Amplify Technology, the AI-native RIA growth platform built on data lake architecture, has rolled out a fresh set of platform enhancements spanning risk documentation, trading and client access.
The update lets advisors record risk tolerance on individual accounts that sit outside the household profile, alongside the existing household score, using the same questionnaire templates and scoring methods already in use. The Account List view now shows every account within a household, along with its current status, score source, custodian, the date of the last risk tolerance questionnaire, and both portfolio and tolerance scores.
Amplify chief product officer Churni Bhattacharya said, “Every book of business holds accounts that sit outside the household profile for good reason.
“Advisors have been left with a household score skewed by the exception, or at risk of not accounting for the exception because it was living in a silo. Neither position would be defensible in a suitability review. Adding risk tolerance at the account level ends that trade-off.”
Trading capabilities have also been brought together in the release. Trade Management now serves as the sole hub for trading activity, offering wider rebalance modes, account filtering, at-a-glance target weights, and reduced execution drift reserves for equity sales.
Amplify chief technology officer David Hatfield said, “A rebalance used to require a tour of the platform,” said David Hatfield, Chief Technology Officer of Amplify. “Trade Management is now the single destination for trading activity, so the path from spotting an account to submitting trades all runs in one location. The mode can also match the account rather than the account working around the mode.”
The third change, also going live this month, simplifies client access to the Addepar client portal. Rather than requiring a separate account and separate login credentials, advisors can now send portal invitations to clients straight from Clarity/CRM, meaning clients need only a single Amplify sign-in to view their accounts.
Amplify chief marketing officer Jack Martin said, “Experience is made up of a lot of small things, not always one big thing,” said Jack Martin, Chief Marketing Officer at Amplify. “We’re constantly refining the platform, and this September release reflects a number of important changes we’ve made to improve that experience. It’s also setting the stage for what’s next: a new release coming that’s designed to redefine the digital onboarding experience.”
Amplify describes itself as an enterprise growth platform built on an AI-native data lake, designed to unify data, surface actionable insight and automate workflows. Its offering pairs a customisable core system with integration consultants and a dedicated support team, serving RIAs, broker-dealers/OSJs, TAMPs and multi-family offices with tools covering client onboarding, an institutional model marketplace, unified managed account trading, client lifecycle tracking, surveillance, billing, analytics and reporting.
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