PRACTIFI

Brand Messaging Refresh

On This Page:
Brand NarrativeBrand Purpose, Mission, and VisionPotential TaglinesPutting Relationship Back in CRMCompetitive Positioning & Market FitBrand Pillar OneBrand Pillar TwoBrand Pillar Three

Brand Narrative

With a significant number of financial professionals retiring every year as billions of dollars in wealth simultaneously transfer to the next generation of investors, the opportunity for exponential growth is rife for the advisors best positioned to capitalize on it.

At the same time, wealth management is becoming increasingly commoditized. The number of DIY investors continues to rise, and study after study proves that most children feel no loyalty to their parents’ financial advisor.

For advisors, this ongoing external evolution is indicative of a shift that must also happen internally to not just survive, but compete and grow. A renewed focus on what always has, and always will, matter most in this industry: Relationships.

No matter what stage your firm is in, whether you’re just starting out and chasing audacious growth goals or retirement isn’t far off, relationships are still the foundation of your success and your ultimate legacy.

And as you grow, being able to consistently offer the same highly personalized experience and attention to detail across your client base becomes paramount for retention and referrals.

But with an expanding list of clients, it’s increasingly challenging to stay on top of not only each individual financial situation and goal, but also who’s training for a marathon, whose daughter is graduating from college, and who can’t wait to talk about their team clinching a playoff spot.

What if all that information – the need-to-know financial data and the nice-to-know personal details – was instantly and easily accessible, at your fingertips when you needed it and able to be digested at-a-glance? How much stronger could your relationships and your firm be if each client felt like they were your only client?

Instead of serving as just a back-office workflow automation tool, shouldn’t your client relationship management system be the means through which your relationships thrive?

CRM systems have long existed as necessary but uninspiring static repositories for client contact information or back-office processing tools, adding minimal value to relationships as the true drivers of your firm’s success. 

Practifi does more than just maintain client records and automate workflows like most traditional CRMs. It acts as your personal relationship assistant, surfacing key client insights to help you prepare for meetings, identifying the right referral targets, putting you as the advisor in ultimate control of your firm’s retention and growth.

But client relationships aren’t the only drivers of practice success. Built prescriptively to address the nuances and challenges of wealth management business structures, Practifi understands the critical importance of firm-wide, interdepartmental relationships.

We’ve developed the audaciously integrated workflows and roles-based dashboards necessary to catalyze a highly connected experience across your entire firm, so that instead of shuffling manual folders from desk to desk or missing crucial deadlines, your entire team can work seamlessly from a single place – together.

Relationships matter. We’d argue, they matter most. Make them personal, meaningful, and inspiring with Practifi.

Brand Purpose, Mission, and Vision

Brand Mission

From Practifi:
‍To transform the way regulated professionals find, connect, and grow with their clients.

Potential Update:
To make relationships the center of modern advisor-client engagements.

Brand Vision

From Practifi:
To nurture human connection with insights delivered through elegantly crafted relationship technology.

Potential Update:
To build the relationship technology that elevates human connections to the forefront of the industry.

Brand Purpose

From Practifi:
To continuously elevate the quality and value of trusted client/professional relationships.

Potential Update:
To help advisors continuously elevate the trust, quality, and value of their client relationships.

Potential Taglines

Putting Relationship Back in CRM

Relationships Matter
Your Personal Relationship Assistant
Built for Better Relationships
Relationships Reimagined

Boilerplate

Suggested

‍The leading CRM purpose-built for wealth management, Practifi transforms how financial professionals connect with and grow their client base by surfacing key insights, automating critical workflows, and enabling the highly personalized experiences that fortify relationships. By bringing together client relationship management, team collaboration, and growth opportunities in one integrated platform, Practifi helps firms strengthen client loyalty, drive referrals, and position themselves for long-term success in an evolving industry. From managing multi-generational relationships to attracting top talent, Practifi empowers firms to own their relationships, own their growth, and own their future.

Competitive Positioning & Market Fit

What Your Competitors are Saying

Wealthbox

  • Modern CRM for Financial Advisors.
  • Wealthbox is CRM you’ll actually enjoy. Powerful, beautiful, and easy to use. No training required.
  • Everything advisors need to connect with clients, prospects, and coworkers.
  • Wealthbox is the #1 rated CRM for financial advisors.
  • Features for the Modern Financial Professional.
  • Wealthbox has all the tools a modern advisor needs in a CRM.

Redtail

  • Work smarter — not harder — with the industry’s favorite CRM.
  • Redtail is the #1 CRM Powering Advisors.
  • Feature-rich, customizable, cost-effective, and boasting a wealth of intelligent workflows that make your job easier, Redtail CRM provides all the tools you need to not only run your business, but grow it.
  • Redtail integrates widely and deeply with other popular tools in the financial services industry.
  • We also understand that CRM adoption can be a challenge for some offices.
  • With that in mind, we offer free phone and email support, free webinars, extensive online help documentation/videos, and a popular traveling Redtail University that provides more in-depth training in a fun setting.

HubSpot

  • Grow better with HubSpot.
  • Software that's powerful, not overpowering.
  • Seamlessly connect your data, teams, and customers on one AI-powered customer platform that grows with your business.
  • HubSpot is an AI-powered customer platform with all the software, integrations, and resources you need to connect your marketing, sales, and customer service. HubSpot's connected platform enables you to grow your business faster by focusing on what matters most: your customers.
  • Your whole front office. One customer platform.Powerful solutions that users adopt easily, use powerfully, and love deeply.
  • Powerful solutions that users adopt easily, use powerfully, and love deeply.

Brand Pillar One

Making Relationships Central. Making Great Advisors Unforgettable.
‍

Trust. Communication. Transparency. Respect. Remembering the little things.

Every good relationship thrives on these elements, and Practifi makes you better at all of them.

Finally, a CRM that actually puts relationships at the center. 

Key Message
‍

Don’t just manage your client relationships. Perfect them with Practifi.

Supporting messages and proof points

  • Being the perfect advisory partner to your entire client list is impossible – without help from technology built specifically to help you keep your relationships running smoothly.
  • With detailed data fields and powerful automations designed to help you be more human, Practifi makes sure you never forget a birthday, an anniversary or a favorite sports team.
  • When it comes to relationships, the little things add up to the big things: Loyalty, retention and referrals. We help you get them right.
  • Master your client relationships with Practifi.
Key Message
‍

Get your whole team on the same platform.

Supporting messages and proof points

  • When your tech doesn’t talk, neither does your team.
  • Separate, siloed solutions don’t just ruin efficiency; they create internal frustration and resentment between departments when information goes missing or manual paperwork causes client experience drag.
  • Instead of being yet another place to log in, Practifi is purpose-built to bring your whole team together with roles-based dashboards and workflows specific to each critical department in a growing advisory practice, enabling seamless communication, enjoyable collaboration, and a smooth transfer of information across functions.
  • If you’re an advisor, a compliance officer, an operations or administrative specialist, a sales leader (we could go on), Practifi is made for you.
Key Message
‍

Built for you – and by you.

Supporting messages and proof points

  • Your firm and your relationships are unique; the way you manage them should be, too.
  • Practifi is already purpose-built to address the nuances of the wealth management industry, but we don’t stop there.
  • We know how powerful a CRM can be when configured properly, so we work with you to identify the specific solutions you need to meet business goals – or build them if they don’t exist.
  • And because listening is foundational to good relationships, we use feedback from our advisors to inform our product roadmap and continuously evolve our solution to meet your needs.

Brand Pillar Two

Own your relationships. Own your growth. Own your future.
‍

As more financial professionals retire and wealth transfers by the billions to the next generation of investors, opportunities abound for advisors positioned to capitalize on them. But doing so requires advisors to take distinct ownership of both current and future relationships, and the technology enabling those relationships to flourish and grow.

Practifi is the CRM built to turn today’s relationships into tomorrow’s growth.

Key Message
‍

Client experience, (over)delivered.

Supporting messages and proof points

  • Engaging with a financial advisor shouldn’t feel like a chore or an obligation.
  • Have better conversations by bringing up what matters most to your clients every time – whether that’s a major win for their favorite sports team or progress toward their most important financial goal.
  • Embedded data points bubble up the need-to-know and nice-to-know information about your clients, arming you with powerful conversational tools to leave them feeling both financially secure and fully engaged in their relationship with you.
Key Message
‍

Practifi: Your referral roadmap.

Supporting messages and proof points

  • Understanding who – and when – to ask for a referral is a delicate balance that can make or break your growth strategy.
  • Practifi makes it effortless by identifying your best referral sources and most impactful Centers of Influence relationships with quantifiable details, empowering you with the confidence you need to take action on valuable growth opportunities.
Key Message
‍

The key to connecting with the next generation.

Supporting messages and proof points

  • Connecting with the next generation of investors requires thinking and communicating the way they do: digitally and quickly.
  • Practifi’s integrated text and email features allow you to meet younger clients and prospects where they are – on their phones – in the responsive way they expect.
  • And because listening is foundational to good relationships, we use feedback from our advisors to inform our product roadmap and continuously evolve our solution to meet your needs.

Brand Pillar Three

Empowering the new age of advisory firm growth.
‍

Organic growth has become a challenge for financial advisors, particularly those who grew up in wirehouses being fed referral clients. But as more tenured advisors look toward retirement, the next generation needs to take up the role of rainmaker and master growth in this new era for their firms to survive.

Practifi eliminates the growth learning curve, making prospecting and mining opportunities within existing clients effortless with automated workflows, improving engagement with at-a-glance personalized data, and creating a compelling competitive advantage for attracting top advisor talent.

Key Message
‍

Make every conversation feel like the continuation of an old friendship.

Supporting messages and proof points

  • The best growth opportunities are the ones right in front of you – and Practifi helps to deepen those relationships with prospects and clients.
  • Intuitive automations keep key details, digital follow-up tasks and next steps organized and centralized so it’s easy to see exactly where you stand with an opportunity. Comprehensive services and deliverables lists allow you to quickly show prospects exactly what you can do for them.
  • Practifi also captures and surfaces personalized data about each prospect’s needs – like who might be buying a home or approaching retirement – enabling conversations that feel highly personal and tailored to the value they’re seeking with the attentiveness they demand.
Key Message
‍

Future-proof your firm with tomorrow’s top talent.

Supporting messages and proof points

  • The fastest way to lose a talented next-gen advisor? Make them use Excel.
  • Up-and-coming advisors know industry talent is at a premium. Firms that want to attract and retain the advisors that will drive growth, client retention, and profitability need to prioritize what those advisors prioritize: cutting-edge technology that helps them do their jobs more easily and more efficiently.
  • Practifi arms advisory firms with a compelling value proposition in the form of a modern, easy-to-use and highly functional CRM that eliminates tedious manual tasks, keeps critical client data top-of-mind, and enables powerful growth opportunities.
Key Message
‍

Show, don’t sell.  

Supporting messages and proof points

  • Most financial advisors didn’t get into this business to be salespeople - so it makes sense that the role feels unnatural and inauthentic - even pushy.
  • But most advisors did get into this business to help people. And talking about that – about the value you can bring to clients in service of their biggest aspirations and most important financial goals – should be effortlessly comfortable
  • Practifi continuously reinforces the progress you help your clients make by surfacing detailed information about their goals, financial situations, and relationship with you, giving you not just the qualitative data, but also the confidence you need to have authentic conversations with prospects that feel like building connections instead of forcing sales

Brand Pillars And Supporting Messages

Brand Pillar 1

Redefining CRM

Overview
Your CRM can be so much more than just a digital rolodex – if it’s the right CRM. We’re transforming the perception of CRM into:

  • A connections builder across your firm
  • A powerful revenue management tool
  • A manager of opportunities as well as client information.

The CRM: You have to have it. You don’t have to hate it.

Supporting Points:

  • Satisfaction ratings for CRM across the financial services industry are abysmal. While 95% of advisors report having a CRM, the average CRM NPS score is -47.
  • Low CRM expectations from advisors lead to poor – or mediocre at best – delivery from providers. We believe change begins with demanding more from your CRM.
  • That’s why we built Practifi to be more. A facilitator of new opportunities, a place to collaborate efficiently and seamlessly with colleagues, and an easy way to surface deep client information – all in one place.
  • You can’t avoid using a CRM. Why not choose one that helps your entire firm run more smoothly and grow faster?

With Practifi, powerful doesn’t have to mean complicated.

Supporting Points:

  • Too often, powerful technology is conflated with being complicated and challenging to use, while the most basic solutions are lauded for their simplicity.
  • But we know that when a CRM is built right, all that power can be harnessed into an experience that’s just as intuitive, seamless, and user-friendly as a basic one – with a lot more to offer.
  • With a clean user interface, rich and well-developed features, and unmatched support, Practifi offers you a platform that’s as powerful as it is practical.

Brand Pillar 2

With Practifi, never change CRMs again

Overview
Got lofty growth goals? Go get ‘em – unlike other CRMs, we won’t stop you, or get in your way with lackluster features and disappointing results. Practifi is built exclusively for growing RIAs on the chassis of the best CRM in the world. Our robust capabilities can accommodate the nuances of even the most sophisticated wealth management clients and flex to serve the needs of every role in your business.

However your firm grows, we’ll be right there with you.

You can't outgrow Practifi.

Supporting Points:

  • Think about three years from now. Do you want to be moving seamlessly through your work day – talking to clients, collaborating with colleagues, and continuing to build your business?
  • Or do you want to be struggling through the headache and frustration of a CRM migration?
  • Do future you a favor. The “simple” CRM that checks the box right now will become a barrier to growth as you add new clients, take on more sophisticated wealth management needs, and expand your team.
  • Don’t waste your potential on a CRM that’s inevitably going to hold you back.
  • Practifi: Right for right now. Right for whatever comes next.

Firms looking to move with purpose move to Practifi.

Supporting Points:

  • Intentional, sustainable firm growth requires a clear roadmap, understanding where you want to go and how you’ll get there.
  • And once you chart your course, you need technology that’s going to enable your success.
  • Think of Practifi as your purposeful growth co-pilot, built to accommodate increasing client complexity, evolving service model structures, and every key role on your team.

Brand Pillar 3

The Value of Partnership

Overview
Practifi’s value doesn’t begin and end with our platform features and functionality. Our goal is to enable our clients to optimize the cost of technology and support resources in a variety of ways. From the way we help you drive user adoption across your firm to our highly customizable configuration process to our industry-leading service and support, we consider ourselves true partners on your growth journey.

Practifi is pre-configured for wealth management, and customized for you.

Supporting Points:

  • Practifi is already purpose-built to address the nuances of the wealth management industry, but we don’t stop there.
  • Because of our deep understanding of how powerful a CRM can be when configured properly, we work with you to identify the specific solutions you need to meet business goals – or build them if they don’t exist, saving you time and money on expensive third-party vendors or in-house specialists.

With Practifi, it’s easier than you think to drive meaningful CRM adoption across your entire firm.

Supporting Points:

  • Not only does Practifi offer five unique roles-based dashboards to encourage collaboration across your team, but we’ve also developed comprehensive training resources to drive the firm-wide adoption necessary for unlocking the CRM’s full potential.
  • Users can leverage PractifiU, our scalable e-learning platform with a variety of learning tools and resources, to boost product knowledge and increase overall adoption.

We’re dedicated to your success.

Supporting Points:

  • Our commitment to your success begins with a deep understanding of your challenges before you even become a client – but it doesn’t stop there.
  • From our feedback-inspired product roadmap to our active customer advisory board, we know that you – the user – are in the best position to help us evolve our solution to meet your needs.
about INTENTION.LY

We are sales & marketing execs turned full-time champions for the value an integrated business development approach can bring to any organization that is willing to trust the process.

We hold an unshakable belief that if the right strategy fuels the engine, your path to
growth can be limitless.

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