Practifi
6.7/10Salesforce-based CRM for RIAs and wealth management firms, offered as the AI-native Sentir and the configurable Naya, with workflow automation and client service tools.
Data last updated November 2026 · Our methodology
Overview
Practifi is a CRM made only for registered investment advisers (RIAs) and wealth management firms. It runs on the Salesforce platform and comes with data models, dashboards and workflows already built for wealth management, such as account openings and annual client reviews. Firms don't need a separate Salesforce subscription because Practifi includes the platform licenses it needs. Practifi now sells two products. Sentir is an AI-native CRM with AI agents, client briefings, a native AI notetaker, email sync, project management and access to the Practifi MCP server. Naya is a configurable CRM with an enterprise workflow engine, role-specific views for advisors, operations and leadership, an open API at no extra cost, and an optional add-on suite. Third-party reviews name these add-ons as Intelligence, Portals, Promote (marketing), Protect and Sandbox. Practifi's pricing page lists Sentir at $195 per user per month, a launch price that runs until 31 December 2026, and Naya from $135 per user per month, tiered by firm size and configuration. Firms can move between the two without losing their data or configuration. Practifi connects to custodians, financial planning tools, portfolio reporting and DocuSign, and the Salesforce AppExchange gives access to more apps. It best suits growing multi-advisor RIAs that have outgrown a lightweight advisor CRM. The main drawback is cost. It is priced well above Wealthbox or Redtail, third-party reviews mention annual commitments and implementation fees, and onboarding can take several months, so it is a poor fit for solo advisors.
Our Rating
AI Software6.7/10
CRM6.7/10
Who Practifi is best for
Best software for Financial ServicesGood fit
Built only for RIAs and wealth management firms.
Reviewers recommend it for growing multi-advisor firms that have outgrown lightweight CRMs.
Large firms get an enterprise workflow engine and governance controls on Salesforce infrastructure.
Less suited
Per-user pricing and implementation costs make it expensive for solo advisors and very small firms.
Pros & Cons
Pros
- Wealth management workflows such as account openings and annual reviews come pre-built, so firms need less custom Salesforce development.
- Includes the Salesforce platform licenses it needs, so firms don't need a separate Salesforce subscription.
- Reviewers praise its business analytics and dashboards.
- G2 support scores cited around 9/10, and each client gets a dedicated Client Success Manager.
- The Naya plan includes an open API at no extra cost, and Sentir includes MCP access for AI tools.
Cons
- Per-user pricing of $135 to $195 a month is far above Wealthbox or Redtail.
- Third-party reviews report extra fees for implementation and customization through professional services.
- Some Salesforce complexity remains, and migrations reportedly take 2 to 4 months.
- Few public user reviews on Capterra and similar sites.
Key Features
Practifi Pricing
Practifi Naya
- Role-specific views
- Unified client view
- Access to Naya add-on suite
- Open API at no additional cost
- Configuration by role, team and workflow
- Enterprise workflow engine with pre-built workflows
- Starting price; tiered by firm size and configuration
Practifi Sentir
- Email sync
- Project management
- Native AI notetaker
- Practifi MCP access
- Full CRM functionality
- AI agents and AI client briefings
- Launch pricing until Dec 31, 2026
- Compliance, security and governance controls
Frequently Asked Questions
No. Third-party reviews say Practifi includes the Salesforce Platform licenses it needs.
Capterra lists no free trial or free version.
Practifi's pricing page lists Sentir at $195 per user per month, a launch price that runs until 31 December 2026, and Naya from $135 per user per month, tiered by firm size and configuration.
Yes. Practifi says both run on the same infrastructure, and firms can move between them without losing configuration, workflows or data.
Yes. Naya includes an open API at no extra cost, and Sentir includes firm access to the Practifi MCP server.
Practifi users work through the Salesforce Mobile app, which a comparison review lists with offline support.
Similar Tools
See all alternatives
Salesforce Sales Cloud is a cloud CRM for managing leads, opportunities, forecasts and sales workflows, sold in editions from a free two-user suite to enterprise AI bundles.
Creatio is a no-code platform with sales, marketing and service CRM modules and AI agents, built for mid-market and enterprise organizations.
Sales CRM with built-in calling and texting, sequences, workflow automation and Skara AI agents, sold per user to small and mid-sized sales teams.
Ranked near Practifi in AI Software
See Practifi in the listPractifi is #185 in AI Software by our score.
