Practifi launches Sentir AI CRM for wealth managers

Practifi has launched Sentir, an AI-native customer relationship management system for wealth management firms. It sits alongside the company's existing CRM offering, now renamed Naya.

Sentir is designed to bring client records, workflow tasks and account activity into a single environment for advisers and support teams. It includes more than a dozen named AI agents and is intended to generate account briefings, recommend next steps and pull in relevant context from outside the CRM.

The launch marks a product split for the Chicago-based company. Its existing platform will now be sold as Practifi Naya, a configurable CRM for firms that want to keep their current workflows, while Sentir is positioned as a newer system built with AI at its core.

Naya will remain available to both existing and new customers. Users of the older platform can continue without changing their workflows, while firms that move to Sentir will keep the same underlying data and architecture.

At the centre of Sentir is a set of tools intended to automate routine preparation work for advisers. These include daily account briefings, a meeting-preparation workspace, a chat interface for questions across household or portfolio records, and a timeline view that brings together meetings, emails, service requests and life events in chronological order.

The system also includes a native AI note-taker for video and in-person meetings. Draft notes can be prepared to a firm's own template before meetings take place.

Two-product approach

The move reflects a broader shift in wealth management software, as vendors try to move beyond systems that mainly store client information toward tools that interpret data and suggest actions. Practifi is seeking to address that change without forcing its existing customer base to abandon the platform they already use.

According to Practifi, Sentir's AI functions operate within the same security, permissions and compliance framework as the previous system. That means firms do not need to set up a separate model for governance and access controls when they enable the new product.

Sentir also includes a secure server designed to connect CRM intelligence with other AI tools and assistants that advisers already use. Access is permissioned, with the aim of extending client context beyond the CRM itself.

Practifi said the system draws on a knowledge base of more than 200 primary sources spanning industry guidance, academic research and legislation. The AI agents cover topics including tax, financial planning and client sentiment.

Adrian Johnstone, Chief Executive Officer of Practifi, outlined the company's view of how CRM systems have been used in advisory businesses.

"For decades, CRMs have been perceived as takers. A system where advisors need to input and constantly update information," said Adrian Johnstone, Chief Executive Officer 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."

Product positioning

Practifi is presenting Sentir as a product for firms that want AI integrated into day-to-day account management, rather than layered onto an existing database. In practice, that means the software is intended to surface prompts and context before an adviser starts work, instead of waiting for a user to search through records.

Conor Curtis, Head of Product at Practifi, said the aim was to change the way advisers interact with CRM systems.

"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."

For existing customers, renaming the earlier system to Naya creates a clearer distinction between the company's two main offerings. Naya remains the configurable CRM product around which many firms have built their operating processes, while Sentir is being introduced as a system focused on AI-led guidance and workflow support.

Johnstone said the company sees the two products as complementary rather than as replacement options.

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