Practifi
The performance optimization platform built for wealth management
Overview
Practifi is a CRM and performance optimization platform purpose-built for the wealth management industry. Founded in 2013 in Sydney, Australia by Glenn Elliott and Adrian Johnstone, the company expanded to the United States in 2017 and established its primary headquarters in Chicago, Illinois. Built natively on the Salesforce platform, Practifi delivers enterprise-grade client relationship management, workflow automation, and business intelligence to registered investment advisors (RIAs), wealth management firms, financial advisors, and broker dealers.
The platform is designed to help financial advisory practices grow client relationships, automate operational workflows, ensure compliance monitoring, and generate actionable business insights -- all within a purpose-built environment that extends the Salesforce ecosystem. Practifi serves clients across the United States and Australia and has grown from an early-stage fintech to an award-winning platform recognized as one of the top CRMs for RIAs.
In December 2025, Practifi launched Practifi Intelligence, a suite of AI-powered capabilities integrated directly into the CRM. This offering delivers smart conversation summaries, automated workflow recommendations, and intelligent follow-up generation, with additional AI functionality planned for 2026.
Products & Services
Practifi CRM Platform
Core client relationship management system purpose-built for wealth management workflows. Allows firms to create rich client records, manage relationships, track business pipelines, and access advanced performance analytics -- all within a Salesforce-native environment.
Key Features
- Purpose-built wealth management client records and relationship tracking
- Configurable workflow automation for onboarding, compliance, and business development
- Advanced business performance dashboards and pipeline analytics
- Hundreds of pre-built integrations with custodial and wealth management systems
Target Users: Registered investment advisors (RIAs), wealth management firms, broker dealers, financial advisory practices
Practifi Intelligence
AI-powered capabilities suite launched December 2025, integrated natively into the Practifi CRM.
Key Features
- Smart conversation summaries for advisor-client interactions
- Automated workflow recommendations driven by AI analysis
- Intelligent follow-up generation within familiar CRM workflows
- Planned expansion of AI functionality throughout 2026
Target Users: Wealth management advisors seeking AI-assisted client engagement and operational efficiency
Analytics and Reporting
Advanced business performance dashboards and unified reporting across client and organizational data, enabling firms to track growth, manage pipelines, and optimize advisor performance.
Key Features
- Business performance dashboards and KPI tracking
- Pipeline analytics and revenue forecasting
- Consolidated reporting across client segments and advisor teams
Target Users: Wealth management firm leadership and operations teams
At a Glance
- Founded
- 2013
- Headquarters
- Chicago, IL
- Employees
- 51-200
- Funding
- Series B
Category & Focus
- Category
- CRM / Practice Management
- Subcategories
- Workflow Automation Business Intelligence Client Management
- Insurance Verticals
- Life & Annuity
- Target Customers
- Brokers, Agents/Agencies
Customers
- Registered investment advisors (RIAs) across the United States
- Wealth management firms and financial advisory practices
- Broker dealers in the US and Australia
Last updated: 2026-06-05