FINNY prices marketing on a share of the assets it wins

FINNY AI is dropping its flat subscription. The AI marketing and growth company will charge advisors $50 a month plus a percentage of the client assets it helps bring in, WealthManagement.com reported. The structure resembles the referral fees custodians collect when they place a client with an advisor.

Eden Ovadia, co-founder and CEO, says the average LPL Financial advisor will pay 20 basis points a year on the assets that arrive through FINNY. The rate steps down to 12.5 basis points as volume grows. FINNY will negotiate its own terms with larger firms.

LPL has put FINNY on its preferred vendor list, so its advisors can use the pricing immediately. Advisors outside LPL go on a waitlist. Existing clients can keep their grandfathered subscriptions or switch to the new model.

Since its 2023 launch, FINNY charged a flat annual subscription that ignored results. The lower tier was $6,000. The upper tier was $12,000. Ovadia said the old model always felt wrong. An advisor who closed $40 million in a year got the best deal in the firm. One who closed $200,000 paid a premium for modest results. A success-based bill was impossible until the company could track which clients actually came from the platform.

Over the past year, FINNY built integrations with major custodians and portfolio reporting tools, giving it visibility into converted clients. Without those connections, it would have had to rely on advisor self-reporting, which adds work rather than removing it. The integrations let FINNY validate the growth it produces before it bills.

The new pricing lowers the barrier to entry to $50 a month. The real price sits in the basis-point charge. It runs 20 basis points. A million-dollar relationship produces $2,000 in annual fees. That repeats every year until the client leaves. Set against a 100-basis-point management fee, the charge works out to a fifth of the relationship's top-line revenue. The percentage does not fade after the first year.

One advisor has already pushed back in public. WealthManagement.com reported that the advisor posted a picture of the pricing contract on Reddit and asked whether anyone else found it "insane," pointing at the ongoing percentage on client assets.

Advisors evaluating the model have to weigh the recurring charge against what they normally spend to win a client. A tool that reliably delivers seven-figure relationships can justify 20 basis points. A tool that produces a handful of leads a year becomes an expense with little return. The tiering also pushes more business through FINNY, since the rate falls only as the platform's share of the book grows.

Advisory firms are paying closer attention to how technology is priced. PWD has covered usage-based AI clauses that pass computing costs to firms whether or not anyone uses the feature. FINNY's model runs the other way: the fee starts only when the tool produces a client and then continues for as long as that client stays.

How this lands in an annual budget depends on whether a practice treats marketing as overhead or as a commission. A flat subscription is overhead; it sits on the income statement as a cost before results. The new model behaves more like a sales commission — paid when revenue arrives, but recurring alongside it. That distinction matters when a firm projects growth.

For a practice, the choice comes down to predictability versus alignment. A flat subscription fits a fixed annual budget. Pay-as-you-grow is nearly free until success and then scales with that success. The model is easier to adopt and harder to walk away from, because the fee is tied to the client relationships it produces. The waitlist outside LPL will show how many advisors want that trade.