TLDR: Fintech companies Intention.ly and AssetLink have launched new artificial intelligence initiatives aimed at significantly enhancing marketing and prospecting efforts for financial advisors and asset managers. Intention.ly introduced its AI Lab, offering integrated AI marketing and sales tools, while AssetLink secured a U.S. patent for its AI-driven financial matchmaking technology, designed to automate product distribution and client relationship intelligence.
In a significant move to revolutionize the financial services sector, two prominent fintech firms, Intention.ly and AssetLink, have announced groundbreaking artificial intelligence (AI) initiatives designed to accelerate organic growth for financial advisors and asset managers. These developments underscore the increasing importance of advanced technology and strategic marketing in the advisory landscape.
Philadelphia-based Intention.ly has officially launched its AI Lab, a dedicated service line focused on delivering thoroughly vetted and integrated AI marketing and sales tools to financial services companies. This new offering includes a suite of advanced solutions such as custom GPT assistants, comprehensive AI readiness audits, generative search optimization, and an AI-driven lead growth engine capable of automating outbound messaging and targeting. Intention.ly has also forged partnerships with select AI providers, ensuring clients benefit from preferred rates and robust onboarding processes.
Kelly Waltrich, CEO of Intention.ly, emphasized the urgency of AI adoption, stating, “The AI window of opportunity in our space is wide open, but its impact will be most powerful for those who act quickly.” She further warned that firms hesitant to embrace AI risk being permanently outpaced by competitors already leveraging these tools to reduce operational costs and expedite client acquisition. Zohray Brennan, Director of Marketing Automation and Operations at Intention.ly, highlighted the firm’s expertise in integrating disparate AI and marketing platforms into cohesive systems, noting, “When you connect the right tools properly, you get exponential results that transform how fast you can scale.”
Concurrently, AssetLink announced it has been granted a U.S. patent for its proprietary AI-driven financial matchmaking technology. This innovative system is engineered to automate critical functions such as product distribution, advisor recruiting, and client relationship intelligence. It achieves this by correlating billions of data points and interpreting complex language and sentiment across the vast financial ecosystem. According to AssetLink, this technology empowers asset managers and Registered Investment Advisors (RIAs) to identify high-value connections between advisors, products, and client needs, thereby significantly reducing the reliance on manual prospecting.
Devon Drew, founder and chief executive of AssetLink, commented on the patent’s significance, stating it “moves financial services beyond outdated, manual prospecting and into an era of intelligent, predictive matchmaking.”
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These announcements arrive at a time when new research highlights the escalating role of marketing and digital tools in driving advisory firm growth. A study by The Ensemble Group revealed that the fastest-growing advisory firms—those achieving over 12% organic growth last year—allocated 3.8% of their revenue to marketing and generated more leads from non-referral channels. In contrast, slower-growing firms invested only 2.2% in marketing, underscoring the direct correlation between strategic marketing investment and accelerated growth in the financial advisory sector.
