Finpace

What Finpace does

Finpace (legal entity Finpace Technology, LLC; previously BA Platform Holdings, LLC) is a Knoxville, Tennessee-based software company founded in 2020 by B. Forrest Tuten, a former financial advisor. The company operates a remote-first organization of approximately five employees and is bootstrapped, with no disclosed institutional funding or parent company. Its sole product is Emma, an AI-powered document intelligence platform that reads client documents (1040s, custodian statements, meeting notes, IDs, and scans), extracts structured fields, and reconciles them into a single source record that automatically fills custodian forms and syncs two-way with CRMs.

The platform is built around a proprietary form-field registry and a single-source-record architecture designed to prevent NIGO (Not-In-Good-Order) custodian rejections. Emma claims to reduce NIGO rates from an industry norm of 10–30% to under 5%, cut form completion time from 30–60 minutes to seconds, shorten account opening timelines from 2–4 weeks to 3–5 days, and generate $6,500–$10,500 in annual labor and rework savings for a 3-advisor firm. The product is offered in a Pro tier ($79/user/month billed annually, approximately $948/user/year) with a $50 free-credit entry point, and an Enterprise tier (20+ users) with custom pricing, API access, SSO, SOC 2 Type II documentation, and dedicated success management. Distribution is product-led growth via self-serve sign-up, supplemented by direct sales for Enterprise opportunities, with a comparison-page SEO strategy targeting advisors evaluating alternatives to PreciseFP, Verlo, Hubly, Docupace, and Jump.

The customer base consists of independent RIAs, financial advisory teams, and broker-dealers using Wealthbox, Redtail, and (planned) Salesforce as their CRM, with operational integrations for Schwab and Fidelity custodian forms and DocuSign for e-signature. The company is GDPR and CCPA compliant, with SOC 2 Type II certification in progress, and it received Evergreen Awards' 2025 'Best Financial Advisory Workflow Solution in the U.S.' recognition.

Name

Finpace

Legal name

Finpace Technology, LLC

Website

https://finpace.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Finpace builds Emma, an AI document-intelligence platform that reads client financial documents, extracts structured data, and auto-fills custodian forms and CRM records for RIAs and advisory firms to prevent NIGO rejections.

Ownership category

akta.pro rank

Product category

Wealth Management Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

Keywords

• Wealth management software
• Financial advisory software
• Document automation
• RIA compliance tools
• Account opening automation

Headquarters

HQ city

Knoxville, Tennessee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Per-Seat): Subscription-based SaaS priced per user per month (Pro tier at $79/mo billed annually, $948/user/yr) with a free entry point ($50 in Emma credits). Credits are pooled at the firm level and cover Emma's document reading, form filling, and meeting transcript tasks. CRM sync is always free. Additional seats can be added without upgrading to Enterprise.
2. Usage-Based Credit Overage: When monthly credits are exhausted, users can opt into auto-overage (off by default) at $0.25/credit with uncapped usage (or a self-set monthly spend limit). One-time credit bundles (500 for $125, 1,500 for $360, 4,000 for $900) are also available. This creates a hybrid consumption layer on top of the subscription base.
3. Enterprise Custom Contracts: Enterprise tier (20+ users) offers negotiated credit volumes, custom terms, dedicated success manager, custom integrations, SOC 2 Type II documentation, SLA, white-glove migration, and custom contract terms — priced via custom quote. Revenue is contract-value driven with potentially multi-year terms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Finpace sells Emma, an AI-powered document intelligence platform built for financial advisory teams. Emma reads original client documents (PDFs, scans, photos) to extract structured data, build a single source record per client, auto-fill custodian forms, sync to CRMs such as Wealthbox and Redtail, and prevent Not-In-Good-Order (NIGO) errors during the account-opening workflow. The product is sold to RIAs, broker-dealers, and hybrid advisory firms handling client onboarding, account maintenance, and ongoing document operations.

Product overview

Finpace is a single-product AI platform focused on one job: eliminating manual paperwork for financial advisors. The core product is Emma, an AI that reads client documents, extracts structured data, and auto-fills custodian forms from one source record to prevent NIGO rejections. Emma is paired with CRM sync modules for Wealthbox and Redtail (both live, two-way sync), and Salesforce sync coming soon. The platform is offered in two pricing tiers: Pro ($79/user/month) for individual advisors and teams, and Enterprise (custom pricing) for larger RIAs and broker-dealers. There are no separate add-on modules—features like DocuVault, Smart Forms, Emma AI Chat, priority processing, bulk PDF mapping, SSO, and API access are included at the appropriate tier.

Differentiator

Problem solved

Functional benefit

Brands

• Emma: AI assistant that reads client documents, extracts data, fills custodian forms, and syncs CRM records for financial advisors. Designed to prevent NIGO (Not In Good Order) rejections.

Products and services

• Emma

Quantifiable outcome

• NIGO rejection rate reduced from 10–30% to under 5% for firms using Emma, with the industry norm being 1-in-4 packets bounce.
• +5 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature7 records

Partnerships

13 partnerships are on record, tiered core, planned and infrastructure.

• WealthboxcoreTechnology or IntegrationLive two-way CRM integration with Wealthbox. Finpace pulls client data from Wealthbox to fill custodian forms and also pushes updated data back to Wealthbox after form completion. OAuth connection in two minutes — no API keys or CSV exports required. CRM sync is always free and never consumes Emma credits.
• RedtailcoreTechnology or IntegrationLive two-way CRM integration with Redtail. Finpace reads client records already in Redtail, pulls them to fill custodian forms, and pushes updated data back to Redtail after form completion. CRM sync is always free and never consumes Emma credits.
• SalesforceplannedTechnology or IntegrationSalesforce CRM integration is listed as 'Coming Soon' on the integrations page. No specific timeline or feature scope disclosed.
• DocuSigncoreTechnology or IntegrationBuilt-in e-signature capability via DocuSign integration, enabling ESIGN/UETA-compliant client signatures. Clients sign once, eliminating the need for repeated re-signing requests that are common with manual data entry workflows.
• Charles SchwabcoreTechnology or IntegrationSchwab is listed as a custodian whose account opening packets and transfer forms Emma fills. The partnership is operational: Emma maps Schwab's account application, transfer instructions, and beneficiary forms to fill them from source documents.
• FidelitycoreTechnology or IntegrationFidelity is listed as a custodian whose account opening packets Emma fills. The partnership is operational: Emma maps Fidelity's forms and fills them from source documents.
• AWS (Amazon Web Services)infrastructureTechnology or IntegrationAWS is the cloud infrastructure provider for Finpace. Listed as a sub-processor in the Data Processing Addendum (Exhibit C), located in North Virginia, United States. AWS maintains SOC2 and ISO 27001 certifications.
• SendgridinfrastructureTechnology or IntegrationSendgrid is listed as a sub-processor for email service delivery. Located in Colorado, United States. Used for transactional and informational SMS/email communications.
• StripeinfrastructureTechnology or IntegrationStripe is the payment provider for subscription fee collection. Located in California, United States. Handles credit card and payment processing securely.
• GithubinfrastructureTechnology or IntegrationGitHub is the code repository for Finpace. Located in California, United States. Listed as a sub-processor for software development and version control.
• GoogleinfrastructureTechnology or IntegrationGoogle is used for email hosting at Finpace. Located in California, United States. Listed as a sub-processor in the Data Processing Addendum.
• WebflowinfrastructureTechnology or IntegrationWebflow is the public website hosting platform for finpace.com and related properties. Located in California, United States. Listed as a sub-processor in the Data Processing Addendum.
• SlackinfrastructureTechnology or IntegrationSlack is used for internal communication at Finpace. Located in California, United States. Listed as a sub-processor in the Data Processing Addendum.

Scale indicators8 records

Recent moves6 records

Expansion highlights12 records

Others

• Riskalyze: Risk tolerance and proposal tools for advisors. Adjacent in the advisor tech stack with workflow touchpoints, but not a direct competitor to Finpace's onboarding paperwork focus.
• Wealthbox: CRM platform purpose-built for financial advisors. Not a direct competitor — Finpace has a live two-way OAuth integration with Wealthbox — but adjacent because both sit inside the modern RIA tech stack.
• FMG Suite: Marketing, content, and communication tools for financial advisors. Listed as a Finpace customer logo and adjacent in the advisor tech stack, though operating in a different workflow layer.
• Redtail Technology: Long-standing CRM for financial advisors. Like Wealthbox, not a direct competitor; Finpace offers a live two-way sync that reads client records from Redtail and writes updates back after forms are completed.

Broad incumbents

• Orion Advisor Technology: Large incumbent advisor platform spanning portfolio management, CRM, and account-opening workflows. Represents the type of broad incumbent Finpace competes against as it expands up-market.
• Docupace: Enterprise back-office document management and new-account processing platform built for broker-dealers and larger wealth managers. Finpace explicitly positions against Docupace for advisor and broker-dealer account-opening workflows.

Emerging players

• Verlo: AI-driven platform for financial advisors positioned against Finpace, PreciseFP, Hubly, and Jump. Competes directly with Finpace on the AI-for-advisors positioning even though it is at an earlier stage.
• Jump: AI-powered advisor platform spanning CRM, meetings, and client engagement. Competes with Finpace on the AI-driven advisor workflow surface area, though with a much broader scope than custodian paperwork.
• Hubly: Workflow orchestration platform for advisory practices covering meetings, CRM, analytics, and growth. Overlaps with Finpace on advisor onboarding workflows but with a broader product scope.

Direct peers

• PreciseFP: Form-first data-gathering and forms platform for financial advisors. Directly comparable to Finpace as the leading incumbent in advisor onboarding paperwork, though it relies on clients filling forms rather than reading existing documents.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/finpaceapp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Finpace