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Comparison · RIAs and wealth managers · Sources checked October 7, 2026

Salesforce Financial Services Cloud vs Practifi vs SS&C Salesforce Elements

All three are wealth management CRMs, and all three run on Salesforce. The real choice is who builds and maintains the wealth management layer on top of the platform: your firm and its partner, Practifi, or SS&C.

Financial Services CloudPractifiSS&C Salentica Elements
See the comparison tableTalk it through with us

Short answer

Financial Services Cloud is Salesforce's own industry product. Your firm, or a partner, configures it. Practifi and SS&C's Salentica Elements are products from other vendors, and both are built on the Salesforce Lightning platform. Each vendor ships its own wealth management configuration and maintains it. Pick the one whose data model, integrations, pricing and support model fit how your firm works.

Same platform, three different products

This point gets lost in a lot of deals, so here it is plainly.

  • Salesforce Financial Services Cloud (FSC) is sold by Salesforce. Salesforce says it is used by wealth management firms, RIAs, broker dealers and investment managers. Firms configure it themselves or with a partner. Salesforce also offers Financial Services Cloud for Advisors, which comes pre-configured, and says its accelerator is suited to RIAs with 25 employees or fewer.
  • Practifi is sold by Practifi. Practifi says it is built on the Salesforce Lightning platform and is purpose-built for RIAs, independent financial advisers and multi-family offices in the US, Canada and Australia. It now offers two products: Sentir, an AI-native CRM, and Naya, a configurable CRM. Practifi says Sentir runs on Salesforce infrastructure but does not use Salesforce AI features such as Agentforce.
  • SS&C Salentica Elements is sold by SS&C. SS&C lists its foundation as the Salesforce Lightning platform, and its AppExchange listing says it installs in your Salesforce org as a managed package. SS&C describes it for RIAs, wealth managers, asset managers and trust fiduciaries. SS&C also sells Engage, a separate CRM built on Microsoft Dynamics 365, and Edge, a managed CRM service on Salesforce.

So the platform underneath is Salesforce in all three cases. What changes is the vendor, the data model you start with, who owns ongoing updates and how you pay.

Comparison table

 Financial Services CloudPractifiSS&C Salentica Elements
VendorSalesforcePractifiSS&C Technologies (SS&C Black Diamond)
Built onSalesforce (Salesforce's own product)Salesforce Lightning platformSalesforce Lightning platform, installed as a managed package
Who the vendor says it's forWealth management firms, RIAs, broker dealers, investment managers, plus banking and insuranceRIAs, independent financial advisers and multi-family officesRIAs, wealth managers, asset managers and trust fiduciaries
Product optionsSales and Service editions at Core, Advanced and Max levels; Financial Services Cloud for AdvisorsSentir (AI-native) and Naya (configurable)Elements; SS&C also offers Edge (managed, on Salesforce) and Engage (Microsoft Dynamics 365)
Pricing model, as publishedPer user per month, billed annually. Listed at $325, $500 and $700 USD for Core, Advanced and MaxPer user per month. Platform access listed from $120Per user per month, listed on its AppExchange pricing tab
ImplementationConfigured by your team or a partner. Salesforce says FSC for Advisors comes pre-configured to cut implementation cost and complexityPractifi says guided implementation is included in every subscriptionSS&C says its CRM teams cover legacy data conversion, implementation, training and customer success
AISalesforce lists the full Agentforce for Industries suite in the Sales Max editionSentir has AI built by Practifi and does not use AgentforceNot covered on the pages we checked
Custodian links the vendor namesSays it connects to custodial and wealthtech platformsNot named on the pages we checkedPre-built integrations with Schwab OpenView Gateway and Fidelity Wealthscape

Every vendor fact above comes from that vendor's own public pages, checked October 7, 2026. Links are in the Sources list below. Prices change, so confirm with each vendor before you budget.

Which fits when

Financial Services Cloud fits when

You want Salesforce's own data model and roadmap with no extra product layer. You have, or will hire, a partner and an admin to configure and run it. You plan to use Agentforce, or you already run other Salesforce clouds and want one vendor relationship.

Practifi fits when

You want a wealth management configuration that the vendor builds and updates for you. You'd rather not keep a Salesforce admin on staff. You like Practifi's approach to AI in Sentir, or the configurability of Naya.

Salentica Elements fits when

You already use SS&C products such as Black Diamond. You want pre-built Schwab and Fidelity custodian links. You want an AppExchange managed package inside a Salesforce org you control.

Questions to ask all three

How are households and entities modeled? Which of our custodians and planning tools connect today? Who owns updates after go-live? What does the total cost look like at our headcount in year three, including licences, implementation and support?

Migration notes

Because all three run on Salesforce, moving between them is a re-model of data and automation on the same platform. It is not a move to a different technology.

  • Practifi to FSC. This can often happen in the same Salesforce org, with both data models side by side during the move. Plan for Practifi's namespaced fields, its processes rebuilt as action plans or flows, and reports that depend on package objects. See our Practifi to FSC migration guide.
  • Salentica Elements to FSC. Map Elements relationships and contacts to FSC households and members, and re-point custodian and portfolio feeds to FSC financial accounts. See our Salentica to FSC migration guide.
  • Moving onto any of the three from Redtail, Junxure or another advisor CRM. Clean up households and duplicates first, decide which system owns each field, and test with real client scenarios before cutover. See all migration paths.
  • Integrations. List every connection before you start: custodians, portfolio management, planning, document signing and marketing tools such as HubSpot. Each one needs to be re-pointed and tested.

FSC, Practifi and Elements questions

Do Practifi and Salentica Elements run on Salesforce?

Yes. Practifi says it is built on the Salesforce Lightning platform. SS&C lists Salesforce Lightning as the foundation for Elements, and its AppExchange listing says Elements installs in a Salesforce org as a managed package. Financial Services Cloud is Salesforce's own product.

What is the main difference between FSC and the other two?

Who builds and maintains the wealth management layer. With Financial Services Cloud, your firm or a partner configures Salesforce's industry data model. With Practifi or Elements, the vendor ships its own wealth management configuration on Salesforce and updates it.

How is each one priced?

All three publish per user, per month pricing. Salesforce lists Financial Services Cloud at $325, $500 and $700 USD per user per month for Core, Advanced and Max, billed annually. Practifi lists platform access from $120 per user per month. SS&C lists Elements pricing on its AppExchange listing. Confirm current prices with each vendor.

Can we move from Practifi to Financial Services Cloud without leaving our Salesforce org?

Often, yes. Many Practifi to FSC moves happen in the same org, with both data models running side by side during the transition. Whether that's right for your firm depends on how much of Practifi you use and how clean the org is today.

Which one suits a small RIA?

Salesforce says its Financial Services Cloud accelerator is suited to RIAs with 25 employees or fewer. Practifi says it is likely more than a solo advisor needs if all they want is a simple contact database. SS&C positions Edge, its managed CRM, for startups and breakaway firms. Compare all three at your real headcount.

Does Vantage Point implement Practifi or Elements?

No. We implement Salesforce Financial Services Cloud and HubSpot. We have audited and optimized Practifi to HubSpot syncs for large RIAs, and we move firms from Practifi and Salentica Elements to Financial Services Cloud when that is the right call.

How Vantage Point helps

Vantage Point implements Salesforce Financial Services Cloud and HubSpot for RIAs and wealth managers, and we have moved firms off Redtail, Junxure, Salentica Elements and Ebix SmartOffice. If you are weighing these three, we'll walk through your households, custodians and headcount and tell you plainly where FSC fits and where it doesn't. See our migration paths and wealth management work.

Sources

Third-party product facts on this page come only from these vendor pages, checked October 7, 2026.

Product names belong to their owners. Vantage Point is not affiliated with Practifi or SS&C. Updated October 7, 2026.