FINNY AI

What do they actually do

FINNY AI is a web app that helps independent financial advisors find, prioritize, and contact prospective clients. It combines a searchable people database, a ranking score (its “F‑Score”) to surface higher‑priority prospects, AI‑generated personalized messages, and multi‑step campaign automation across email, LinkedIn, voicemail, and direct mail finnyai.com Business Wire TechCrunch.

Advisors define target audiences (e.g., life events, roles, education), review ranked lists (F‑Score), enrich profiles, generate personalized outreach, and launch sequenced, multi‑channel campaigns with suggested channels and automated follow‑ups. Responses are tracked through to booked meetings, with export or CRM sync to close the loop YouTube demo finnyai.com.

Public traction: the company launched an MVP in mid‑2024, raised a seed round, and reports serving 40+ advisor customers with several hundred firms on a waitlist, per press coverage TechCrunch. Its near‑term roadmap focuses on deeper intent signals, more automated outreach (e.g., AI voicemails), and partnerships with firms/broker‑dealers Business Wire WealthSolutionsReport TechCrunch.

Who are their target customer(s)

• Independent, solo financial advisors: They struggle to find reliable, qualified prospects and lack time to build and personalize outreach at scale; they need a searchable source of people plus prioritized leads finnyai.com/product TechCrunch.
• Small advisory firms or RIAs (a few advisors): They need a repeatable way to feed each advisor with decent leads and standardize outreach without extra marketing staff, while keeping follow‑ups organized finnyai.com/product Business Wire.
• Broker‑dealer or large‑firm BD/growth teams: They need higher‑intent, compliant lead flows provisioned firm‑wide with measurable conversion, ideally via integrations and centralized controls TechCrunch USA Financial.
• New or early‑stage advisors building a book: They have limited pipeline and referrals; they need to pinpoint specific segments (e.g., recent homebuyers, certain professions) and convert first meetings quickly YouTube demo finnyai.com/product.

How would they acquire their first 10, 50, and 100 customers

• First 10: Tap founders’ networks, YC contacts, and direct outreach to solo advisors; offer short, free or discounted pilots with concierge onboarding to prove ROI and gather feedback, then convert into case studies and referrals finnyai.com/product TechCrunch.
• First 50: Run focused webinars, niche paid ads, and co‑marketing with small RIA associations/regional BDs; promote ready‑to‑use audience filters and templates, formalize a referral program, and standardize onboarding to lower sales effort per account finnyai.com/product Business Wire.
• First 100: Add distribution deals and pilots with custodians, broker‑dealers, and aggregator platforms to onboard many advisors at once; pair with a small inside‑sales team for multi‑advisor firm deals, lead‑quality reporting, and presence at key industry events TechCrunch USA Financial.

What is the rough total addressable market

Top-down context:

Initial focus is independent and small‑firm financial advisors in North America who actively prospect. At typical advisor spend levels for marketing/prospecting software, this supports a few‑hundred‑million‑dollar TAM.

Bottom-up calculation:

Assume ~100,000 targetable advisors and an average subscription of ~$3,000 per user per year, implying an initial TAM of roughly $300M. Enterprise/BD deals could raise ARPU and expand the reachable base over time.

Assumptions:

• Roughly 80,000–120,000 independent/small‑firm advisors are targetable in the near term.
• Average annual spend per advisor on prospecting software of ~$2,000–$5,000; model uses ~$3,000.
• TAM reflects full penetration of the targetable segment; near‑term SAM would be a subset of this.

Who are some of their notable competitors

• SmartAsset AMP: Lead marketplace that sells inbound consumer leads to advisors and offers nurture tools; competes for acquisition budgets but is marketplace‑first rather than a prospect‑search + multi‑channel engine.
• Snappy Kraken: Advisor‑focused marketing automation with pre‑built, compliance‑aware campaigns, websites, and AI content; overlaps on campaign automation but lacks a proprietary people database and F‑Score ranking.
• Redtail CRM: Popular advisor CRM with workflows, lists, and integrations; a competing place to manage prospects and automate follow‑ups, though it doesn’t provide FINNY’s intent search or lead database.
• LinkedIn Sales Navigator: Professional prospecting on LinkedIn with advanced filters, InMail, and team features; a common manual alternative for advisors sourcing prospects without FINNY’s database or ranking layer.
• ZoomInfo (SalesOS/Intent): Broad B2B contact and intent data used to prioritize outreach; competes on data quality and signals but is not advisor‑specific and typically paired with separate outreach tools.