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FINNY review for financial advisors
By William Foster · Updated October 22, 2026
Verdict: FINNY is best for advisors who want AI-sourced prospects and automated, personalized outreach. Pricing: $50/advisor/mo + 20 bps on sourced assets. Skip it if you grow mainly by referral and don't want an ongoing revenue share.
How we review: this is an editorial summary of what FINNY publishes about its product and pricing, checked on October 22, 2026. We haven't run a hands-on test, we don't give star ratings, and vendors can't pay to change it.
At a glance
| Best for | Advisors who want AI-sourced prospects and automated, personalized outreach |
|---|---|
| Category | Prospecting & lead gen |
| Starting price | $50/advisor/mo + 20 bps on sourced assets |
| Free option | None listed |
| Pricing model | Published on the vendor's website |
| Website | www.finny.com/ |
What FINNY does
FINNY says its AI scans millions of households for signals such as a new home, a job change, an inheritance or a retirement, and ranks each match with an F-Score for likelihood to convert. Its agent drafts personalized messages, market updates and articles in your voice and runs multi-channel campaigns and follow-ups, which you can approve before they go out. It won Best AI Marketing and Lead Generation Technology at the Wealthies in 2025 and 2026, and says it maintains an ongoing SOC 2 Type 2 examination program.
Key capabilities, per FINNY
- AI scans households for money-in-motion signals
- F-Score ranks prospects by likelihood to convert
- AI-drafted outreach and content in your voice, with optional approval
Good fit if
You want advisors who want AI-sourced prospects and automated, personalized outreach.
Skip it if
You grow mainly by referral and don't want an ongoing revenue share.
What to check before you buy
- Model the 20 bps trail against your fee on a typical new client.
- Have compliance review automated outreach and content.
- Ask how sourcing is attributed (FINNY uses custodial data).
- Have your compliance team review data handling and recordkeeping before any client data goes in.
How FINNY compares on price
| Tool | Starting price | Free option | Details |
|---|---|---|---|
| FINNY | $50/advisor/mo + 20 bps on sourced assets | None listed | Pricing details |
| Catchlight | From $2,500/yr | None listed | Pricing details |
| FINTRX | Contact vendor | None listed | Pricing details |
| Indyfin | From $99/user/mo | None listed | Pricing details |
| LinkedIn Sales Navigator | From $119.99/mo | None listed | Pricing details |
List prices from each vendor's website as of October 21, 2026.
FINNY vs Catchlight · FINNY vs FINTRX · All FINNY alternatives
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FAQ
Is FINNY good for financial advisors?
It's a strong fit for advisors who want ai-sourced prospects and automated, personalized outreach. AI growth officer for advisors that finds money-in-motion prospects, ranks them with an F-Score and runs outreach.
What are FINNY's main features?
AI scans households for money-in-motion signals. F-Score ranks prospects by likelihood to convert. AI-drafted outreach and content in your voice, with optional approval.
Who should not use FINNY?
You grow mainly by referral and don't want an ongoing revenue share.
How much is FINNY?
$50/advisor/mo + 20 bps on sourced assets as of October 22, 2026. See the full plan list on our FINNY pricing page.