FINNY, the AI-driven growth engine for financial advisors, has unveiled a new outcome-based fee structure named Pay-as-You-Grow, tying its charges directly to the growth it helps advisors achieve.
The new model gives advisors unrestricted access to FINNY’s platform for $50 a month, alongside a modest fee based on the assets that FINNY helps bring under management, which is only charged for as long as those clients stay with the advisor. LPL Financial, described as the country’s largest independent broker-dealer, is the first firm to be granted access to this pricing structure.
Previously, FINNY operated under a standard software subscription model, charging advisors a flat annual fee of either $6,000 or $12,000 regardless of the results delivered. The shift comes after the company engaged with advisors and industry figures who indicated that high upfront costs were discouraging firms from pursuing growth initiatives, prompting FINNY to redesign its approach around advisors’ changing requirements.
The concept of linking fees to referral-driven success is already established in wealth management, with major custodians having run comparable programmes for years. However, such arrangements have typically been reserved for a small number of the largest registered investment advisers (RIAs), often carrying minimum thresholds, custody requirements and lock-in periods. FINNY’s version removes these barriers, requiring no minimums, no custody changes and no alteration to how advisors currently operate.
Early adopters of Pay-as-You-Grow include OneSeven, an Ohio-based RIA managing $10bn in assets. FINNY has also built integrations with major custodians and portfolio reporting systems, which the company says span roughly 85% of custodied assets held by U.S. RIAs.
From now, advisors not affiliated with LPL can join a waitlist to access the new pricing scheme, while current FINNY clients will be grandfathered into their existing terms with the option to switch once eligible.
FINNY is an AI-powered prospecting and marketing platform built specifically for financial advisors. Using data intelligence and automation, it helps advisors identify, prioritise and engage high-intent prospects, aiming to remove the uncertainty from client acquisition.
FINNY co-founder and CEO Eden Ovadia said, “Growth in this industry has been rigged for a long time — we’re correcting that. Every advisor deserves to be matched to families they can serve better than anyone else, regardless of available marketing budget. At $50 a month, advisors get every tool we offer from day one. We only succeed when they grow, creating a true partnership where our incentives stay aligned over the life of the client relationship.”
OneSeven chief growth officer Adam Blumenthal said, “At OneSeven, we focus on providing our advisors with the best possible tools to succeed, without adding dead weight. We’ve evaluated hundreds of AI tools and chose to partner with FINNY for two reasons: it offers the quickest path to sustainable organic growth for our advisors, and because the incentives line up – they only win when we do.”
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