FINNY, the AI growth engine for financial advisors, has announced "Pay-as-You-Grow," a new outcome-based fee model that grants advisors unlimited access to its platform for $50 a month, plus a small slice of assets brought under management facilitated by FINNY — paid only while those clients remain with the advisor. By tying its pricing directly to client acquisition outcomes, FINNY says it is aligning its incentives with the growth of the advisors it serves. LPL Financial, the largest independent broker-dealer in the country, is the first to gain access to the new pricing model.

The move is a departure for advisor technology, which has overwhelmingly relied on flat or per-seat subscription pricing, and it arrives as organic growth has become a leading priority for advisory firms amid years of industry consolidation.

From flat subscriptions to outcome-based fees

Up until now, FINNY had adopted the industry's traditional software pricing model, charging a flat annual subscription of either $6,000 or $12,000, billed regardless of growth outcomes. As FINNY worked closely with advisors and industry leaders to shape its platform, the company heard a consistent message: upfront software costs were keeping many firms from investing in growth. Pay-as-You-Grow reflects FINNY's stated commitment to building alongside advisors and responding to their evolving needs.

At $50 a month, the new base fee works out to $600 a year — one-tenth of FINNY's previous entry-level plan — leaving most of the company's revenue under the new model dependent on the growth outcomes it facilitates. Outcome-linked pricing remains rare in wealth management software, though it mirrors broader experimentation across the software industry, where some AI vendors have moved toward usage- and results-based billing.

"Growth in this industry has been rigged for a long time — we're correcting that. Every advisor deserves to be matched to families they can serve better than anyone else, regardless of available marketing budget," said Eden Ovadia, co-founder and CEO at FINNY. "At $50 a month, advisors get every tool we offer from day one. We only succeed when they grow, creating a true partnership where our incentives stay aligned over the life of the client relationship."

A model the fastest-growing firms already use

Pay-as-you-win pricing is not new to wealth management. For years, leading custodians have offered referral programs using an identical framework. Historically, however, access has been limited to a select group of the largest RIAs, with minimums, custody requirements and lock-ins attached. FINNY says it is opening the same proven model to any advisor, with no minimums, no custody move and no requirement to change how they run their practice.

FINNY began rolling out Pay-as-You-Grow with early adopters, including OneSeven, an Ohio-based RIA with $10 billion in assets under management.

"At OneSeven, we focus on providing our advisors with the best possible tools to succeed, without adding dead weight," said Adam Blumenthal, Chief Growth Officer. "We've evaluated hundreds of AI tools and chose to partner with FINNY for two reasons: it offers the quickest path to sustainable organic growth for our advisors, and because the incentives line up – they only win when we do."

Compliance, billing and tracking handled by FINNY

To support advisors outside of LPL, FINNY has built integrations with leading custodians and portfolio reporting platforms, covering an estimated 85% of U.S. RIA custodied assets — a footprint that reflects how concentrated RIA custody is among a small number of national platforms. These integrations allow FINNY to accurately measure the growth it drives, and also assist advisors in deepening relationships with existing clients and growing share of wallet by applying FINNY's data insights to existing clients.

"Advisors should never have to wonder whose interests come first," added Ovadia. "FINNY doesn't influence how advisors serve their clients or run their businesses. We stay laser focused on unlocking tangible growth. We only share in the outcome when we help them succeed."

FINNY has not disclosed the exact percentage of assets it collects under the new model, describing it only as a "small slice" — a figure advisors will need to weigh against the flat fees the platform previously charged. How widely Pay-as-You-Grow is adopted beyond LPL and early RIA adopters such as OneSeven will be the clearest indicator of whether outcome-based pricing gains traction across advisor technology more broadly.

Source: GlobalFinTechSeries