Practifi Launches Sentir, An AI-Native Intelligent CRM Built for the Future of Wealth Management

Practifi launched Practifi Sentir, an intelligent CRM designed with AI as a core component rather than an addition, built on the company's existing enterprise infrastructure.
Sentir includes 16 named AI agents that provide expert-level analysis across tax strategy, financial planning, and client sentiment assessment.
Named capabilities include a Meeting Prep Workspace, daily briefings compiled from firm data and CRM records, an AI Notetaker that captures video and in-person meetings, a Universal Timeline consolidating meetings, emails, service requests, and life events, a built-in chat interface, and an MCP server providing a secure and permissioned connection.
The platform's knowledge base covers more than 200 primary sources spanning industry guidance, academic research, and legislation.
Sentir runs within Practifi's existing enterprise-grade security and permissions framework, eliminating separate configuration or compliance review.
Practifi's existing configurable CRM is now designated Practifi Naya, remains available to current and new customers, and supports transition to Sentir without workflow disruption.
CEO Adrian Johnstone stated that with Sentir ingrained in operations, client service, and account management, advisors can view their CRM as a giver rather than a system requiring constant data entry.

Knote: It will be interesting to see how this stacks-up against the AI native challengers.