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FINNY AI Rolls Out 'Pay-as-You-Grow' Pricing Model

Mon, August 17, 2026 at 1:00 PM GMT+3 4 min read

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FINNY AI, the artificial intelligence-powered growth and marketing platform for financial advisors, has introduced a "Pay-as-You-Grow" pricing model, similar to custodians' advisor referral programs. As part of the announcement, LPL Financial has added FINNY to its preferred vendor list, giving its advisors access to the new pricing model.

Advisors get access to the FINNY platform for $50 a month; they are also charged a percentage per year on the assets of any client FINNY identifies, for as long as that client remains a client. The average LPL advisor will pay 20 basis points on the assets that FINNY brings in, and that tiers down to 12.5 basis points as more assets come through the platform, said Eden Ovadia, co-founder and CEO at FINNY. The tech company will negotiate with larger firms on a case-by-case basis.

Since FINNY launched in 2023, it has charged a flat annual subscription fee of either $6,000 or $12,000, regardless of whether the advisor grew.

"That really never sat right with me, to be honest, because we had some advisors that were closing $40 million in a year and were the happiest and were getting the best deal of their life," Ovadia said. "But then we also had some advisors who were closing $200,000. And that was just a really expensive tool for them if they were not closing as much."

Ovadia said the company wasn't able to offer this pricing model previously because it couldn't track and attribute leads from FINNY. So over the last year, the company built integrations with the major custodians and portfolio reporting tools, giving FINNY visibility into clients who were converted from its platform.

"It would be really hard to figure out a way to bill on success without visibility into it," she said. "And without these integrations, you'd have to rely on our firms, our clients' self-reporting, figuring this out on their own, and it would just add more work. And the whole idea behind FINNY was not to add more work to the advisor's plate and actually take work off of their plate. And so we needed a way to, on our own time, figure out a way to validate and track and attribute the growth that we help our clients drive."

There's a waitlist for non-LPL-affiliated advisors to get access to the new pricing model. Existing FINNY clients are grandfathered into the subscription model, but they also have the option to switch.

An advisor posted a picture of the pricing contract on Reddit and asked, "Am I the only one who thinks this is insane?" The Reddit user noted that you'd be paying 20 basis points in perpetuity and questioned whether it was worth the cost. Other Reddit users commented, with some saying FINNY's inbound leads have been great due to consistency and others saying the platform hasn't worked for them in generating leads. Some said that other lead gen platforms and custodial referral programs charge similarly.

"A shared success model like ours aims to transfer the risk away from our clients to our product," Ovadia said in response to the Reddit thread. "If our platform doesn't do what it's supposed to, FINNY takes the loss, save for the $50 monthly platform access fee. That fee also affords advisors access to a wealth of tools for existing-client data, finding COIs, tracking website visitors and identifying M&A opportunities.

"It's also important to note that FINNY participates in the upside only when a lead contacted through the platform becomes a client," Ovadia said. "Simply identifying someone through a FINNY search does not create a revenue-share obligation. A majority of the advisors we've spoken to prefer this arrangement, and we believe it lowers the bar to entry for growth, no matter how large or small an RIA may be."

This follows news in April that FINNY introduced Hunter, an engine designed to automate strategy, content creation and campaign execution for advisors. Hunter built on FINNY's $17 million Series A funding round led by Venrock.

The company's three co-founders, all engineers, have taken a fundamentally different approach from most of the advisor lead generation and prospecting platforms that came before it, in particular with its matching algorithm and level of automation (FINNY won a WealthManagement.com Industry Award for its AI-enabled Organic Growth Engine in September, among other industry accolades).