Chicago-based Morningstar and its PitchBook, will be available soon, according to the companies. The integrations will give subscribers access to Morningstar’s public-market investment data, research and analysis, alongside PitchBook’s private-market intelligence on companies, investors, funds and transactions.
Seth Sprinkle, global head of AI platforms strategy and partnerships for Morningstar, said the announcement that AI is transforming the financial services space, but its value is determined by the information it’s drawing on.
“By bringing independent research and investment intelligence from Morningstar and PitchBook into Gemini Enterprise for Financial Services, we want to help investors access our insights more efficiently, while preserving transparency in the sources behind those answers,” Sprinkle said.
Users will be able to generate source-attributed research from Morningstar and PitchBook content, ask targeted questions about investments and private capital activity, and incorporate investment intelligence into workflows without switching between multiple applications, the companies said.
AssetMark Launches AI-Driven System to Convert Client Portfolios to Talking Points
AssetMark, a Concord, Calif.-based wealth management platform with more than $180 billion in assets, said it has launched Talk Tracks, an AI-driven feature that turns portfolio and market data into personalized talking points for advisors to leverage with clients.
The feature is live now on the firm’s AssetMark Advisor Portal to synthesize client portfolio data, market context, performance activity and relevant news to generate personalized talking points. Those prompts appear as a side panel where advisors can review portfolio summaries, market context tied to client holdings, sector-level explanations and tax-savings insights for accounts enabled with Tax Management Services, according to Alex Pape, chief product and technology officer at AssetMark.
“AI creates the most value when it becomes part of how advisors already work, not another destination they have to manage,” Pape said in the announcement. “By connecting real portfolio analytics with AI, it gives advisors a tailored guide for each client while keeping their judgment at the center of every client conversation.”
More than 100 advisors participated in testing during development, according to the firm.
In the meantime, AssetMark is working on additional AI projects focused on client proposal generation and investment model creation.
WealthReach and VastAdvisor Partner to Connect Organic and Paid Advisor Marketing
WealthReach, a New York-based organic growth platform for registered investment advisors, has partnered with client acquisition firm VastAdvisor to identify high-intent prospects searching for advisor services online and to target ad spend to convert them.
Through the partnership, WealthReach identifies previously anonymous visitors to an RIA’s website and those actively searching for topics related to the firm’s services online, then automatically exports these contacts into VastAdvisor’s platform, according to Michael Barrasso, co-founder and CEO of WealthReach.
“Targeting prequalified prospects means a firm’s marketing budget stops being spent in a spray-and-pray fashion and starts going toward those most likely to become clients,” Barrasso said in the announcement.
WealthReach mines for prospects on an RIA’s website, traditional search engines and AI search platforms, including ChatGPT, Claude and Perplexity. VastAdvisor then runs paid campaigns targeted at these qualified audiences on channels including Google, Meta and LinkedIn, according to the firms.
The partnership is available now to mutual WealthReach and VastAdvisor clients, the companies said.
Earlier this month, VastAdvisor announced it has secured a $1 million fundraising round led by investors, including Dani Fava, chief strategy officer at Carson Group.
