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At the Future Proof 2025 Festival, Victoria Toli, President and Co-Founder of FINNY, described a journey from big-tech scale to intimate industry transformation. Her story and FINNY’s core features lay out a new playbook for advisors seeking organic growth with modern tools—rather than shotgun tactics and legacy platforms.
A Tech Leader’s Pivot to Wealth Management
Victoria explained her shift from Uber’s high-velocity product environment, where algorithms drive decisions for millions, to solving a foundational problem in wealth management. “My good friends and our co-founder, Eden and I both started in tech, both engineers by trade… One day I remember getting a phone call from her saying, 'There’s a really big problem. Wealth managers are facing, they are not able to grow organically.'” For Victoria, the revelation was immediate: “At Uber, we had an algorithm for everything… When I spoke to advisors, I realized that when it came to their livelihood, they really were just relying on referrals or a patchwork of other tools not built for the use case. So that’s how we realized we had to go in and solve this.”
FINNY was designed with these gaps in mind: as an AI-native, vertical-specific platform—not a generic sales tool—its entire mission is to supercharge advisor prospecting, nurturing, and retention, without fragmentation or reliance on external data wrangling.
FINNY’s "All-In-One" Platform Approach
Victoria broke down FINNY’s full-stack design. “Our number one differentiator is that we do everything,” she said. “We help all the way from identifying the leads to prioritizing the leads to then helping the advisor with the outbound. There’s no other tool that you need. We’re not just the data source you export into a third-party platform to run outbound. We’re not just an outbound tool. We’re everything.”
FINNY combines proprietary data scraping and specialized data sources to form a searchable database of over 300 million Americans—augmented with vertical data, including intent signals, life events, and money in motion. The result: more context, better matching, and smarter outreach.
The F Score: Personalizing Outreach for Advisors
Rather than overwhelming advisors with endless data, FINNY filters and ranks prospects using the proprietary F Score (Finny Score), an algorithm built specifically for financial advisor needs. As Toli explained, “The problem with organic growth is not necessarily the lack of data, it’s often having too much data. That’s where our algorithm comes in called the F score… It prioritizes leads based on what we know about the advisor and based on who the advisor has served in the past.”
With this smarter matching engine—described by Toli as “almost similar to Netflix, how Netflix learns what movies you’d like and keeps recommending more”—FINNY aligns its recommendations with an advisor’s niche and client track record.
Compliant, Multi-Channel Outbound Campaigns
FINNY takes streamlined prospecting several steps further. Once a high-quality audience has been identified and prioritized, advisors can launch hyper-personalized campaigns from inside the platform. These campaigns span email, LinkedIn, handwritten notes (coming soon), and AI-generated voicemails—all designed to be compliant, efficient, and targeted.
Beyond the Silver Bullet: The Advisor’s Role in Growth
Victoria was clear that while FINNY offers powerful automation and intelligence, exceptional organic growth still depends on an advisor’s expertise. “One of the really big [pain points] we encounter is them thinking that AI will be kind of a silver bullet… They need to come to us with a niche, with a value proposition, built expertise. Then FINNY can help them knock it out of the park.” She continued, “AI will do the scaling and the thinking still very much has to fall on the advisor.”
Real-World Results and Industry Validation
Early adopters have seen measurable, repeatable success. “Our customers typically see, on average, like one new client a month, around the $1 million mark, that’s typically our sweet spot… Our prime, you know, typical use case would very much be the small advisor bringing on like one $1 million client per month.” Some advisors have reported even larger wins, but the platform is designed for consistent mid-market performance.
Victoria also highlighted industry feedback and the importance of targeted outreach: “Morningstar and Ritholtz Wealth have validated everything we knew already, which is, the more targeted the better, but it also highlighted the importance of content in your outreach.”
A Roadmap for the "Super Advisor"
Looking ahead, Victoria sees FINNY powering a new generation of advisors—those equipped to handle acquisition, relationship management, and retention at scale. “What we want to be is really the organic growth engine for advisors… not only helping them with acquisition but also client retention. There are so many opportunities that lie in plain sight in the advisor’s existing book of business… Being able to monitor client data to know who just got married or whose stock recently appreciated and empowering them to reach out at the perfect time with the perfect message and insight.” She added, “Our customers keep telling us, 'Can I use FINNY for my clients?' And that’s very much where we want to go.”
Conclusion: FINNY’s Impact on Advisor Growth
FINNY’s arrival signals a turning point for advisors who want more than noisy CRM tools or manual campaign tools cobbled together. By combining vertical data, proprietary algorithms, and human-first compliance, FINNY is defining a new category for scalable, effective organic growth.
Victoria’s advice is direct: “Know your craft, build your client niche—and then let FINNY supercharge your growth. AI won’t replace your expertise, but it will multiply your impact.”
For more information, please visit FINNY's website here.
Related: Inside the Wealth Tech Revolution: How F2 Strategy Redefined Consulting for Advisors