Amplify Technology, LLC, the Scottsdale, Arizona-based AI-native RIA growth platform, has released a set of platform enhancements targeting three persistent friction points in the advisor workflow.
The upgrade includes documenting risk tolerance on exception accounts, managing rebalancing from a single location, and giving clients a simpler path into the Addepar portal.
Under the previous configuration, risk tolerance on Amplify's platform was captured at the household level. The September 2026 release allows advisors to record a separate risk tolerance score on individual accounts that fall outside the household profile – what the firm refers to as exception accounts – using the same questionnaire templates and scoring logic already in use across the book.
The Account List view now displays each account in the household with its current risk status, the source of the score, the custodian, the most recent risk tolerance questionnaire date, and both the portfolio and tolerance scores in a single screen.
Churni Bhattacharya, chief product officer at Amplify Technology in Scottsdale, described the practical compliance problem the change is meant to solve.
"Every book of business holds accounts that sit outside the household profile for good reason," she said. "Advisors have been left with a household score skewed by the exception, or at risk of not accounting for the exception because it was living in a silo. Neither position would be defensible in a suitability review. Adding risk tolerance at the account level ends that trade-off."
The suitability question is not a niche one. A 2026 survey conducted by Oxford Risk across seven markets – including Australia, the United Kingdom, France, Spain, Italy, Ireland, and New Zealand – found that 78 percent of wealth managers expect global industry spending on technology to address suitability will increase over the next five years, with roughly one in six anticipating substantial increases.
Amplify has also brought trading functions under a single module. Trade Management is now the unified destination for rebalancing activity, with expanded rebalance modes, account filtering, target weights visible at a glance, and lower execution drift reserves on equity sales.
David Hatfield, chief technology officer of Amplify Technology, said the consolidation eliminates a workflow that previously required advisors to navigate multiple areas of the platform.
"A rebalance used to require a tour of the platform," he said. "Trade Management is now the single destination for trading activity, so the path from spotting an account to submitting trades all runs in one location. The mode can also match the account rather than the account working around the mode."
The change is consistent with a broader pattern Amplify has pursued since earning the highest CSAT rating for a TAMP in the 2026 T3/Inside Information Software Survey – a score of 8.67, according to the company – and its shortlisting for the InvestmentNews 2026 Excellence Awards in the Most Innovative Use of Wealthtech category.
The third component of the September release addresses client access. Previously, advisors who wanted to give clients access to the Addepar client portal were required to create a second set of credentials, adding an administrative step and a point of friction for the end client.
Advisors can now send client portal invitations directly from Clarity, Amplify's CRM module, allowing clients to log in using their existing Amplify credentials. The result is a single sign-on experience rather than a second account.
Jack Martin, chief marketing officer at Amplify Technology, framed the release as part of an ongoing refinement cycle rather than a single headline launch. "Experience is made up of a lot of small things, not always one big thing," he said. "We're constantly refining the platform, and this September release reflects a number of important changes we've made to improve that experience."
Martin also signaled that a further release is in development. "It's also setting the stage for what's next: a new release coming that's designed to redefine the digital onboarding experience," he said.
Amplify, which supports more than 655 advisors and $24.5 billion in assets on its platform according to the company, has been expanding its platform integrations through 2026.
In July 2026, the firm launched a custody integration with Goldman Sachs Custody Solutions through its Custody Command Layer, targeting large RIAs and enterprise platforms seeking institutional-grade custody support. In August 2026, Brookwood Investment Group, a Phoenix-based RIA that has grown from $515 million to more than $1.5 billion in assets over two years, selected Amplify to build a unified data platform across its advisor network.
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