Amplify Technology, the Scottsdale, Arizona-based AI-native RIA growth platform, has rolled out a suite of enhancements aimed at three recurring pain points in advisor workflows: documenting risk tolerance on exception accounts, centralizing rebalancing, and simplifying client access to the Addepar portal.
The update, released in September 2026, allows advisors to record a separate risk tolerance score on individual accounts that deviate from the household profile—what the firm calls exception accounts. Previously, risk tolerance was captured only at the household level. Now, using the same questionnaire templates and scoring logic, advisors can assign a distinct score to an exception account. The Account List view displays each account's risk status, score source, custodian, most recent questionnaire date, and both portfolio and tolerance scores on a single screen.
Churni Bhattacharya, chief product officer, highlighted the compliance rationale. "Every book of business holds accounts that sit outside the household profile for good reason," she said. "Advisors have been left with a household score skewed by the exception, or at risk of not accounting for the exception because it was living in a silo. Neither position would be defensible in a suitability review. Adding risk tolerance at the account level ends that trade-off." The move comes as a 2026 Oxford Risk survey across seven markets—Australia, the UK, France, Spain, Italy, Ireland, and New Zealand—found that 78% of wealth managers expect global spending on suitability technology to rise over the next five years, with about one in six anticipating substantial increases.
Amplify has also consolidated trading functions into a single module. Trade Management now serves as the unified destination for rebalancing, featuring expanded rebalance modes, account filtering, visible target weights, and lower execution drift reserves on equity sales. David Hatfield, chief technology officer, said the change eliminates the need to navigate multiple platform areas. "A rebalance used to require a tour of the platform," he said. "Trade Management is now the single destination for trading activity, so the path from spotting an account to submitting trades all runs in one location. The mode can also match the account rather than the account working around the mode."
The consolidation aligns with Amplify's broader trajectory, including its highest CSAT rating for a TAMP in the 2026 T3/Inside Information Software Survey (8.67) and a shortlist for the InvestmentNews 2026 Excellence Awards in the Most Innovative Use of Wealthtech category.
The third component addresses client access. Previously, advisors had to create a second set of credentials for clients to use the Addepar portal. Now, advisors can send portal invitations directly from Clarity, Amplify's CRM module, allowing clients to log in with their existing Amplify credentials—a true single sign-on experience. Jack Martin, chief marketing officer, framed the release as part of an ongoing refinement cycle. "Experience is made up of a lot of small things, not always one big thing," he said. "We're constantly refining the platform, and this September release reflects a number of important changes we've made to improve that experience." He also hinted at a forthcoming release designed to "redefine the digital onboarding experience."
Amplify, which supports more than 655 advisors and $24.5 billion in assets, has been expanding integrations through 2026. In July, it launched a custody integration with Goldman Sachs Custody Solutions via its Custody Command Layer, targeting large RIAs and enterprise platforms. In August, Brookwood Investment Group, a Phoenix-based RIA that grew from $515 million to over $1.5 billion in two years, selected Amplify to build a unified data platform across its advisor network—a move we covered earlier.
The enhancements come as competitors also push into advisor workflow automation, such as Orion's new trading platform and agentic AI tools from Vanilla, SS&C, and FinTurk. Amplify's focus on suitability and client experience may help it stand out in a crowded field.
