If you've ever tried to build a prospecting list of bridge lenders or private debt funds, you've likely discovered an uncomfortable truth: traditional B2B databases weren't built for this market.
Choosing the right CRM for your financial advisory practice isn't just a software decision—it's a strategic choice that impacts client relationships, operational efficiency, compliance, and scalability for years to come.
Five platforms consistently dominate conversations among wealth management professionals: Salesforce Financial Services Cloud (FSC), Wealthbox, Redtail, Orion, and Practifi. Each serves different needs, different firm sizes, and different technology philosophies.
This guide provides an honest, comprehensive comparison to help you make the right choice for your firm.
| Platform | Best For | Starting Price | Complexity |
|---|---|---|---|
| Wealthbox | Modern RIAs wanting simplicity | $59/user/mo | Low |
| Redtail | Budget-conscious firms, industry standard | $39/user/mo | Low-Medium |
| Orion | Firms wanting unified tech ecosystem | $13,000+/year | Medium-High |
| Practifi | Growth-focused firms wanting Salesforce power | $1,200/mo base | Medium-High |
| Salesforce FSC | Enterprise firms, multi-line financial services | $325/user/mo | High |
Philosophy: "Sign up and go"—ready-to-use simplicity designed specifically for financial advisors.
Wealthbox has rapidly become the darling of tech-forward RIAs. Its social media-inspired interface feels familiar and intuitive, leading to industry-leading adoption rates. Founded in 2014, Wealthbox positioned itself as the anti-complexity alternative to legacy systems.
Market position: Fastest-growing CRM among RIAs, particularly popular with younger advisors and firms under 50 users.
Philosophy: Comprehensive functionality at an accessible price—the workhorse of advisor technology.
Redtail has been serving financial advisors since 2003 and commands the #1 market share among advisor CRMs according to the T3/Inside Information 2025 Survey. Acquired by Orion in 2021, Redtail continues operating as a standalone CRM while integrating deeply with Orion's broader platform.
Market position: Over 100,000 advisors trust Redtail—it's the safe, proven choice.
Philosophy: One integrated platform to run your entire practice—prospecting, planning, investing, and achieving.
Orion isn't just a CRM—it's a comprehensive technology ecosystem that includes portfolio accounting (#1 market share), trading, financial planning, risk intelligence, compliance tools, and CRM (via Redtail). For firms committed to consolidating their tech stack, Orion offers unmatched integration.
Market position: 17 of the Top 20 Barron's RIA firms rely on Orion's technology.
Philosophy: Harness enterprise-grade Salesforce capabilities through a pre-configured, wealth management-specific interface.
Practifi is built natively on the Salesforce platform but delivers pre-built dashboards, workflows, and data models specifically designed for wealth management. It bridges the gap between Salesforce's power and the need for advisor-specific functionality without extensive custom development.
Market position: Popular among mid-to-large RIAs wanting Salesforce's capabilities without starting from scratch.
Philosophy: Infinite customization and enterprise scalability backed by the world's leading CRM platform.
Salesforce FSC takes the Salesforce platform and adds pre-built objects, data models, and features specifically for financial services—spanning wealth management, banking, and insurance. With AI capabilities (Einstein and Agentforce), FSC represents the cutting edge of CRM technology.
Market position: The choice for large enterprises, broker-dealers, and firms planning significant growth or AI-first strategies.
| Capability | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| Contact management | ✓ | ✓ | ✓ | ✓ | ✓ |
| Household grouping | ✓ | ✓ | ✓ | ✓ Advanced | ✓ |
| Relationship mapping | Basic | ✓ | ✓ | ✓ Multi-generational | ✓ |
| Custom fields | ✓ | ✓ | ✓ | ✓ | ✓ Unlimited |
| Centers of influence | ✓ | ✓ | ✓ Advanced | ✓ | ✓ |
| 360° client view | ✓ | ✓ | ✓ Unified | ✓ | ✓ Cross-system |
Verdict: All platforms handle basic contact and household management well. FSC and Practifi offer the deepest relationship mapping for complex multi-generational wealth scenarios. Orion's strength is unifying client data across portfolio, planning, and CRM in a single view.
| Capability | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| Pre-built workflows | ✓ | ✓ | ✓ Rich library | ✓ | ✓ Action Plans |
| Custom workflows | Template | ✓ Visual | ✓ | ✓ Visual | ✓ Flow Builder |
| Trigger complexity | Basic | Moderate | Moderate | Advanced | Multi-condition |
| Cross-system automation | Limited | Moderate | ✓ Unified | ✓ Salesforce | ✓ Full orchestration |
| AI-driven automation | – | – | Emerging | ✓ Practifi Intelligence | ✓ Agentforce |
Verdict: Salesforce FSC offers the most powerful automation capabilities, especially with Agentforce. Practifi delivers strong automation with less complexity. Redtail and Orion provide solid workflow tools that meet most advisor needs. Wealthbox prioritizes simplicity over automation depth.
| Integration Type | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| Major custodians | ✓ 150+ | ✓ 100+ | ✓ Direct | ✓ | ✓ 3,000+ AppExchange |
| Financial planning | ✓ eMoney, MGP, etc. | ✓ eMoney, MGP, etc. | ✓ Orion Planning | ✓ | ✓ |
| Portfolio reporting | ✓ Third-party | ✓ Third-party | ✓ Native | ✓ | ✓ Third-party |
| DocuSign | ✓ | ✓ | ✓ | ✓ | ✓ Native |
| Marketing automation | Basic | Redtail Campaigns | ✓ Campaigns | Practifi Promote | Marketing Cloud |
| Open API | ✓ RESTful | ✓ | ✓ | ✓ | ✓ Comprehensive |
Verdict: Orion wins for firms wanting everything in one ecosystem with native integrations. Practifi and FSC leverage Salesforce's massive AppExchange. Wealthbox and Redtail both maintain strong integration libraries with wealthtech-specific tools.
| Capability | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| Native mobile apps | ✓ iOS, Android, iPad | ✓ iOS, Android | ✓ iOS, Android | ✓ Salesforce Mobile | ✓ Salesforce Mobile |
| Offline functionality | ✓ Full sync | ✓ Partial | ✓ | ✓ | ✓ |
| User experience | ★★★★★ | ★★★☆☆ | ★★★★☆ | ★★★★☆ | ★★★★☆ |
Verdict: Wealthbox has the most praised mobile experience. All platforms offer functional mobile apps, but standalone CRMs (Wealthbox, Redtail) tend to be more streamlined than enterprise platforms.
| Capability | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| AI meeting notes | ✓ Add-on ($49/mo) | – | – | ✓ Practifi Intelligence | ✓ Einstein |
| AI-generated summaries | – | – | – | ✓ One-click | ✓ Einstein |
| AI assistants/agents | – | – | – | Emerging | ✓ Agentforce |
| Predictive analytics | – | – | Risk Intelligence | ✓ | ✓ Next Best Action |
| Natural language queries | – | – | – | ✓ | ✓ Einstein Search |
Verdict: Salesforce FSC has a significant AI advantage with Agentforce—AI agents that can automate meeting prep, service requests, and client communications. Practifi Intelligence brings AI to its platform. Wealthbox offers an AI add-on for meeting notes. Redtail and Orion are still developing their AI capabilities.
| Capability | Wealthbox | Redtail | Orion | Practifi | Salesforce FSC |
|---|---|---|---|---|---|
| SOC 2 Type II | ✓ | ✓ | ✓ | ✓ | ✓ |
| SEC/FINRA compliance | ✓ | ✓ | ✓ | ✓ | ✓ Elite |
| Email archiving | ✓ | ✓ Redtail Email | ✓ | ✓ | ✓ |
| Audit trails | ✓ | ✓ | ✓ | ✓ Detailed | ✓ Comprehensive |
| Compliant texting | – | ✓ Redtail Speak | ✓ | – | Add-on |
| Document storage | ✓ | ✓ Redtail Imaging | ✓ | ✓ | ✓ |
Verdict: All platforms meet advisor compliance requirements. Redtail stands out with Redtail Speak (compliant texting) and Redtail Imaging (document management) included or available. Salesforce FSC offers the most granular audit trail capabilities for enterprise compliance needs.
| Plan | Price | Highlights |
|---|---|---|
| Basic | $59/user/mo | Core CRM, workflows, mobile |
| Pro | $75/user/mo | Team features, advanced reporting |
| Premier | $99/user/mo | Multiple workspaces, custom branding |
| Enterprise | Custom | Multi-office, dedicated support |
Hidden costs: Minimal—no implementation fees, free data migration assistance, no admin required.
AI Add-on: $49/user/mo for AI meeting notes.
| Plan | Price | Highlights |
|---|---|---|
| Launch | $39/user/mo (annual) or $45 (monthly) | Up to 5 users |
| Growth | $59/user/mo (annual) or $65 (monthly) | Unlimited users |
| Enterprise | Custom | Custom needs |
Hidden costs: Minimal—complimentary data importing, free training resources.
Add-ons: Redtail Speak (compliant texting), Redtail Imaging (document storage).
| Component | Approximate Price |
|---|---|
| Orion Advantage | $13,000–$28,000+/year |
Includes: Portfolio Accounting, Redtail CRM, Trading, Planning, Client Portal, Compliance
Risk Intelligence: $275/user/mo standalone
Hidden costs: Implementation and training for full platform adoption. Scale-based pricing.
Note: Orion pricing is AUM-based or enterprise-negotiated. Redtail can be purchased standalone separately from full Orion platform.
| Component | Price |
|---|---|
| Base Platform | $1,200/company/mo |
Includes: 10 Salesforce Platform licenses
Additional users: Custom pricing
Add-ons: Intelligence, Portals, Promote, Protect, Sandbox
Hidden costs: Implementation services, customization work via Professional Services team.
| Plan | Price |
|---|---|
| FSC for Sales | $325/user/mo |
| FSC for Service | $325/user/mo |
| FSC Sales + Service | $350/user/mo |
| Agentforce 1 | $750/user/mo |
Hidden costs:
| Platform | Year 1 | Year 2 | Year 3 | 3-Year TCO |
|---|---|---|---|---|
| Wealthbox Pro | $9,000 | $9,000 | $9,000 | $27,000 |
| Redtail Growth | $7,080 | $7,080 | $7,080 | $21,240 |
| Practifi | $50,000* | $25,000 | $25,000 | $100,000 |
| Salesforce FSC | $89,000* | $49,000 | $49,000 | $187,000 |
| Orion (Full) | $35,000* | $20,000 | $20,000 | $75,000 |
Year 1 includes estimated implementation/training costs. Actual costs vary significantly based on firm complexity and customization needs.
G2 Ratings: Ease of Use: 9.4/10 | Setup: 9.4/10 | Support: 9.0/10
"We switched from Salesforce and user adoption increased immediately."
"No training required—advisors figured it out in a day."
"Finally, a CRM our team actually uses."
Common concerns: Fewer customization options, support response times.
G2 Ratings: Ease of Use: 8.5/10 | Setup: 8.6/10 | Support: 8.8/10
"Much more robust than most CRMs at the same price point."
"Industry standard for a reason—integrates with everything."
"The transition went smoothly with excellent support."
Common concerns: Interface feels dated compared to modern alternatives.
G2 Ratings: Product: 8.8/10 | Support: 9.1/10
"Having everything in one place changed how we operate."
"The integration between portfolio accounting and CRM is seamless."
"More than 99% of brokerage assets reconciled before market opens."
Common concerns: Commitment to full ecosystem required, learning curve.
G2 Ratings: Ease of Use: 8.4/10 | Support: 9.0/10
"Combines Salesforce power with a more intuitive advisor interface."
"The onboarding process was exceptional—they understood our challenges."
"Strong focus on business analytics we couldn't get elsewhere."
Common concerns: High price point, still carries some Salesforce complexity.
G2 Ratings: Ease of Use: 7.9/10 | Setup: 7.3/10 | Support: 7.9/10
"Incredibly powerful once properly configured."
"Handles complex business processes we couldn't manage elsewhere."
"AI capabilities are game-changing for scaling advisor capacity."
Common concerns: Implementation timeline, dedicated admin required, costs add up.
✓ You have 1–50 users and relatively straightforward operations
✓ User adoption has been a problem with previous CRMs
✓ You want minimal implementation time and cost
✓ You don't have (or want) a dedicated CRM administrator
✓ You value modern design and mobile experience
✓ Your firm is tech-forward but not enterprise-complex
Real-world fit: Solo practitioners, small-to-mid RIAs, firms switching from spreadsheets or frustrated with complex systems.
✓ You want the industry-standard platform most advisors use
✓ Budget is a significant consideration
✓ You need proven reliability and extensive integrations
✓ You're comfortable with a functional but not flashy interface
✓ You want Redtail Speak for compliant client texting
✓ You may later expand to Orion's full platform
Real-world fit: Established advisory firms of all sizes, budget-conscious practices, firms prioritizing integration breadth over UI polish.
✓ You want one unified platform for portfolio accounting, CRM, planning, and trading
✓ You're committed to consolidating your tech stack
✓ You value seamless data flow between investment and client management
✓ You're a mid-to-large RIA ready for enterprise-level technology
✓ You want access to best-in-class portfolio accounting (#1 market share)
Real-world fit: Growth-oriented RIAs, multi-advisor firms, practices frustrated with disconnected systems, firms where portfolio reporting integration is critical.
✓ You want Salesforce's power without building from scratch
✓ You need pre-built advisor workflows and dashboards
✓ Business analytics and firm-level insights are priorities
✓ You're a growth-focused mid-to-large firm
✓ You want AI capabilities through Practifi Intelligence
✓ You appreciate having a dedicated Client Success Manager
Real-world fit: Mid-sized RIAs scaling rapidly, firms wanting Salesforce ecosystem access, practices prioritizing business intelligence.
✓ You're building for enterprise scale (50+ users)
✓ You need unlimited customization to match complex processes
✓ AI-powered automation (Agentforce) is a strategic priority
✓ You operate across multiple business lines (wealth, banking, insurance)
✓ You need integration with enterprise systems (ERP, core banking)
✓ You have (or can hire) technical resources for administration
✓ You're willing to invest significantly in implementation
Real-world fit: Enterprise wealth management firms, multi-family offices with complex structures, organizations with banking or insurance affiliates, firms planning transformational growth.
One area where platform choices diverge significantly is artificial intelligence.
Salesforce FSC + Agentforce represents the most advanced AI offering:
Practifi Intelligence brings AI into the advisor CRM:
Wealthbox AI offers meeting note automation:
Redtail and Orion are developing AI capabilities but currently lag behind Salesforce-based platforms.
Financial advisors spend only 39% of their time on direct client engagement. The rest goes to administrative tasks that AI can increasingly automate.
With a projected shortfall of 100,000 financial advisors by 2034, firms that leverage AI to scale advisor capacity will have a significant competitive advantage.
Can I start simple and migrate later?
Yes, but plan carefully. Many firms start with Wealthbox or Redtail and migrate to Practifi or FSC as they scale. Data migrates, but workflows and customizations don't transfer—factor in switching costs.
Is Orion just Redtail with extra features?
No. Orion is a comprehensive platform where Redtail CRM is one component alongside portfolio accounting, trading, planning, compliance, and client portals. You can use Redtail standalone or as part of the full Orion ecosystem.
Do I need a Salesforce subscription for Practifi?
No. Practifi subscriptions include Salesforce Platform licenses—you work directly with Practifi for everything.
Which has the best custodian integrations?
All platforms integrate with major custodians (Schwab, Fidelity, Pershing). Orion's advantage is native portfolio accounting integration. Others rely on data feeds from portfolio reporting tools.
Can Salesforce FSC be simple to use?
Yes, with the right implementation partner and thoughtful design. The complexity is optional—well-designed FSC instances can be intuitive while providing enterprise power under the hood.
What about compliance—are all platforms SEC/FINRA compliant?
Yes. All five platforms meet industry compliance requirements including SOC 2 Type II certification, email archiving, and audit trails. Redtail adds compliant texting (Redtail Speak) as a differentiator.
Which platform is best for firms planning rapid growth?
Practifi and Salesforce FSC are designed for scalability. Orion supports growth within its ecosystem. Wealthbox and Redtail can scale but may require migration as firms reach enterprise complexity.
Best value for: Modern simplicity and rapid adoption
Sweet spot: 1–50 users wanting a CRM that "just works"
Best value for: Proven reliability at the best price
Sweet spot: Budget-conscious firms wanting industry-standard functionality
Best value for: Unified platform consolidation
Sweet spot: Firms ready to commit to an integrated tech ecosystem
Best value for: Salesforce power without building from scratch
Sweet spot: Growth-focused mid-sized firms wanting pre-built advisor workflows
Best value for: Enterprise scale and AI-first strategies
Sweet spot: Large firms with complex needs and resources to invest
Evaluating Wealthbox or Redtail? Start free trials—both offer hands-on evaluation periods with no commitment.
Considering Orion? Request a demo to see how the unified platform fits your operations.
Exploring Practifi or Salesforce FSC? These platforms require more consideration. A discovery conversation with an experienced implementation partner helps you understand whether enterprise-grade capabilities justify the investment for your firm's specific needs.
Vantage Point specializes in Salesforce implementations for financial services firms. If you're exploring whether Salesforce Financial Services Cloud or Practifi is right for your organization, book a discovery call to discuss your specific requirements.
Vantage Point specializes in helping financial institutions design and implement client experience transformation programs using Salesforce Financial Services Cloud. Our team combines deep Salesforce expertise with financial services industry knowledge to deliver measurable improvements in client satisfaction, operational efficiency, and business results.
David Cockrum founded Vantage Point after serving as Chief Operating Officer in the financial services industry. His unique blend of operational leadership and technology expertise has enabled Vantage Point's distinctive business-process-first implementation methodology, delivering successful transformations for 150+ financial services firms across 400+ engagements with a 4.71/5.0 client satisfaction rating and 95%+ client retention rate.