Finny partners with $22B Integrated, adds industry leaders to advisory board

Finny, an AI-powered prospecting and marketing platform for RIAs, has announced a new partnership with Integrated Partners, a national RIA with more than $22 billion in assets under advisement.

The collaboration will give Integrated’s network of over 220 advisors access to the startup’s data-driven automation tools, aimed at helping them identify and engage high-intent prospects while streamlining outreach and scaling growth.

Integrated’s decision to work with Finny aligns with its broader strategy of leveraging technology to support its advisors’ business development efforts.

“At Integrated, we’re committed to offering our network of independent advisors with the resources to effectively build, grow and lead their practices,” said Andree Mohr, president of Integrated. Mohr added that collaborating with technology firms like Finny provides advisors with “tools and data necessary to scale their businesses.”

The partnership comes as Finny continues to expand its footprint in the RIA space. The company has also appointed two new members to its advisory board: John Wernz, partner and strategic advisor at Mission Wealth, and Justin Barish, chief marketing and digital officer at Lido Advisors. Both bring extensive experience in wealth management marketing, with Wernz previously serving as chief marketing and growth officer at Wealth Enhancement Group, and Barish having led digital marketing at Cerity Partners.

According to Finny, Wernz and Barish will help guide the company’s product development and go-to-market strategies, with a focus on aligning platform features to advisors’ growth needs and ensuring scalability for both individual advisors and large RIAs. Their expertise is expected to support Finny’s efforts in brand positioning and advisor adoption.

"Together with the addition of two of the industry’s most forward looking CMOs to our advisory board, [the pargnership with Integrated] represents a major milestone in FINNY’s efforts to redefine and accelerate the way RIAs connect with prospective clients,” said Eden Ovadia, co-founder and CEO of Finny.

The partnership with Integrated and the addition of new advisory board members follow Finny’s $4.3 million seed round in December and the appointment of Josh Brown, CEO of Ritholtz Wealth Management, to its advisory board in March as he made a personal investment in the women-led firm. 

Finny’s recent growth has been marked by the rollout of new features and industry partnerships. In August, the company launched a multi-channel campaigns feature, allowing advisors to automate outreach across LinkedIn, email, voicemail, and direct mail. A LinkedIn actions feature lets users schedule and personalize connection requests and messages, integrating them with other communication channels for a unified prospecting approach. 

Earlier this year, Finny also introduced Intent Search, a tool that leverages more than one and three-quarters billion proprietary intent signals to help advisors identify prospects actively seeking financial guidance. Advisors can target individuals based on real-time online behavior, such as researching topics like 401k rollovers or business succession planning. Additional features like Prospect Enrichment and AI Voicemails further enhance the platform’s ability to help advisors prioritize leads and deliver personalized messages at scale.

Finny’s advisor base has reportedly grown tenfold since April, with advisors running multi-channel campaigns closing on average one new client per month and seeing 30% higher engagement.

“Finny’s growth this year has been fueled by significant partnerships, platform expansion and the incredible enthusiasm of the wealth management industry,” said Victoria Toli, co-founder and president of Finny.