Most advisor technology isn’t broken because it lacks features.
It’s broken because it’s solving the wrong problem.

In this episode of AI for Advisors, Mark Heynen and James Cantwell sit down with Churni Bhattacharya, Chief Product Officer at Amplify, to unpack why so much wealthtech fails to deliver real impact—and how AI is forcing a rethink of how advisor platforms should actually be built.

Instead of chasing more tools, Churni makes the case for experience-first design, where the goal isn’t adding functionality, but removing friction across the advisor workflow.

The conversation goes deep on:

why advisors default to tools instead of outcomes
how growth creates hidden operational complexity
why “all-in-one” platforms often fail in practice
and why AI will only work if the underlying system is designed correctly

If you’re evaluating your tech stack—or thinking about how AI fits into your firm—this episode will challenge your assumptions.

Takeaways:

Most wealthtech is feature-driven, not outcome-driven
Firms adopt tools to solve narrow problems, but end up increasing complexity across the system.
Growth breaks systems faster than technology can fix them
As firms scale, hidden inefficiencies compound—AI can’t fix broken workflows.
“All-in-one” platforms often fail because they ignore real user behavior
Advisors don’t operate in clean, linear workflows—platforms need to reflect reality.
AI is not a solution—it’s an amplifier
If your process is good, AI makes it better. If it’s broken, AI makes it worse faster.
The future is experience-first, not tool-first
Winning platforms will design around how advisors actually work—not how software is structured.

Chapters:

00:00 — Intro & setup
Mark and James introduce Churni and frame the core problem in advisor tech.

04:30 — Why advisor tech feels fragmented
How the industry ended up with tool sprawl instead of cohesive systems.

10:15 — The “wrong problem” in wealthtech
Why most platforms optimize for features instead of outcomes.

17:40 — Growth creates operational chaos
What actually breaks inside firms as they scale.

24:10 — The myth of the all-in-one platform
Why consolidation doesn’t always solve complexity.

31:30 — Where AI fits (and where it doesn’t)
Why AI won’t fix bad systems—and what it can do.

38:20 — Designing for real advisor workflows
What an experience-first platform actually looks like.

45:00 — Final thoughts & future outlook
Where wealthtech and AI are headed next.