The Trusted Adviser What If Your CRM Could Think? Glenn Elliott on AI in Financial Advice
Aug 28, 2025
Glenn Elliott, co-founder of Practifi and founder of Meldus, is a fintech entrepreneur focused on CRM design and AI for advisers. He discusses using open platforms and APIs, agentic AI that analyzes CRM data, and practical automations like meeting transcriptions and task generation. He also warns about closed systems, contrasts RPA with APIs, and outlines how to prototype secure AI tools for advice firms.
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From Consulting Friction To SaaS
- Glenn Elliott built Practifi after repeatedly solving the same fragmented-data problems for advice firms during consulting work.
- He and co-founder Adrian Johnson launched Practifi as a SaaS to centralise client data and workflows for advice businesses.
Design That Questions Processes
- Design ahead: software should question and improve processes rather than only automate existing ones.
- Glenn says technologists must think several steps forward to create elegant, fit-for-purpose tools for advisors.
Make Data Openness Non-Negotiable
- Prioritise open platforms and APIs so your firm controls and can access its own data for AI use.
- Treat data openness (with enterprise security) as the foundation for seizing AI opportunities.