--Wealthtech Provider Sets Its Sight on Powering the Future of Wealth 
Management and Financial Advice

Australian enterprise-grade technology platform for financial advice 
businesses, Practifi ( 
https://c212.net/c/link/?t=0&l=en&o=3517414-1&h=2906452684&u=https%3A%2F%2Fwww.practifi.com%2Fau%2F%3Futm_campaign%3DBrand_Evolution_2022%26utm_source%3Dnews%26utm_medium%3Dpress-releaseutm_source%3Dnews%26utm_medium%3Dpress-release%26utm_content%3Dau-relaunch-2022&a=Practifi 
), has today announced plans to expand further into the Australian market 
following extensive investment into its data-driven wealth management platform.

Practifi has completed an overhaul of the platform based on its global 
experience and success in the U.S. market to now bring best practice to 
Australia. The platform delivers role-based applications that power every role 
in the firm, providing each team member access to the unique set of data they 
need to make better data-driven decisions.

Since completing its AUD 24M Series B investment led by U.S.-based venture 
capital firm Updata Partners in 2020, Practifi has invested heavily in building 
out a platform that can help change the industry in Australia based on global 
best practice.

Commenting on the announcement, President and Co-Founder Adrian Johnstone said, 
"People talk about how the advice industry in Australia needs to change, but a 
lot of this boils down to the technology and the tools that drive it. Financial 
advice is a technology-enabled industry so this must change for the industry to 
thrive here. Practifi is not simply an advice or CRM platform; we are an 
end-to-end business performance optimisation tool."

Adrian continued, "The advice industry here in Australia has been in turmoil 
but the firms that have emerged strongest are those with a value proposition 
that goes well beyond basic transactional advice where adviser success is tied 
to the performance of the portfolio. Advice businesses with a deep and holistic 
understanding of clients will thrive, and all others will continue to contract."

The plans to expand in the Australian market follow the success of the Practifi 
business in global markets where it has seen three quarters of record growth.

In December 2021, Practifi announced the appointment of Umesh Banga as 
Director, Advice Solutions – APAC. In his new role, Umesh is responsible for 
partnering with client success, professional services as well as supporting 
product teams to deliver the platform to the Australian market. In addition, 
Practifi welcomed Paige Johnson to the team as Director of Strategic 
Partnerships and Alliances earlier this month, bringing over 20 years of 
experience and long-standing relationships across the industry to Practifi's 
leadership team.

Built on the world's No. 1 enterprise cloud, Practifi is secure, reliable and 
massively scalable. With an extensive list of industry features and integration 
capabilities, Practifi has a library of ever-growing APIs and best-in-class 
integration partners such as leading financial planning and wealth management 
software provider, XPLAN.

In Australia, Practifi already boasts clients such as HPH Solutions who 
commented on their own use of Pracitifi, "My dream advice firm is one where I 
understand everything that's going on. Practifi has definitely helped me get 
closer to that vision," shared Robert Pyne, Managing Director of HPH Solutions. 
"Practifi helps us problem solve and figure out the solutions with us. That's 
been fundamental."

Adrian added the next 12 months will be another important period for Practifi 
as the company looks to execute on its global growth strategy and accelerates 
its vision for the Australian market. "Our strategic focus is on making the 
market aware of the value of data-driven logic across all roles. This year we 
will also be launching a comprehensive business intelligence platform, a new 
app dedicated to supporting M&A and growth activities and many new 
integrations. We're excited to power more possibilities for the industry and 
provide the technology data-driven businesses need to scale and accelerate."

About Practifi
Practifi is the performance optimisation platform purpose-built for the wealth 
management industry. Practifi empowers teams to automate workflows, create rich 
client records, and access advanced analytics in a unified experience. With 
comprehensive APIs, a range of specialist wealth industry integrations, and an 
ecosystem of hundreds of integrated apps, our platform centralizes data and 
gives greater visibility across organizations. Headquartered in Chicago, 
Illinois, with offices in Sydney, Australia, Practifi enables organizations 
across the globe to deepen loyalty with their clients and pioneer the future of 
wealth management. To learn more, visit https://practifi.com.

Contact: Marie Cunningham, 224-289-5100, marie.cunningham@practifi.com

SOURCE: Practifi

CONTACT: Marie Cunningham, 224-289-5100, marie.cunningham@practifi.com; Media 
enquiries: Holly Clark, BlueChip Communication, +61 452 069 936, 
holly@bluechipcommunication.com.au; Daniel Paperny, BlueChip Communication, +61 
435 763 992, daniel@bluechipcommunication.com.au