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Practifi
Chicago, Illinois, United States
What it is
Practifi provides CRM products 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 with third-party tools through open APIs and purpose-built wealth technology integrations at no additional cost. Practifi also offers a REST API using OAuth 2.0 authentication, built on the Salesforce Lightning Platform REST API. Logins require multi-factor authentication, while access controls and session timeouts can be configured. Sentir says AI outputs are cited and logged, and existing Salesforce permissions are enforced before AI accesses information. The cloud service runs 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 is $195 a month, with launch pricing only until Dec. 31 2026.
For and against
For
- Two CRM options address different approaches to AI adoption.
- Naya includes unified client records and configurable workflows.
- Sentir's AI outputs are cited and logged.
- Multi-factor authentication is required for logins.
- Naya's listed third-party integrations have no additional cost.
Against
- No free plan is listed.
- No free trial is listed.
- Naya is listed at $135 a month.
- Sentir launch pricing is limited through Dec. 31 2026.
The verdict
Practifi's Naya and Sentir options offer distinct CRM approaches for wealth-management firms, with security controls and API connectivity. Pricing starts at $135 a month, and the free-plan and trial fields are both negative.
Who it suits
Practifi is for registered investment advisers and wealth management firms looking for a CRM. Naya suits firms wanting configurable workflows, while Sentir is positioned for firms opting for an AI-native CRM.
Plans and prices
Practifi Naya
Tiered by firm size and configuration · Add-on functionality available
Read 29 Sep 2026 · practifi.com
Practifi Sentir
Launch pricing only until Dec. 31 2026 · One product, one price, all in
Read 29 Sep 2026 · practifi.com
On the record
- API
- Practifi offers a REST API that uses OAuth 2.0 authentication and is built on the Salesforce Lightning Platform REST API.developer.practifi.com · read 29 Sep 2026
- Company history
- Practifi was founded in 2013 in Sydney, Australia.practifi.com · read 29 Sep 2026
- Compliance
- Sentir states that each AI output is cited and logged, and that existing Salesforce permissions are enforced before AI accesses information.practifi.com · read 29 Sep 2026
- Infrastructure
- Practifi is built on Salesforce infrastructure, with data stored in Salesforce data centers in the US, UK, Canada, Australia, and New Zealand.practifi.com · read 29 Sep 2026
- Integrations
- Naya connects with third-party tools through open APIs and purpose-built wealth technology integrations at no additional cost.practifi.com · read 29 Sep 2026
- Naya features
- Naya provides unified client records, pre-built workflows, role-specific views, and configurable workflows.practifi.com · read 29 Sep 2026
- Offices
- Practifi lists offices in Sydney, Australia, and Chicago, United States.practifi.com · read 29 Sep 2026
- Product options
- Sentir is an AI-native CRM, while Naya is a configurable CRM designed to support firms adopting AI on their own terms.practifi.com · read 29 Sep 2026
- Purpose
- Practifi provides CRM solutions purpose-built for registered investment advisers and wealth management firms.practifi.com · read 29 Sep 2026
- Security
- Practifi requires multi-factor authentication for user logins and supports configurable access controls and session timeouts.practifi.com · read 29 Sep 2026
- Sentir features
- Sentir includes AI client briefings, domain agents, meeting preparation, a prioritized Noticeboard, and project management views.practifi.com · read 29 Sep 2026
- Support
- Practifi describes its team as providing ongoing support and links customers to the Practifi Success support center.practifi.com · read 29 Sep 2026
