at Financial Technnology Year
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Finity from Lead Pilot (now Finity)
Digital marketing platform for financial advisors with content curation, email automation, lead capture, and social media integration. Includes compliance-approved content library, landing pages, and campaign analytics specifically designed for advisor marketing needs.
More about Lead Pilot (now Finity)
Product analysis by function
Marketing Automation Systems for Business Development and Marketing
Platforms that enable targeted digital marketing campaigns, drip email programs, content distribution, and lead nurturing for prospective clients with compliance-approved materials.
More Marketing Automation Systems
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Lead Management
(8 Yes /8 Known /11 Possible features)
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Lead Capture Forms Customizable web forms to capture lead information directly into the system. |
Finity offers customizable lead capture forms as part of its landing page and lead generation tools. | |
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Lead Scoring Assigns scores to leads based on engagement or quality criteria. |
Lead scoring is available, with Finity highlighting lead qualification for advisors. | |
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Lead Segmentation Ability to group leads for targeted communications based on attributes and behaviors. |
Finity offers segmentation based on lead behavior and attributes for targeted campaigns. | |
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Automated Lead Assignment Automatically routes leads to appropriate sales or advisory staff. |
Lead assignment tools, such as automatic routing, described in marketing platform solution. | |
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Duplicate Detection Identifies and manages duplicate lead entries. |
No information available | |
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Lead Enrichment Automatically adds supplemental data to lead profiles (e.g., financial background, demographics). |
No information available | |
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Import/Export Leads Bulk import and export of lead data in various formats (CSV, Excel, etc). |
Import/export of leads is standard in marketing platforms; documented in Finity's onboarding and CSV import support. | |
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Number of Leads Supported Maximum volume of leads the system can manage. |
No information available | |
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Real-Time Lead Notifications Instant alerts when new leads are captured. |
Described as real-time email/SMS/in-app notification when a new lead is captured. | |
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Lead Source Tracking Tracks where and how a lead originated. |
Lead source tracking is included as Finity tracks campaign sources and web forms. | |
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Custom Lead Fields Ability to define custom data fields for unique attributes. |
Finity enables firms to add custom lead fields for unique data capture needs. |
Campaign Management
(10 Yes /10 Known /12 Possible features)
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Multi-Channel Campaigns Support for email, SMS, social media, and other channels. |
Supports multi-channel: email, landing pages, and social posting. | |
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Personalization/Tokenization Dynamic insertion of personal or firm-specific info into campaign content. |
Personalization via dynamic tokens is noted for email/campaign distribution. | |
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Template Library Ready-made templates for common campaign types. |
Finity provides a template library for campaigns, emails, and landing pages. | |
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A/B Testing Ability to test multiple variations of campaign elements. |
No information available | |
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Campaign Scheduling Plan and schedule in advance when campaigns are delivered. |
Campaign scheduling is clearly supported in marketing automation platforms like Finity. | |
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Drip Campaign Automation Automated delivery of campaign sequences based on time or user actions. |
Drip campaign automation is a core feature and highlighted in Finity’s solution. | |
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Event-Based Triggers Launch or alter campaigns based on client behaviors (e.g., website visit). |
Supports event-based triggers, e.g. client actions activating campaigns. | |
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Contact List Management Organize and maintain campaign recipient lists. |
Offers contact and list management for campaign organization. | |
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Campaign Performance Analytics Detailed reporting on campaign results and engagement. |
Campaign analytics and performance tracking is promoted as a key feature. | |
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Unsubscribe/List Hygiene Tools Managing opt-outs and keeping the email list current. |
Email unsubscribe and list hygiene tools are included per compliance requirements. | |
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Number of Concurrent Campaigns Maximum campaigns that can run simultaneously. |
No information available | |
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Approval Workflows Campaign content and flow requires approval from designated team members or compliance. |
Approval workflows are referenced for campaign and content compliance. |
Email Marketing
(7 Yes /7 Known /10 Possible features)
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Rich Email Editor Drag-and-drop or WYSIWYG editor for email creation. |
Rich WYSIWYG email editor is documented in product resources. | |
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Responsive Email Design Templates and previews optimized for mobile and desktop. |
Responsive email design and preview for mobile/desktop is included. | |
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Deliverability Tools Built-in checks to maximize inbox placement and sender reputation. |
Deliverability tools are built-in, as referenced by inbox placement optimisation. | |
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Bounce Management Automatic handling of hard/soft bounces and removal from future sends. |
Handles bounces automatically per email marketing standards. | |
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Open/Click Tracking Monitor who opens or clicks emails. |
Open/click tracking reported as part of email analytics. | |
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Email Throttling Controls volume/rate of outbound emails to avoid spam filters. |
No information available | |
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SPF/DKIM/DMARC Authentication Supports modern email authentication standards. |
No information available | |
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Dynamic Content Blocks Conditional display of email sections based on user data. |
Dynamic content blocks supported for personalized email sections. | |
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Send Time Optimization Automatic selection of optimal send times for highest engagement. |
No information available | |
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Email Previews Preview how email appears across devices and clients. |
Email previews available for mobile/desktop as per product screenshots. |
Workflow & Automation
(3 Yes /3 Known /9 Possible features)
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Workflow Builder Visual design tool to create and modify automations and sequences. |
Workflow builder described as visual automation builder for campaign logic. | |
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Conditional Logic Branch automations based on user actions, profile data, or events. |
Conditional logic in automations/workflows is documented in Finity resources. | |
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Task Assignment Automatically assigns follow-ups or next actions to team members. |
No information available | |
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Internal Notifications Triggers for staff via email, SMS, or in-app alerts. |
Internal notifications for activity, leads, and workflow events shown in features. | |
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External Triggers Initiate automations based on events in other apps (via integration). |
No information available | |
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Delay and Wait Steps Ability to specify time delays or wait for completion before advancing. |
No information available | |
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Re-usable Workflow Templates Pre-built automation flows for common use cases (e.g., onboarding). |
No information available | |
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Error Handling Options to manage failures in automations (e.g., fallback steps). |
No information available | |
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Workflow Reporting Analytics to monitor and optimize automation effectiveness. |
No information available |
Integration Capabilities
(5 Yes /5 Known /8 Possible features)
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CRM Integration Native or API connections to customer relationship management platforms. |
Integration with major CRM platforms (e.g. Redtail, Salesforce) publicized on vendor site. | |
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Calendar Integration Integration with calendaring tools such as Outlook or Google Calendar. |
Calendar integrations available for meeting scheduling; referenced in resources. | |
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Custodian/Portfolio Platform Integration Direct connection to financial data or portfolio management systems. |
No information available | |
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Contact Synchronization Two-way sync with contact books or directories. |
No information available | |
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API Availability Public or partner APIs to support customization and other integrations. |
API is available for integration/customization, per developer documentation. | |
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Webhooks Real-time event-driven integrations with external systems. |
Webhooks are supported for real-time event integration. | |
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Zapier/Connector Support Works with integration platforms for non-technical automation. |
Zapier/connector support shown in integration partners list. | |
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Number of Supported Integrations Quantity of third-party tools with available native integrations. |
No information available |
Compliance & Security
(6 Yes /6 Known /9 Possible features)
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FINRA/SEC/GDPR Compliance Tools Support for major financial and privacy regulations (logging, archiving, disclosures). |
FINRA/SEC/GDPR compliance tools are a selling point on website and datasheets. | |
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Role-Based Access Controls Granular controls for user access to features and data. |
Role-based access controls are described for admin, user, and compliance roles. | |
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Audit Trail Comprehensive log of all changes and user actions. |
Audit trails provided for all changes and actions, a compliance requirement. | |
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Data Encryption Encryption in transit and at rest for all sensitive data. |
Data encryption in transit and at rest is covered in platform security statements. | |
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User Authentication Multi-factor authentication and secure login options. |
Two-factor authentication and other secure login options are available. | |
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Data Retention Policies Controls over how long data is stored or archived. |
No information available | |
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Secure Data Export Options for encrypted download of client or marketing data. |
No information available | |
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Consent Management Tools to track and manage user marketing preferences and consent. |
Consent management/compliance tools required for digital marketing per industry standards. | |
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Anonymization/Pseudonymization Tools Ability to depersonalize data when required for compliance. |
No information available |
Analytics & Reporting
(6 Yes /6 Known /9 Possible features)
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Customizable Dashboards User-defined dashboards for quick overview of KPIs. |
Offers customizable dashboards for users to view KPIs and analytics. | |
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Real-Time Analytics Live reporting on activities, leads, and campaigns. |
Real-time analytics of campaigns and leads described in promotional materials. | |
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Attribution Reporting Tracks which touchpoints drive conversions. |
Attribution reporting supported; shows which touchpoints create conversions. | |
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Funnel Analysis Visualizes where leads drop off and progress through stages. |
No information available | |
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ROI Calculation Shows financial return for each campaign and channel. |
ROI reporting for campaigns and channels is available. | |
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Scheduled Report Delivery Automated distribution of reports to stakeholders. |
Scheduled report delivery is supported for stakeholders and users. | |
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Exportable Reports Downloadable in common formats (PDF, CSV, XLS). |
Reports can be exported in common formats like PDF and CSV. | |
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Custom Report Builder Flexible creator for ad hoc or bespoke reports. |
No information available | |
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Number of Standard Reports Quantity of built-in, ready-to-use reports. |
No information available |
Client Engagement Tracking
(2 Yes /2 Known /7 Possible features)
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Interaction History Chronological log of all communications and meetings. |
Tracks communication and meeting history per client. | |
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Website Activity Tracking Tracks prospect/client visits and behaviors on firm sites. |
Website activity tracking is enabled via landing pages and tracking pixels. | |
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Event Attendance Tracking Monitors registration and participation in webinars, seminars, etc. |
No information available | |
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Survey/Feedback Tools Collects client satisfaction or NPS scores. |
No information available | |
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Document Engagement Analytics Tracks when client-facing documents are opened or read. |
No information available | |
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Communication Frequency Analytics Monitors how often clients are contacted. |
No information available | |
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Time to Initial Response Average response time from lead inquiry to first contact. |
No information available |
Content Management
(4 Yes /4 Known /7 Possible features)
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Content Library Central repository for marketing collateral, templates, disclosures, etc. |
Content library, especially compliance-approved for advisors, is a highlighted feature. | |
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Version Control Tracks changes and access to documents over time. |
No information available | |
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Approval Workflows Content must be reviewed/approved before use. |
Content approval workflows for compliance/detailing are described. | |
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Search and Tagging Quickly locate and filter content by tags, categories, keywords. |
Search and tagging for content library management indicated in documentation. | |
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Personalized Content Distribution Delivers specific content to target segments or individuals. |
Personalized content distribution based on list segmentation and attributes. | |
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Integration with Client Portals Ability to publish or share content directly to portals. |
No information available | |
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Content Expiry/Retention Settings Automatic management and archiving of outdated content. |
No information available |
User Experience & Accessibility
(4 Yes /4 Known /7 Possible features)
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Mobile App Availability Is there a native mobile application for advisers and/or clients? |
Native mobile web app is available, but unclear if native app in stores. | |
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Browser Compatibility Works on all major browsers without loss of functionality. |
Fully browser based; functions on all major browsers. | |
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Customizable User Interface Users can adapt layout, dashboards, and key settings. |
UI customization (dashboards, layouts, etc.) indicated in product features. | |
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Accessibility Compliance Supports standards for screen readers and accessible navigation. |
No information available | |
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Multi-Language Support User interface and communications available in various languages. |
No information available | |
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User Training Resources Guides, videos, or embedded help for staff onboarding. |
User training resources, including tutorials and onboarding support, are available. | |
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System Uptime Average percentage of time system is available during a year. |
No information available |
Scalability & Performance
(4 Yes /4 Known /7 Possible features)
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Concurrent User Capacity Maximum number of users that can be active at the same time. |
No information available | |
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Bulk Data Handling Support for large lists, imports, and batch campaign actions. |
Handles bulk lists and batch campaign actions as per large-scale campaign requirements. | |
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Cloud Hosting Is the platform hosted in a scalable cloud environment? |
Platform is hosted in a scalable cloud environment (AWS noted in docs). | |
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Performance SLAs Documented guarantees on speed and reliability. |
Performance SLAs are mentioned in enterprise agreements. | |
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Auto-Scaling Infrastructure System can dynamically expand resources based on usage. |
Auto-scaling infrastructure described as part of underlying cloud scalability. | |
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Data Storage Limit Maximum size of data that can be stored. |
No information available | |
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API Call Rate Limit Maximum API calls supported per second/minute. |
No information available |
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