Finny lands Osaic deal to put AI prospecting in front of 11,000 advisors

Finny, an AI-driven prospecting and marketing startup for advisors, has inked a distribution deal with Osaic that will put its technology in the hands of one of the largest advisor networks in the US.

The fast-growing New York-based startup said Thursday that Osaic has made its platform available to more than 270 financial institutions and 11,000 financial professionals across the firm’s network.

Osaic oversees more than $700 billion in assets under administration, giving Finny a significantly larger footprint in the independent advice channel.

Advisors affiliated with Osaic will be able to use Finny to automate pieces of their outbound prospecting, including tracking client and prospect life events, segmenting by intent and running multi-step outreach campaigns. The goal is to help advisors increase client acquisition while spending less time manually researching and chasing leads.

“Osaic’s priority has always been to equip our financial professionals with the technology and resources that let them spend more time with clients and less time chasing prospects,” Dimple Shah, executive vice president of strategy and client experience at Osaic, said in a statement Thursday.

Finny’s platform combines a proprietary F-Score matching engine with what it describes as 1.8 billion daily intent signals drawn from online activity. Advisors can search for prospects based on real-time behaviors, then plug them into automated, multi-channel campaigns that span LinkedIn, email, voicemail and direct mail. The company pitches this as a way to build a cohesive prospecting “engine” rather than one-off marketing blasts.

“Advisors need technology that lets them grow without adding hours to their workload – prospecting should take minutes, not hours,” said Eden Ovadia, co-founder and CEO of Finny. She called Osaic’s size and focus on advisor resources a natural fit for the startup’s push into larger enterprise relationships.

“This relationship with Osaic allows us to bring these capabilities to one of the industry’s largest advisor networks, ensuring their professionals have a prospecting workflow that is intuitive, automated and built to support consistent growth,” added Finny co-founder and president Victoria Toli.

The agreement comes as organic growth remains a top concern for large RIAs and broker-dealers. In research from Cerulli Associates cited by Finny, 83% of billion-dollar RIAs identified advisor time constraints as a major obstacle to organic growth efforts, even as 67% of executives ranked organic expansion as a key strategic priority. Tools that promise to automate parts of lead generation and follow-up are drawing increased interest as firms look for ways to free up advisor capacity without adding staff.

For Finny, the Osaic relationship caps off a run of activity over the past year. In December, the wealth tech company closed a $17 million Series A round led by Venrock, pushing its total funding past $20 million and adding a roster of strategic backers from across the wealth and fintech landscape. Earlier in October, Finny announced a partnership with Integrated Partners, a $22 billion RIA that rolled out the platform to more than 220 advisors to support their business development efforts.

Osaic, meanwhile, has been leaning into advisor development and practice management. This month, the firm unveiled upgrades to its Wealth Advisor Academy and Financial Planning Jump Start initiatives through new partnerships with ActiFi and Greene Consulting, aiming to bolster both early-career and more experienced advisors’ planning and business-building skills. Recent cohorts in its planning programs reported a 150% increase in their readiness and confidence to engage clients on planning topics, according to the company.

“Equipping advisors with productivity, growth and support solutions that enable a lasting impact for clients and themselves is a core tenant [sic] of the value we deliver to our affiliated financial advisors,” said Jerry Schreck, senior vice president of advisor education and training at Osaic.