FINNY growth playbook

Find the five heavy AWS-hosted files (likely video or animation), compress them, serve a poster image first and load the media after the headline, set long cache lifetimes, remove the 386 KB of unused JavaScript and defer render-blocking requests. Then build lean landing pages for paid traffic with the same message and one "Join Now" action.

Every second on a cold mobile visit costs sign-ups, and fixing it before scaling spend makes every ad dollar the new role spends go further. A faster page also helps organic and AI-search visibility, which the same role owns.

[ ] List the five AWS-hosted files and sizes
[ ] Compress video/animation; poster image first
[ ] Lazy-load media below the headline
[ ] Cache-Control: long max-age on static assets
[ ] Remove unused JavaScript
[ ] Defer render-blocking requests
[ ] Rerun PageSpeed mobile; target under 2 MB
[ ] Separate lean landing pages for paid traffic

• Losing the brand video

  Keep it, but load it after the page is usable.

• Real-visitor scores look fine today

  Track paid mobile traffic separately; it is first-visit traffic.

• PageSpeed testGoogle PageSpeed for the finny.com homepage (October 22, 2026): mobile performance 43/100 (desktop 70); on the phone test the main content, the paragraph "From hello to close, FINNY is the AI growth officer for financial advisors", appears after 11.0 s; the page downloads 7.9 MB in 59 requests, 6.3 MB of it from five files on Amazon Web Services with no efficient cache lifetime; 386 KB of unused JavaScript and 1.15 s of render-blocking requests. Real Chrome visitors still pass Core Web Vitals (homepage LCP about 2.1 s at the 75th percentile), but origin LCP is 25% slower than the previous period.Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source
• Your websitefinny.com (read through programmable.info; the site challenges automated readers): page title "The AI growth officer for financial advisors | FINNY" (a year ago: "Take the guess work out of prospecting"); links to Pricing, Compliance, Security and a blog post announcing Pay As You Grow ("No longer a vendor: meet your new growth partner"); "Join Now" goes to app.finny.com/welcome; SOC 2 is listed; press logos include TechCrunch, RIABiz, WealthManagement.com, Forbes and "Wealthies 2026 Winner". A Growth Community runs at community.finny.com behind sign-in.Source

Ask each waitlist sign-up three questions (broker-dealer or RIA, custodian, team size), show what decides eligibility, and send a short monthly update: which affiliations opened, a product tip and an invitation to a live demo. Let waitlisted advisors start a guided trial if allowed, and track how many convert when their group opens.

A warm, segmented waitlist becomes the first cohort for each new firm FINNY opens, and its answers show the enterprise team which firms to approach next.

• Promising dates that slip

  Say which groups are open now, never dates.

• Messaging reviewed late

  Route all pricing copy through compliance before sending.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source
• Your websitefinny.com (read through programmable.info; the site challenges automated readers): page title "The AI growth officer for financial advisors | FINNY" (a year ago: "Take the guess work out of prospecting"); links to Pricing, Compliance, Security and a blog post announcing Pay As You Grow ("No longer a vendor: meet your new growth partner"); "Join Now" goes to app.finny.com/welcome; SOC 2 is listed; press logos include TechCrunch, RIABiz, WealthManagement.com, Forbes and "Wealthies 2026 Winner". A Growth Community runs at community.finny.com behind sign-in.Source

Publish a plain pricing explainer: what the $50 covers, how the asset share is defined and measured, that it stops when clients leave, who is eligible today, and what existing subscribers can do. Add an FAQ with schema markup and a worked example using a hypothetical round number for assets, clearly labeled as illustrative and with no projected results. Have compliance review it.

Buyers check price early, and a single clear source keeps search and AI answers current. It is also what the growth marketer is hired to own: SEO, GEO and conversion.

• Example read as a promise

  Use a hypothetical round figure and label it illustrative.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• News coverageWealthManagement.com describes Pay-as-You-Grow as a monthly fee plus a percentage of assets from clients it helps bring in, similar to custodial referral programs; FINNY also discussed the pricing on The WealthStack Podcast ("Why FINNY AI is Rethinking Wealthtech Pricing").See the research Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source
• Your websitefinny.com (read through programmable.info; the site challenges automated readers): page title "The AI growth officer for financial advisors | FINNY" (a year ago: "Take the guess work out of prospecting"); links to Pricing, Compliance, Security and a blog post announcing Pay As You Grow ("No longer a vendor: meet your new growth partner"); "Join Now" goes to app.finny.com/welcome; SOC 2 is listed; press logos include TechCrunch, RIABiz, WealthManagement.com, Forbes and "Wealthies 2026 Winner". A Growth Community runs at community.finny.com behind sign-in.Source

Write one definition of an attributed client and their assets (first FINNY touch, time window, custodian data source, what happens on transfer out), model it in dbt with tests, and use the same table for invoices, the growth dashboard and customer health. Publish a plain-language version for advisors.

If billing, marketing and the advisor see different numbers, trust in the new model breaks; one definition protects revenue and renewals.

• Custodian data gaps

  Mark records with missing data and exclude them from billing.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringSenior Analytics Engineer (posted October 22, 2026), FINNY's first: "Define the metrics FINNY runs on, with tests and documentation, so every team works from the same numbers"; the warehouse on dbt Core and Snowflake serves "operations, sales, marketing, growth strategy, finance"; nice to have: modeled "pricing, billing, subscription or usage data". A Senior Product Manager (October 2, 2026) must "understand why advisors churn, why campaigns fail, and how to increase activation and retention".Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source

Add an inbound path to the site and ads: "Get found by the right clients" with Hunter's content drafting, compliance review step and LinkedIn presence, next to the outreach story. Test both messages in LinkedIn ads to advisors and measure sign-ups.

Matching the method most advisors already like widens the market beyond the small share who prospect cold.

• Diluting the brand

  Keep one promise: growth, with two ways in.

• Industry researchKitces (January 2026): "fewer than 5% of advisors" engage in cold outreach and "those who do it" are "broadly unsatisfied with its effectiveness"; advisors "tend to prefer an inbound approach"; about 5.3% use third-party outbound prospecting technology. Kitces lists FINNY with Catchlight, Wealthfeed, WEALTHAWK and Cashmere as AI prospecting tools.Source
• Press releaseHunter (April 14, 2026): an AI agent that "thinks, guides and acts" as a chief growth officer for advisors, drafting personalized outreach and marketing content "including blog posts, LinkedIn content and website copy", first for members of FINNY's Product Advisory Board.Source
• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source
• PageSpeed testGoogle PageSpeed for the finny.com homepage (October 22, 2026): mobile performance 43/100 (desktop 70); on the phone test the main content, the paragraph "From hello to close, FINNY is the AI growth officer for financial advisors", appears after 11.0 s; the page downloads 7.9 MB in 59 requests, 6.3 MB of it from five files on Amazon Web Services with no efficient cache lifetime; 386 KB of unused JavaScript and 1.15 s of render-blocking requests. Real Chrome visitors still pass Core Web Vitals (homepage LCP about 2.1 s at the 75th percentile), but origin LCP is 25% slower than the previous period.Source

Give every new advisor a seven-day path: day 1 ideal client profile, day 2 first campaign from a compliant template, day 3 compliance review, day 5 first sends, day 7 a short office-hours check. Flag anyone stuck for a strategist call.

Advisors who launch a campaign in week one are the ones who stay, and FINNY only earns the asset share when they succeed.

• Rushed campaigns

  Keep the compliance review step in the path.

• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source
• HiringSenior Analytics Engineer (posted October 22, 2026), FINNY's first: "Define the metrics FINNY runs on, with tests and documentation, so every team works from the same numbers"; the warehouse on dbt Core and Snowflake serves "operations, sales, marketing, growth strategy, finance"; nice to have: modeled "pricing, billing, subscription or usage data". A Senior Product Manager (October 2, 2026) must "understand why advisors churn, why campaigns fail, and how to increase activation and retention".Source
• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source

Make one session a month a public workshop on a growth topic (ideal client profile, LinkedIn presence, follow-up), with no customer data shown, and record it for the site and YouTube. Invite waitlisted and trial advisors.

It shows the service behind the software and feeds the content plan the growth marketer must build.

• Customer data on screen

  Use a demo account only.

• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source
• Industry researchKitces (January 2026): "fewer than 5% of advisors" engage in cold outreach and "those who do it" are "broadly unsatisfied with its effectiveness"; advisors "tend to prefer an inbound approach"; about 5.3% use third-party outbound prospecting technology. Kitces lists FINNY with Catchlight, Wealthfeed, WEALTHAWK and Cashmere as AI prospecting tools.Source

Build template packs with plain language, no performance claims, and the disclosures each firm requires, written with firms' compliance teams. Let enterprise firms pre-approve templates so their advisors can send faster.

Faster approval means more campaigns live, which is the activity FINNY's pricing depends on.

• Templates drift from rules

  Review each quarter with the firm.

• Press releaseHunter (April 14, 2026): an AI agent that "thinks, guides and acts" as a chief growth officer for advisors, drafting personalized outreach and marketing content "including blog posts, LinkedIn content and website copy", first for members of FINNY's Product Advisory Board.Source
• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source
• HiringSenior Account Executive, Enterprise (posted June 3, 2026): sells to "broker-dealers, large RIA aggregators, and wirehouse teams", builds "a pipeline of $500K+ ACV opportunities", leads deals "involving C-suite, compliance, operations, and IT stakeholders" and negotiates "MSAs, and security reviews". The Account Executive post (March 30, 2026) asks for "high-volume, high-velocity sales (25+ deals / month)" with Attio, HubSpot, Outreach and LinkedIn Navigator.Source

Write the LPL launch as a repeatable program: firm-level agreement, compliance and security review, branded onboarding, launch webinar and success metrics. Use the waitlist answers to rank the next firms by demand.

Firm launches add many advisors at once and give each one a reason to join now.

• Long cycles

  Run several firms in parallel.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringSenior Account Executive, Enterprise (posted June 3, 2026): sells to "broker-dealers, large RIA aggregators, and wirehouse teams", builds "a pipeline of $500K+ ACV opportunities", leads deals "involving C-suite, compliance, operations, and IT stakeholders" and negotiates "MSAs, and security reviews". The Account Executive post (March 30, 2026) asks for "high-volume, high-velocity sales (25+ deals / month)" with Attio, HubSpot, Outreach and LinkedIn Navigator.Source
• News coverageInvestmentNews on the launch: the CEO contrasts it with custodian referral programs, which have mostly served the largest RIAs with minimums, custody arrangements and lock-in, and says FINNY wants to open that kind of growth to the tens of thousands of firms outside them; more than 400 firms use the latest version of the platform.Source

Build a trust page and request pack: SOC 2 report access, data sources and how prospect data is used, compliance review features, subprocessors and a standard questionnaire. Track time to finish review.

Shorter reviews mean faster enterprise revenue.

• Oversharing

  Gate detailed documents behind NDA.

• HiringSenior Account Executive, Enterprise (posted June 3, 2026): sells to "broker-dealers, large RIA aggregators, and wirehouse teams", builds "a pipeline of $500K+ ACV opportunities", leads deals "involving C-suite, compliance, operations, and IT stakeholders" and negotiates "MSAs, and security reviews". The Account Executive post (March 30, 2026) asks for "high-volume, high-velocity sales (25+ deals / month)" with Attio, HubSpot, Outreach and LinkedIn Navigator.Source
• Your websitefinny.com (read through programmable.info; the site challenges automated readers): page title "The AI growth officer for financial advisors | FINNY" (a year ago: "Take the guess work out of prospecting"); links to Pricing, Compliance, Security and a blog post announcing Pay As You Grow ("No longer a vendor: meet your new growth partner"); "Join Now" goes to app.finny.com/welcome; SOC 2 is listed; press logos include TechCrunch, RIABiz, WealthManagement.com, Forbes and "Wealthies 2026 Winner". A Growth Community runs at community.finny.com behind sign-in.Source
• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source

Score each account weekly: campaigns live, reply rate, meetings booked, compliance approval time, last strategist contact. Alert on drops and give each risk a play.

Early warning lets strategists help before an advisor gives up.

• Score gamed by activity

  Weight outcomes like meetings booked.

• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source
• HiringSenior Analytics Engineer (posted October 22, 2026), FINNY's first: "Define the metrics FINNY runs on, with tests and documentation, so every team works from the same numbers"; the warehouse on dbt Core and Snowflake serves "operations, sales, marketing, growth strategy, finance"; nice to have: modeled "pricing, billing, subscription or usage data". A Senior Product Manager (October 2, 2026) must "understand why advisors churn, why campaigns fail, and how to increase activation and retention".Source
• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source

Build audiences by affiliation where targeting allows: LPL advisors see the open offer, others see the waitlist and inbound content. Use separate landing pages and track cost per sign-up by group.

Matching the offer to the audience lifts conversion and avoids disappointed sign-ups.

• Small audiences

  Use broader groups and page-level segmentation.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source

Publish five stories focused on process: prospects found, meetings booked, time saved, how compliance review worked. Get written approval from each firm and review with compliance.

Peer stories persuade advisors, and process metrics keep them compliant.

• Outcome claims slip in

  Compliance signs off every story.

• News coverageInvestmentNews on the launch: the CEO contrasts it with custodian referral programs, which have mostly served the largest RIAs with minimums, custody arrangements and lock-in, and says FINNY wants to open that kind of growth to the tens of thousands of firms outside them; more than 400 firms use the latest version of the platform.Source
• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source
• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source

Publish a public preview: topics, a sample discussion with permission, upcoming sessions. Offer waitlisted advisors guest access to one event.

Community makes the decision about people, not just software.

• Member privacy

  Only share approved posts.

• Your websitefinny.com (read through programmable.info; the site challenges automated readers): page title "The AI growth officer for financial advisors | FINNY" (a year ago: "Take the guess work out of prospecting"); links to Pricing, Compliance, Security and a blog post announcing Pay As You Grow ("No longer a vendor: meet your new growth partner"); "Join Now" goes to app.finny.com/welcome; SOC 2 is listed; press logos include TechCrunch, RIABiz, WealthManagement.com, Forbes and "Wealthies 2026 Winner". A Growth Community runs at community.finny.com behind sign-in.Source
• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source

List FINNY in each partner's marketplace, run a joint webinar with one reporting platform, and build a page per integration explaining setup.

Partners bring trusted advisor audiences.

• Partner approval slow

  Start with self-serve listings.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringGrowth Marketing Manager (New York, posted July 21, 2026): to "build and own our SEO, GEO (generative engine optimization), and paid acquisition function from the ground up", reporting to the CEO, "right as FINNY's brand has been sharpened and the business model has pivoted to self-serve". Owns paid acquisition "across Google and LinkedIn", landing pages and "a steady CRO test roadmap" to "lift demo/trial conversion", and "clean, trusted attribution from click to paid client". A regulated-vertical background is "a strong plus".Source

Offer a free month to both the referrer and the new advisor, with a link in the app after the first meeting booked. Check the offer with compliance first.

Peer referrals bring advisors who already trust the product.

• Firm rules vary

  Let enterprise firms opt out.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source

Publish aggregated, anonymized benchmarks: reply rates by channel, best days and times, follow-up counts, compliance approval times. No individual or prospect data. Launch with a webinar and press.

Original data earns coverage, links and AI citations, and positions FINNY as the authority on advisor growth.

• Data privacy

  Aggregate and suppress small groups.

• HiringCompany description in FINNY's job posts: "a growth platform for financial advisors" on "a mission to make great financial advice easier to find"; "$4.5M Seed from Y-Combinator in S24 and now $17M Series A led by Venrock"; "We work with over 1,000 firms across the wealth management ecosystem"; "#1 at the Morningstar Fintech Showcase, #1 at 2025 Wealthies".Source
• Industry researchKitces (January 2026): "fewer than 5% of advisors" engage in cold outreach and "those who do it" are "broadly unsatisfied with its effectiveness"; advisors "tend to prefer an inbound approach"; about 5.3% use third-party outbound prospecting technology. Kitces lists FINNY with Catchlight, Wealthfeed, WEALTHAWK and Cashmere as AI prospecting tools.Source
• HiringSenior Analytics Engineer (posted October 22, 2026), FINNY's first: "Define the metrics FINNY runs on, with tests and documentation, so every team works from the same numbers"; the warehouse on dbt Core and Snowflake serves "operations, sales, marketing, growth strategy, finance"; nice to have: modeled "pricing, billing, subscription or usage data". A Senior Product Manager (October 2, 2026) must "understand why advisors churn, why campaigns fail, and how to increase activation and retention".Source

Show prospects found, messages sent, replies, meetings booked and clients attributed, with the same definitions as billing. Send a monthly summary email. No return or performance figures.

Visible activity makes the fee feel fair and keeps advisors engaged.

• Numbers questioned

  Link each to the underlying records.

• Press releasePay-as-You-Grow (August 17, 2026): unlimited platform access for $50 a month plus a small share of assets FINNY helped bring in, charged only while those clients stay; it replaces the flat annual subscription of $6,000 or $12,000. LPL Financial is the first to get access; "non-LPL advisors can join a waitlist"; existing users are grandfathered with the option to switch "as eligible". Custodian and reporting integrations cover an estimated 85% of U.S. RIA custodied assets.Source
• HiringSenior Analytics Engineer (posted October 22, 2026), FINNY's first: "Define the metrics FINNY runs on, with tests and documentation, so every team works from the same numbers"; the warehouse on dbt Core and Snowflake serves "operations, sales, marketing, growth strategy, finance"; nice to have: modeled "pricing, billing, subscription or usage data". A Senior Product Manager (October 2, 2026) must "understand why advisors churn, why campaigns fail, and how to increase activation and retention".Source
• HiringGrowth Strategist and Growth Strategist, Enterprise (Partner Experience team, posted June 10 and September 14, 2026): "Lead onboarding and training", "help customers build their first campaigns and workflows", "Run weekly office hours", "Track and manage customer health: Monitor usage, engagement, campaign quality, and retention indicators", and build "the playbooks that will scale our platform across thousands of advisors".Source

Pilot compliant advisor profile pages built from approved firm content, discoverable by search, with contact routed to the advisor. Start with one firm and review every page with its compliance team.

Inbound demand for advisors is what they value most and supports the asset-share model.

• Regulatory exposure

  No rankings, ratings or performance; compliance approves each page.

• HiringCompany description in FINNY's job posts: "a growth platform for financial advisors" on "a mission to make great financial advice easier to find"; "$4.5M Seed from Y-Combinator in S24 and now $17M Series A led by Venrock"; "We work with over 1,000 firms across the wealth management ecosystem"; "#1 at the Morningstar Fintech Showcase, #1 at 2025 Wealthies".Source
• Press releaseHunter (April 14, 2026): an AI agent that "thinks, guides and acts" as a chief growth officer for advisors, drafting personalized outreach and marketing content "including blog posts, LinkedIn content and website copy", first for members of FINNY's Product Advisory Board.Source
• Industry researchKitces (January 2026): "fewer than 5% of advisors" engage in cold outreach and "those who do it" are "broadly unsatisfied with its effectiveness"; advisors "tend to prefer an inbound approach"; about 5.3% use third-party outbound prospecting technology. Kitces lists FINNY with Catchlight, Wealthfeed, WEALTHAWK and Cashmere as AI prospecting tools.Source

Publish a yearly calendar of common life and money events by month, with suggested compliant content themes for each, and tie it to Hunter templates.

It gives advisors a reason to come back monthly and earns search traffic.

• Generic themes

  Ground each in a real event type.

• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source
• Press releaseHunter (April 14, 2026): an AI agent that "thinks, guides and acts" as a chief growth officer for advisors, drafting personalized outreach and marketing content "including blog posts, LinkedIn content and website copy", first for members of FINNY's Product Advisory Board.Source

Clip each appearance into three short videos with captions, post weekly, and link to the pricing explainer.

Founder voice builds trust in a new pricing model.

• Out-of-context clips

  Keep each clip self-contained.

• News coverageWealthManagement.com describes Pay-as-You-Grow as a monthly fee plus a percentage of assets from clients it helps bring in, similar to custodial referral programs; FINNY also discussed the pricing on The WealthStack Podcast ("Why FINNY AI is Rethinking Wealthtech Pricing").See the research Source
• News coverageInvestmentNews on the launch: the CEO contrasts it with custodian referral programs, which have mostly served the largest RIAs with minimums, custody arrangements and lock-in, and says FINNY wants to open that kind of growth to the tens of thousands of firms outside them; more than 400 firms use the latest version of the platform.Source

Publish a page on what kinds of signals the score uses, what it never uses, how advisors can give feedback and how data is sourced. Link it from the trust page.

Transparency helps compliance reviews and AI answers about FINNY.

• Revealing too much

  Describe categories, not weights.

• News coverageFinancial Planning: FINNY's "F-Score" engine ranks prospects from thousands of data points and money-in-motion signals; the product includes a compliance review step and automated email sequences.Source
• HiringSenior Account Executive, Enterprise (posted June 3, 2026): sells to "broker-dealers, large RIA aggregators, and wirehouse teams", builds "a pipeline of $500K+ ACV opportunities", leads deals "involving C-suite, compliance, operations, and IT stakeholders" and negotiates "MSAs, and security reviews". The Account Executive post (March 30, 2026) asks for "high-volume, high-velocity sales (25+ deals / month)" with Attio, HubSpot, Outreach and LinkedIn Navigator.Source