FINNY AI on Monday announced the launch of Intent Search, a feature that the New York City-based wealthtech firm said enables advisors to identify and engage with prospective clients who are actively seeking financial guidance.
The latest release for the company’s AI-powered prospecting and marketing platform for advisors also includes Prospect Enrichment and AI Voicemails, additional capabilities designed to boost organic growth through prospecting.
Intent Search
The Intent Search feature uses 1.8 billion proprietary intent signals that FINNY said are updated daily and allow advisors to surface high-intent prospects based on their real-time online behavior.
Advisors can select keywords related to their services – such as “401k rollovers,” “business succession planning” and “charitable giving,” FINNY said. The platform then identifies prospects who recently searched for those topics.
That allows for “timely, targeted outreach based on actual behavior rather than guesswork” by advisors, the company said. Searches are customizable for more or less criteria.
“Organic growth in wealth management has been stagnant for years—not because advisors aren’t working hard, but because the tools they’ve been given aren’t built for how clients make decisions today,” Eden Ovadia, Co-Founder and CEO of FINNY AI, said in a news release.
“With our proprietary intent data, advisors can finally break the cold outbound cycle,” according to Ovadia. “Now they know what prospects are actively searching for so they can reach out when interest is highest and the prospect is ready to connect. With this update, we’re affirming our commitment to helping advisors scale efficiently by leaning into what makes them most effective: relevance, empathy and timing.”
Prospect Enrichment
Prospect Enrichment allows advisors to upload external contacts and automatically matches them to FINNY’s database, it said. The tool adds information to each contact such as estimated net worth, interests or “money-in-motion events,” assigns a predictive score to prioritize leads and adds them to campaign lists, according to FINNY.
Since launching, the Prospect Enrichment feature has added data for more than 8,000 prospects, the firm said.
AI Voicemails
AI Voicemails enables advisors to provide ringless, personalized voicemails, the firm said. Advisors can select from several voice options based on their preferences, and messages are able to circumvent spam filters. Voicemails can be paired with follow-up emails.
Prior to the release, users were limited to outbound email campaigns only to leads sourced by FINNY, it pointed out.
Overall platform usage has increased eightfold from February to May, FINNY said.
Almost 800 campaigns have launched via FINNY so far this year, reflecting 133% month-over-month growth, while more than 26,000 prospect searches have been performed, growing at a rate of 122% month-over-month, according to FINNY.
“Our advisors wanted a smarter way to know who to reach out to and when, and we delivered,” said Victoria Toli, Co-Founder and President.
“By feeding this data into our prioritization model, the F-Score, we’ve significantly enhanced its predictive power – making cold outreach warmer and more accurate. With the launch of prospect enrichment and AI-powered voicemails, we’re giving advisors richer context and new ways to connect across various channels. The goal is simple: make outreach multi-modal, hyper-targeted and impossible to ignore.”
In December, FINNY announced a $4.3 billion seed round, with investors including Morningstar CEO Kunal Kapoor and Deel COO Dan Westgarth.
FINNY went on to receive an investment from Josh Brown, CEO of Ritholtz Wealth Management, who joined the startup’s advisory board alongside Arun Anur, Chief Operating Officer at Orion.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
