What Practifi does

Practifi is a CRM and business management platform purpose-built for the wealth management industry, founded in 2013 by Adrian Johnstone and headquartered in Chicago with APAC operations in Sydney. The platform runs on Salesforce Lightning infrastructure and is sold primarily to registered investment advisors, multi-family offices, and independent financial advisors in the US, UK, and Australia, with named customers including Focus Financial Partners, Apollon Wealth Management, and Concurrent. The product combines a pre-configured household-based data model, role-based apps for advisors, operations, compliance, and management, and a layered set of add-ons (Practifi Intelligence, Portals, Protect, Promote, Sandbox) that extend the platform into AI, client engagement, security, marketing, and testing.

Practifi generates revenue through a per-seat subscription model starting at $120 per user per month, with guided implementation included in every subscription; add-on modules and complex deployments generate incremental subscription and professional services revenue. The go-to-market combines direct enterprise sales, inside sales for growth-stage firms outgrowing entry-level CRMs such as Redtail and Wealthbox, and channel partnerships with wealth management consultancies like The Oasis Group. The platform claims 80% faster implementation than custom Salesforce FSC builds and 10,000+ users across the wealth management industry, with five major product releases per year (Pinot Meunier, Sauvignon Blanc, Alicante Bouschet, Blaufränkisch, Fiano) all focused on the wealth management vertical.

The 2025 introduction of Practifi Intelligence, a native AI suite covering meeting transcription, sentiment and topic classification, conversational Chat, Smart Notes, and no-code workflow automation, marks a material platform expansion and positions AI as a core differentiator. Practifi is privately held with disclosed funding of approximately $20 million cumulatively across 2015-2020 rounds including Updata Partners and Salesforce Ventures, and employs 51-100 staff. The company reports enterprise-grade security certifications inherited from Salesforce (SOC 1/2/3, ISO 27001, FedRAMP High) and compliance support for SEC, FINRA, FCA, ASIC, and PIPEDA frameworks.

Name

Practifi

Legal name

Practifi

Website

https://practifi.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Practifi is a Salesforce-native CRM platform purpose-built for wealth management firms, serving RIAs, multi-family offices, and IFAs with compliance workflows, household data models, and AI-powered meeting intelligence via subscription starting at $120 per user per month.

Ownership category

akta.pro rank

Product category

Wealth Management CRM Software

NAICS

Software Publishers (513210), Software Publishers (51321), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

akta.pro secondary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

Keywords

• Wealth management CRM
• Financial advisor software
• RIA practice management
• Multi-family office platform
• Salesforce-based CRM

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Platform Subscription: Practifi operates on a per-user per-month subscription model. Pricing starts at $120 per user per month. Guided implementation is included in every subscription. The platform add-ons (Intelligence, Protect, Promote, Portals, Sandbox) are available as subscription add-ons.
2. Professional Implementation Services: While guided onboarding is included, more complex implementations may incur additional professional services fees. Implementation costs for complex FSC builds run $50K-$250K+, while Practifi implementation costs less than $15K.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Practifi sells a wealth-management CRM and business management platform built on Salesforce Lightning, delivered as a per-user subscription starting at $120 per user per month with guided implementation included. The platform provides pre-configured household data models, compliance workflows, role-based apps, and native AI capabilities, with optional add-ons for client portals, enterprise security, marketing automation, and sandbox testing, sold to RIAs, multi-family offices, and IFAs globally.

Product overview

Practifi is a unified CRM platform purpose-built for wealth management, consisting of a core CRM product built on Salesforce Lightning infrastructure with five platform add-ons (Practifi Intelligence, Practifi Portals, Practifi Protect, Practifi Promote, Practifi Sandbox). The core platform delivers pre-configured household-based data models, compliance workflows, and role-based apps for advisors, operations, compliance, management, and business development. Practifi Intelligence is the AI-native layer powering Meeting Intelligence (AI Notetaker, transcription, summaries, sentiment, topic classification), Relationship Intelligence (Chat, Smart Notes, Pre-Meeting Preparation, Groups), and Admin Intelligence (Smart Process Builder, Smart Component Builder). Add-ons extend functionality for client portals, cybersecurity, marketing automation, and safe testing environments. Platform access starts from $120 per user per month with guided implementation included.

Differentiator

Problem solved

Functional benefit

Brands

• Practifi Intelligence: CRM native AI assistant with meeting intelligence, relationship intelligence, and admin intelligence capabilities
• Practifi Portals
• Practifi Protect
• Practifi Promote
• Practifi Sandbox
• Smart Process Builder
• Follow-up Assistant
• Smart Notes
• Chat
• Groups

Products and services

• Practifi CRM Purpose-built CRM for wealth management firms running on Salesforce Lightning, with pre-configured household data models, compliance workflows, role-based apps, and AI capabilities for RIAs, multi-family offices, and IFAs managing from $1B to hundreds of billions in AUM.
• Practifi Intelligence AI-native add-on suite for the Practifi CRM offering Meeting Intelligence, Relationship Intelligence, and Admin Intelligence capabilities including AI Notetaker, transcription, summaries, Smart Notes, Chat, and Smart Process Builder for advisory workflows.
• Practifi Portals Client-facing portal built on Salesforce Experience Cloud that displays client financial information including account balances, portfolio performance, asset allocation, documents, alerts, and educational materials.
• Practifi Protect Enterprise-level security add-on providing data encryption at rest, event monitoring, and field audit history for enhanced cybersecurity posture and regulatory compliance readiness.
• Practifi Promote Marketing add-on enabling data-driven campaign management with segmented client lists, campaign tracking, ROI attribution, and integrations with Pardot, Marketing Cloud, and HubSpot.
• Practifi Sandbox Testing environment add-on providing an isolated space for testing product upgrades, training teams, and experimenting with customizations before implementing changes in production.

Quantifiable outcome

• 80% faster implementation than custom Salesforce builds
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration35 records

AI capability11 records

Feature12 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• OrioncoreTechnology or IntegrationIntegration partnership for portfolio management system connectivity. Orion's 2022 acquisition of Redtail means its product roadmap increasingly serves the Orion ecosystem, making Practifi a strategic alternative for firms outside that ecosystem.
• Black DiamondcoreTechnology or IntegrationIntegration partnership for portfolio management and reporting. Enhanced bidirectional sync capabilities allowing record creation and updates directly from Practifi to Black Diamond with real-time syncing.
• AddeparcoreTechnology or IntegrationIntegration partnership for wealth management data aggregation and reporting platform.
• Schwab Advisor CentercoreTechnology or IntegrationIntegration partnership for custodian connectivity enabling data sync with Schwab platform.
• Envestnet (Moneyguidepro, Tamarac)coreTechnology or IntegrationIntegration partnerships for financial planning tools including Moneyguidepro and Tamarac reporting.
• The Oasis GroupflagshipStrategic or Co-development PartnerWealth management consultancy partnership where The Oasis Group released a white paper on CRM selection sponsored by Practifi. White paper outlines three-phase implementation framework and research showing 75% of CRM implementations fail due to rollout strategy, data architecture, and change management issues.
• Microsoft 365 / Microsoft OutlookcoreTechnology or IntegrationIntegration partnership for productivity tools including email sync and calendar integration for meeting detection.
• ZoomcoreTechnology or IntegrationIntegration for AI Notetaker to automatically join and record video calls, capturing audio and video to generate transcripts stored securely in Practifi.
• Salesforce AppExchange PartnerscoreTechnology or IntegrationAccess to 3,000+ apps on Salesforce AppExchange including integrations with DocuSign, Conga, Box, Dropbox, HubSpot, Mailchimp, Constant Contact, Campaign Monitor, Formstack, and other productivity tools.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Salesforce Financial Services Cloud: Salesforce's industry-specific CRM for financial services including wealth management. Direct competitor as the underlying platform on which Practifi is built; FSC is positioned as the enterprise alternative with full custom build-out capability and higher per-user pricing ($300-$500/month).
• Envestnet Tamarac: Envestnet's portfolio management and reporting platform for RIAs that includes CRM and client portal capabilities. Competes as part of Envestnet's broader wealth management technology suite with Tamarac reporting and MoneyGuidePro planning.
• HubSpot CRM: General-purpose CRM platform with marketing automation, sales hub, and service hub. While not wealth management-specific, it is a common alternative for RIAs seeking a unified platform and is integrated with Practifi for marketing workflows.
• Microsoft Dynamics 365: Enterprise CRM and ERP platform from Microsoft. Competes broadly for enterprise RIA and multi-family office customers with deep Microsoft 365 integration, often positioned as a Salesforce alternative for organizations standardized on Microsoft.

Direct peers

• Redtail CRM: CRM purpose-built for financial advisors, now owned by Orion. Competes head-to-head with Practifi in the RIA market, positioned as the entry-level option (~$59/user/month). Practifi's competitive content explicitly targets firms outgrowing Redtail.
• Wealthbox CRM: CRM built specifically for financial advisors, positioned as an entry-level alternative to Salesforce. Targets solo advisors and small RIAs. Practifi targets the same firms as they outgrow Wealthbox's capabilities.
• Orion (now includes Redtail): Orion acquired Redtail CRM in 2022, creating an integrated portfolio management + CRM offering for RIAs. Competes with Practifi by offering a unified platform that combines portfolio management and CRM in a single vendor relationship.

Emerging players

• Addepar: Wealth management data aggregation and reporting platform that increasingly serves enterprise RIAs and family offices. While primarily a portfolio analytics platform, it provides integration data to Practifi and competes for the same enterprise RIA technology budgets.
• Black Diamond (Ansys): Portfolio management and reporting platform for RIAs. Provides native integration with Practifi but also offers client portal and reporting capabilities that overlap with Practifi Portals add-on, making it a partial competitor for end-to-end advisor workflows.
• Zocks: AI-powered meeting intelligence and document automation tool for financial advisors. Integration partner of Practifi but also a partial competitor for AI meeting notes and document intelligence capabilities, targeting the same AI-driven productivity opportunities.

Market position

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/Practifi
• YouTubeyoutube.com/channel/UCldBQFwcsAJVETFtiEsNhSw
• Facebookfacebook.com/Practifi
• LinkedInlinkedin.com/company/practifi
• Instagraminstagram.com/practifi

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Practifi