ST. PETERSBURG, Fla., September 05, 2025 — Dynasty Financial Partners, a champion of the independent wealth management movement, today announced the launch of Dynasty Labs, a dedicated innovation arm that applies artificial intelligence (AI) and advanced technology to improve the independent wealth management experience.
Dynasty Labs will serve as the firm’s engine for experimentation, rapid prototyping, and deployment of intelligent tools that enhance advisor productivity, streamline operations, and elevate client engagement – including a virtual assistant designed to orchestrate work across the broader wealth management ecosystem.
Dynasty Labs builds on years of investment in a proprietary data foundation that curates, organizes, and transforms complex information into actionable intelligence.
“Powerful AI experiences start with good, clean data, and our proprietary data lakehouse gives us a unique advantage,” said Leslie Norman, Chief Technology Officer at Dynasty Financial Partners. “It allows us to rapidly deliver generative AI tools that are not only powerful, but context-aware and deeply integrated.”
Dynasty has introduced AI capabilities across its network of more than 500 independent advisors and their teams at 55 RIAs, as well as internally to enhance service and efficiency. A key example is the integration of generative AI into the Dynasty Desktop, Dynasty’s business toolkit for independent financial advisors.
The firm is also introducing “AI super agents” — tools designed to handle complex, multi-system workflows. The initiative is part of a broader push to expand advisor capacity, in the face of a projected shortage of 100,000 advisors over the next decade flagged by Cerulli Associates. According to Ms. Norman, “This will allow advisors to devote more time to the human side of their work, where empathy, intuition and professional judgement truly shine.”
Dynasty Labs plans to continue driving innovation through additional partnerships with leading technology, incubators, and academic institutions, while hiring engineering talent to support expansion.
For Dynasty’s Founder and CEO Shirl Penney, Dynasty Labs is “an extension of our culture of disciplined innovation and proof of our commitment to equipping independent firms with technology that supports growth and builds client trust.”
In a session entitled “AI in the Real World: RIA Use Cases,” Ms. Norman will be speaking at FutureProof Festival – the acclaimed outdoor festival and conference for the wealth-management industry taking place in Huntington Beach, Calif. – on September 9 at 1:10 p.m. PT on the Surf City Stage.