Practifi

What Practifi is

Practifi provides CRM products purpose-built for registered investment advisers and wealth management firms. Firms can choose Sentir, described as an AI-native CRM, or Naya, a configurable CRM for organizations adopting AI on their own terms. Sentir includes AI client briefings, domain agents, meeting preparation, a prioritized Noticeboard and project management views. Naya brings together client records, pre-built workflows and role-specific views, with workflows that firms can configure.

Naya connects to third-party tools through open APIs and purpose-built wealth technology integrations at no additional cost. Practifi also offers a REST API using OAuth 2.0 authentication, built on the Salesforce Lightning Platform REST API. The cloud service runs on Salesforce infrastructure, with data stored in Salesforce data centers in the US, UK, Canada, Australia and New Zealand. User logins require multi-factor authentication; access controls and session timeouts can be configured. Sentir says its AI outputs are cited and logged, and that existing Salesforce permissions are checked before AI accesses information. Practifi lists Naya at $135 a month and Sentir at $195 a month. Naya pricing is tiered by firm size and configuration, with add-on functionality available; Sentir's launch pricing is only until Dec. 31 2026. Practifi provides ongoing support and a customer Success support center.

Who it suits

Practifi is for registered investment advisers and wealth management firms seeking a CRM designed for their industry. Naya suits firms wanting configurable workflows, while Sentir is an option for firms seeking an AI-native CRM with AI client briefings and domain agents.

Limits

Naya pricing is tiered by firm size and configuration, and add-on functionality is available. Sentir's listed launch pricing applies only until Dec. 31 2026.

Getting started

1. Visit the Practifi website.
2. Choose between Practifi Naya and Practifi Sentir.
3. Review the listed plan and pricing terms for your chosen product.
4. Contact Practifi to discuss firm size, configuration or add-on functionality.
5. Use the Practifi Success support center for customer support.

Verdict

Choose Practifi if your firm needs an adviser-focused CRM and values a choice between configurable Naya and AI-native Sentir. Naya starts at $135 a month; look elsewhere if you need a free plan or trial.