About
Built by advisors, for advisors.
PlaniFi wasn’t designed in a product workshop. It was built inside Advo(k)ate Advisors, a retirement plan advisory firm, to make its own practice more efficient and effective while serving its 401(k) and 403(b) clients.
Annual reviews were being assembled by hand from scattered email replies — so the process got automated. Participant questions were arriving one at a time by phone or email, mostly the same eight questions — so another way to answer them was built. Enrollment materials were rebuilt from scratch every season — so they were standardized and automated instead. Plan provisions lived in a spreadsheet only one person fully understood — so everything moved into one system, accessible to the whole team.
Each piece was built because it made the practice run better, for real clients, on real deadlines.
What accumulated was a system that made the practice more efficient at every level, from the smallest task to the whole review cycle. Other advisory firms started asking if they could use it too.
Why that matters to you
Most software for retirement plan advisors is built by people who have never had to produce a fiduciary file at short notice, chase a TPA for a loan policy, or explain a match formula to a shift worker. PlaniFi was built by people who’ve had to do exactly that.
The difference shows up in the small places: a bundled plan never gets asked for TPA responses it can’t provide. Last year’s questionnaire answers are already there, waiting to be confirmed. The participant assistant knows exactly when to hand off to your support desk instead of guessing.
Advo(k)ate still runs its practice on PlaniFi, every day. When something’s broken for you, it’s usually broken for them too — and it gets fixed, because they are using it just as much as you are.
The arrangement
Your practice stays yours.
PlaniFi is the software underneath your firm. Your clients are your clients, your data is isolated from every other firm on the platform, and everything a participant or committee sees carries your branding. We are not in the room with your clients, and we do not want to be.
Talk to us about your practice.
The demo is a conversation about how your firm works, not a slide deck.