Practifi

What Practifi is

Practifi provides CRM products built for registered investment advisers and wealth management firms. Its two options are Sentir, an AI-native CRM, and Naya, a configurable CRM for firms choosing how to adopt AI. Sentir includes AI client briefings, domain agents, meeting preparation, a prioritized Noticeboard, and project management views. Naya offers unified client records, pre-built workflows, role-specific views, and configurable workflows. It connects to third-party tools through open APIs and purpose-built wealth technology integrations at no additional cost. Practifi also offers a REST API that uses OAuth 2.0 authentication and is built on the Salesforce Lightning Platform REST API. User logins require multi-factor authentication, and access controls and session timeouts can be configured. Sentir says its AI outputs are cited and logged, with existing Salesforce permissions enforced before AI accesses information. Practifi is cloud-based on Salesforce infrastructure, with data stored in Salesforce data centers in the US, UK, Canada, Australia, and New Zealand. Naya is listed at $135 a month; Sentir at $195 a month, with launch pricing only until Dec. 31 2026.