Practifi today announced the launch of Practifi Sentir (“Sentir”), an intelligent CRM that is AI-native by design and built on the same enterprise-grade foundation firms already trust. With Sentir, client work lives in one place with clear ownership, so advisors can reliably follow up and strengthen client relationships. The system automatically briefs users on the state of every account, prepares work, recommends next steps, and draws in relevant context from outside the CRM, ensuring advisors walk into every interaction informed and ready to act.

“For decades, CRMs have been perceived as takers. A system where advisors need to input and constantly update information,” said Adrian Johnstone, CEO of Practifi. “With Sentir ingrained in operations, client service, and account management, advisors can view their CRM as a giver. We are providing firms with the structure, control, and insight they need to elevate their overall performance.”

Sentir’s built-in AI capabilities work across every client record, workflow, and interaction, proactively surfacing what advisors need rather than just storing what they enter, with every insight and action linked to trusted records within the CRM. Advisors can act with confidence knowing nothing happens without human review.

What Sentir makes possible:

  • Expertise on every topic, instantly: Advisors get specialist-level thinking on tax, financial planning, client sentiment, and more through 16 named AI Agents that continuously interpret client context and surface insights.

  • Arrive prepared without asking: Advisors arrive fully prepared for every client interaction without ever needing to ask a question, through daily briefings generated automatically by AI and the firm’s own CRM data.

  • Fully present in every meeting: Advisors no longer split attention between the client and the notes, thanks to a native AI Notetaker that captures video and in-person meetings automatically.

  • Walk in ready, every time: Advisors start each meeting with notes already drafted to the firm’s template, through the Meeting Prep Workspace, instead of assembling them beforehand.

  • The full story, always in view: Advisors never have to reconstruct a client’s history from scattered records, through a Universal Timeline that brings every meeting, email, service request, and life event into a single chronological view.

  • Ask, instead of dig: Advisors and teams get an answer in plain language, from a single household’s history to a portfolio-wide question across the whole book, through Sentir’s built-in chat interface, grounded entirely in the firm’s own CRM data.

  • Nothing dropped between teams: Every person on the account, from front office to back office to executive, sees exactly what’s theirs and knows who owns what, through wealth management-specific, purpose-built experiences for each role.

  • The same intelligence, everywhere advisors work: Client context and intelligence extend beyond Sentir itself, through a secure, permissioned MCP Server that connects to the other AI tools and assistants advisors already use.

Importantly, all of the Sentir functionality runs inside the same enterprise-grade security, permissions, and compliance model of Practifi, ensuring nothing new has to be configured, reviewed, or trusted separately.

“Advisors have spent decades learning to speak computer just to get what they need out of a CRM,” said Conor Curtis, Head of Product at Practifi. “We wanted to flip that dynamic. Sentir’s specialized capabilities draw on a knowledge base of more than 200 primary sources covering industry guidance, academic research, and legislation, so when it surfaces something for an advisor, it’s grounded. The system does the orienting, giving the advisor information rather than consuming information the way CRMs do today. That way, the advisor walks into every client conversation already knowing what matters.”

The existing Practifi system will now be known as Practifi Naya (“Naya”), Practifi’s configurable wealth management CRM built around each advisory firm’s workflows and business model. It continues to give firms an operational foundation to run efficiently, with the flexibility to build on it as their practices grow and goals change, and will still be available commercially to both existing and new users.

“So far, any CRM has been a system of record, but with Sentir, advisors have a CRM that proactively works for them,” Johnstone added. “At the same time, our existing system, Naya, continues to be the proven, trusted foundation firms have built their practice on.”

Naya users can continue using their CRM with no change to their workflow. Firms transitioning to Sentir can enable it with no friction, as the underlying data and architecture carry over seamlessly. For more information, visit our website.

About Practifi Sentir

Sentir is Practifi’s AI-native Intelligent CRM for wealth management, and the first of a new category where intelligence is part of the architecture, not bolted on. Built on Practifi’s enterprise-grade foundation, Sentir’s workforce of specialized AI agents lives inside the system of record, continuously interpreting client context, preparing work, and surfacing next steps. The result is a CRM that works before advisors log in and continues long after they log out. Every interaction starts fully informed, and every team spends less time feeding the system and more time applying expertise, all within the compliance, security, and governance controls their business already trusts.

About Practifi Naya

Naya is Practifi’s configurable wealth management CRM built around the data model, workflows, and relationship architecture that advisory firms actually use. It 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. With Naya, firms have access to the operational foundation to run efficiently today and the flexibility to build on it as they grow.

Media gallery

About The Author
Business Wire