FINNY AI, the AI-powered prospecting and marketing platform for independent financial advisors, announced a new “Pay-as-You-Grow” pricing model on August 17, 2026. The launch is relevant to anyone evaluating the cost of AI-assisted advice tools — and if you’re already thinking about how to choose a financial advisor and what fee structures actually look like in practice, this new model is a concrete example of where the industry is headed.
What Changed
Under the old model, FINNY charged advisors a flat annual subscription of either $6,000 or $12,000 — billed regardless of whether the platform actually delivered new clients. The new structure replaces that with a $50 monthly base fee plus a small share of assets under management (AUM) that FINNY directly facilitates. Crucially, the AUM-based fee is charged only while those clients remain with the advisor. For advisors working within LPL Financial — which has added FINNY to its preferred vendor list — the starting rate is 20 basis points on FINNY-sourced AUM, tiering down to 12.5 basis points as volume grows. Larger firms will negotiate rates individually.
Why It Matters for Advisor Fee Transparency
The shift mirrors a broader push in the industry toward outcome-linked compensation — the same logic behind fee-only and fiduciary models for human advisors. According to Business Wire, FINNY CEO Eden Ovadia framed the move as correcting a long-standing imbalance: “Growth in this industry has been rigged for a long time — we’re correcting that.” The early adopter, Ohio-based RIA OneSeven ($10 billion AUM), is already on the new plan. FINNY’s platform covers integrations with custodians holding roughly 85% of U.S. RIA-custodied assets, so the pricing model reaches a significant share of the independent advisor market.
What’s Next
Existing FINNY subscribers are grandfathered into their current plans with the option to switch voluntarily. The Pay-as-You-Grow model removes minimum AUM thresholds and requires no custody changes or practice restructuring — a lower barrier for smaller RIAs that previously found the flat subscription hard to justify. For consumers, this pricing shift signals something important: as AI tools for advisors become standard, the cost structures driving advisor behavior will increasingly look more like performance-linked models, not fixed software licenses.