Osaic Chief Executive Jamie Price disclosed that two artificial intelligence tools deployed to the firm's network of nearly 11,000 advisors and broker-dealers have achieved the fastest adoption rate in the company's history. Speaking at the 2026 NXT conference in Boston, Price noted that the independent advisory channel, traditionally slow to embrace new technology, has rapidly integrated Jump, a financial planning AI, and Zocks, an AI workflow automation platform, since their launch in early 2025.
“Independent advisors are very independent; they will decide what they are going to use and at their own pace,” Price told InvestmentNews. “When you launch a tool in the independent space, the takeup rate can be very slow—it can take two to three years to get a penetration rate where word of mouth drives adoption to 60 or 70 percent.” However, Jump and Zocks defied that pattern, achieving roughly 30% adoption within the first year. “I have only been here 10 years and have not seen anything like that,” Price added.
The rapid uptake comes amid broader industry caution around AI. The latest Advisor Wealthtech Survey from Orion, released earlier this year, found that while about three-quarters of advisory firms use AI in some capacity, only 6% have adopted agentic workflows and just 5% have implemented cross-system AI integration. Nonetheless, over half of respondents said AI and automation will have the biggest impact on firm success in 2026 and beyond.
Price emphasized that cultural readiness, not technological superiority, will determine long-term success. “The big differentiator is not being first; it’s going to be a fast follower and, more importantly, have you culturally got all your employees and all your advisors comfortable with using AI?” he said. “How do you create a workforce that is totally empowered by it, understands it, knows how to use it? Because adoption rate, in the end, will be the game.”
Osaic has established an AI governance model to navigate regulatory and legal risks. “That’s the first thing all companies have to do, particularly in a regulated industry,” Price explained. “If you don’t have that, you’re going to end up litigating every tool and capability every time you decide to use something, and you’re slowed down dramatically.” The framework allows the firm to move quickly once a tool is approved.
To drive adoption, Osaic is building a comprehensive training program for employees and advisors. Price noted that many advisors are already early adopters of AI in their personal lives and can serve as peer trainers. The firm is also leveraging AI capabilities developed by partners such as Bank of New York Pershing, Fidelity, and Envestnet. “We find ourselves not only partners with them, but now being able to leverage capabilities they are sifting through and putting on their tools,” Price said.
Other wealth management firms are pursuing similar AI strategies. Franklin Templeton has launched internal hackathons and AI champion programs, while Raymond James is using focus groups to roll out Rai, its new AI operations agent. Osaic’s approach, however, highlights the importance of speed and culture in a competitive landscape where Zocks continues to expand its agentic AI offerings for advisors.
Price’s comments underscore a broader shift: as AI tools proliferate, the firms that succeed will be those that embed them into daily workflows and foster a culture of experimentation. “All these tools are going to change so fast,” he said. “Adoption rate, in the end, will be the game.”
