in wealth transferring to heirs; most of it changing advisors too
Cerulli Associates, 2025From investor profile to advisor action.
FIPI® maps how your clients actually think, decide, and react under pressure. Pulse converts each behavioral profile into communication guidance, portfolio context, and follow-up workflows — from one advisor platform.
of clients cite lack of trust as the reason they would leave their advisor
CapIntel / Logica Research, 2025profit increase possible from just a 5% improvement in retention
Harvard Business Reviewof US industry assets now with independent and hybrid RIAs
Cerulli Associates, 2026Integrates with your existing CRM
Built for independent practices. Priced like one too.
Start with the advisor workflow you need now, then expand into broader team usage as client volume and operating complexity grow.
Growth
$349/mobilled annually
For advisors building onboarding, retention, and family workflow into one system.
Best for: growing books of business.
- Pulse dashboardKeep profiles and follow-up in one place.
- Suitability contextBring profile signals into reviews.
- 50 client profilesExpand across a wider client base.
Team
$749/mobilled annually
For teams standardizing advisor workflow across one shared operating model.
Best for: multi-advisor practices.
- 150 client profilesScale across a larger shared client base.
- Up to 3 advisor seatsSupport a real team workflow.
- Team reportingTrack usage and documentation quality.
Enterprise
Let's talkcustom pricing
For firms that need rollout support, integration, and enterprise controls.
Best for: networks and large firms.
- Unlimited seatsDeploy across larger organizations.
- Custom integrationConnect to existing systems and APIs.
- White-label and rollout supportSupport governance and launch.
Pulse turns FIPI® results into advisor workflows.
Pulse is not just a profile layer. It is the operating workflow that connects setup, review, guidance, portfolio work, alerts, and follow-up.
heirs change advisors
in boomer women will change financial advisors within 1 year of inheriting assets
Cerulli Associates, 2025new advisors needed
in the US over the next 5 years
Schwab RIA Study, 2025attrition tied to perception
of clients cite underperformance as a reason to leave; much of it is perceived
CapIntel, 2025AUM growth lift
for firms leveraging AI and behavioral tools
Deloitte, 2025
Four behavioral dimensions. One complete investor picture.
FIPI® measures Zeal, Inhibition, Swag, and Conventionality — the dimensions that reveal how a client actually behaves, not just what they say they prefer.
FIPIⓇ behavioral scan
Pulse scans for four core traits as profiles come into focus.
As advisors move through setup and profile review, Pulse makes Zeal, Inhibition, Swag, and Conventionality easier to see, explain, and apply.
Drive and engagement energy.
Zeal
How actively an investor pursues financial goals — and how much momentum they expect from the advisory relationship.
High: Wants frequent touchpoints and rapid follow-through.Low: Open to creative strategy. Resists over-structure or rigid process.
Caution and risk sensitivity.
Inhibition
How much uncertainty a client can tolerate before pulling back, disengaging, or second-guessing decisions already made.
High: Needs structured reassurance and downside framing before moving.Low: Prefers space to process; can disengage if pace feels relentless.
Confidence and decisiveness.
Swag
How strongly a client trusts their own judgment and how readily they act on — or push back against — advisor recommendations.
High: Self-directed, evidence-driven. Responds to data, not persuasion.Low: Comfortable with risk; over-managed framing can feel patronizing.
Deference to authority.
Conventionality
Comfort with established frameworks vs. openness to exploratory or non-traditional approaches to investing.
High: Wants clear process, structured updates, and familiar frameworks.Low: Seeks validation before acting. Benefits from advisor-led framing.
Every investor maps to a behavioral profile.
FIPI® produces nine distinct archetypes from the four dimensions. Each one tells an advisor how that client communicates, decides, and behaves when markets move.
Explore the full methodologyTrailblazer
High Zeal · High Swag
Momentum-driven and impulsive. Overestimates upside, moves before fully thinking.
Primary FoeFoMo
Futurist
High Zeal · Moderate Conventionality
Forward-thinking and adaptable. Confident but prone to idealistic self-conflict.
Primary FoeRegretta
Guru
High Zeal · High Inhibition
Passionate but reactive. Emotionally inconsistent when volatility spikes.
Primary FoeMolly
Diplomat
High Inhibition · High Conventionality
Security-first, structure-dependent. Avoids calculated risk even when it serves them.
Primary FoeLiborgs
Pulse in practice
Profile to coaching. Before the meeting starts.
When a Rainmaker completes FIPI®, Pulse converts the behavioral profile into communication guidance, objection prep, and a coaching framework — before the advisor walks into the room.
SRSarah RodriguezFIPI® Completed · 3 days ago
Zeal48
Inhibition61
Swag43
Conventionality78
Pulse Advisor Guidance● Generated
Communication
Use structured monthly summaries. Values framing and social impact context land well.
Cadence
Monthly is right. Avoid frequent check-ins — urgency language triggers withdrawal.
Framing
Lead with values alignment, not performance. ESG and impact framing resonates.
Watch for
Tracy Complacency. Review loops can become avoidance. Name the delay and reframe it as a decision point.
Behavioral signals. Built into every client interaction.
Every completed FIPI® profile generates a set of advisor-facing signals — specific, actionable context the advisor can apply before, during, and after the client conversation.
Communication Cadence
Matched to Zeal level.
High Zeal clients expect frequent, momentum-driven touchpoints. Low Zeal clients need space — over-contact triggers disengagement.
Tone Guidance
Balanced from Inhibition and Swag.
High Inhibition + Low Swag signals reassurance-first framing. High Swag requires evidence-led positioning — persuasion feels patronizing.
Volatility Coaching
Pre-built for the profile archetype.
Each archetype reacts to market movement differently. Pulse surfaces the expected reaction pattern and the advisor response that works for that profile.
Meeting Prep
Behavioral context before the conversation.
What matters to this client, what to avoid, and what language frames are most likely to land — pulled from the profile before the advisor walks in.
Primary Foe Watchout
Named behavioral bias per archetype.
Each profile carries a primary behavioral tendency that works against the client's own goals. Pulse names it and tells the advisor how to address it directly.
Objection Prep
Generated from Foe and trait context.
The likely objection pattern for this client — and the framing that resolves it. Specific enough to use in the room, not a generic script.
From survey completion to client-ready next steps.
Profile first. Review second. Guide the conversation. Then act across planning, alerts, and CRM follow-up.
Stage 01
Launch the branded discovery workflow.
Start from the advisor dashboard, send the FIPI® experience, and keep invites, completions, and client status visible from one operating surface.
JMJames MitchellCompleted · 2 days agoDone
SRSarah RodriguezInvited · Awaiting responseInvited
DKDavid KimNot yet invitedPending
Send FIPI® SurveyView All Clients
Generate market alerts from tracked assets.
Choose the client, carry forward current picks or the latest backtest, and turn market movement into advisor-facing review and follow-up preparation.
Market Alerts
Choose the client, load updates, and review asset-linked context before outreach.ClientJames Mitchell
AAPL+3.2%Apple Inc.
8 of your clients hold this position. Consider a proactive update.
Generate Alert Context
Backtests
Move from Portfolio Builder into recent backtest history, benchmark views, and exportable reports.Portfolio+42.3%
S&P 500+38.1%
Download Report
CRM Follow-up
Keep Pulse as the workflow layer and hand off follow-up into Wealthbox-first CRM paths when needed.✓Send FIPI® review summary to James M.
✓Schedule portfolio review call
Log alert note in client record
Push to Wealthbox
University of Toronto
Ontario Securities Commission
CIRO
RBC
Make your practice behaviorally intelligent.
can drive up to a 95% increase in firm profitability
average AUM value of a retained high-net-worth relationship
for firms using behavioral AI tools
including your own client scenarios