FINNY, the AI-powered advisor prospecting and marketing startup based in New York, is getting into the business of supporting centralized marketing and business development at large wealth firms.
FINNY's new enterprise solution, unveiled Tuesday, provides a growth platform designed for centralized marketing and business development teams at large wealth management firms.
The launch of new solution, with Mercer Global Advisors as its flagship user, marks a significant pivot in FINNY's go-to-market strategy. Since its founding in March 2024, the firm had focused on equipping individual advisors with AI-driven prospecting tools.
With the enterprise product, FINNY is now targeting the home office, providing the capability for a small, centralized team to manage personalized outreach and lead routing on behalf of hundreds of advisors simultaneously.
"Large wealth management firms with ambitious organic growth goals must have diversified sources that drive growth," Eden Ovadia, co-founder and CEO of FINNY. said in a statement.
"FINNY for Enterprise Teams reflects how large, modern RIAs actually grow – a centralized team, shared infrastructure, and cohesive growth and marketing strategies, now equipped with AI, generating demand for every advisor in the firm," Ovadia said.
Mercer Advisors engaged FINNY initially to support a group of regional leaders through its dedicated prospecting outreach model, according to the statement. That pilot has since scaled into a broader rollout powering outreach to tens of thousands of prospective clients.
Daniel Gourvitch, president of Mercer Advisors, said the firm's client development team uses the platform to identify prospective clients and match them with the advisors best suited to their needs.
"FINNY is allowing us to deliver on our commitment to connecting families with a hand-picked advisory team, aligned to their individual context, needs and geography," Gourvitch said.
Mercer Advisors, which manages approximately $99 billion in assets under management, has made organic growth a central strategic priority alongside an aggressive acquisition strategy. Last year, it hired Alisa Maute from LPL to lead its client development team, which at the time had doubled in size over a two-year period.
FINNY highlighted four core capabilities in its enterprise solution, including an intelligent lead routing engine that identifies promising prospects based on geography, specialization and relationship signals; a personalized campaigns for centralized team to send tailored, localized outreach across email and LinkedIn on behalf of hundreds of advisors; a unified inbox consolidates responses, handoffs and performance data throughout the business development funnel; and enterprise-grade controls that include role-based permissions, compliance guardrails, and approval workflows.
Research by F2 Strategy has found that most wealth management firms still lack a mature marketing function and have not clearly defined the drivers of new business. The wealth tech consultancy has predicted more firms would adopt centralized marketing models that give advisors data, structure and clear KPIs around prospecting and client development.
The enterprise product caps off a series of milestones for FINNY over the past six months. Following its $17 million series A in December, FINNY announced a relationship with Osaic, making its prospecting technology available to more than 270 financial institutions and 11,000 financial professionals across Osaic's network.
More recently in April, FINNY debuted Hunter, a first-of-its-kind AI growth agent designed to act as a chief growth officer for individual advisors.
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