Data & research Client communications Risk profiling

Finliti

Behavioral investor profiling and client-retention workflows for independent advisors in the US and Canada

Toronto, ON, CAfinliti.comNot yet confirmed by the company

What it does

Finliti makes Finliti Pulse, a behavioral profiling platform for independent advisors, broker-dealers and RIA aggregators in the US and Canada. Firms use it to understand how clients are likely to act under market stress, alongside or instead of a standard risk questionnaire.

Clients complete the Finliti Investor Profile Indicator (FIPI), which scores four traits: drive toward opportunity, preference for familiar rules, hesitation under risk, and confidence in one's own judgment. Pulse turns each profile into communication guidance, portfolio context, suitability documentation support, alerts and follow-up tasks in one advisor dashboard. Enterprise plans add custom integrations, an API and white-label options.

Finliti was founded by CEO Jennifer Schell and developed FIPI with a behavioral scientist at the University of Toronto. It has taken part in the RBC FinSec Incubator, NEXT AI and the Ontario Securities Commission's Launchpad, and lists Toronto and Dallas as locations. Plans start at $299 per month for 10 client profiles.

Best for

Serves: RIAs, Broker-dealers

Features

Behavioral investor profile assessment
Advisor dashboard of client profiles
Suitability documentation support
Client communication guidance
Retention alerts and follow-up tasks
White-label and API for enterprise

Pricing and deployment

Pricing model: Tiered
Published pricing: Starter $299/month (10 profiles); Growth $749/month (25); Scale $1,499/month (50); Enterprise custom
Deployment: Cloud