Dynasty Financial Partners, a St. Petersburg, Florida-based leader in independent wealth management, announced on September 4, 2025, the launch of Dynasty Labs, a dedicated innovation arm focused on applying artificial intelligence (AI) and advanced technology to transform the wealth management experience. Dynasty Labs aims to drive experimentation, rapid prototyping, and deployment of AI-powered tools to boost advisor productivity, streamline operations, and elevate client engagement.
Launch: Dynasty Labs, a new AI and technology innovation arm, announced September 4, 2025.
Purpose: Enhance advisor productivity and client engagement through AI-driven tools, including a virtual assistant for complex workflows.
Key Feature: Built on a proprietary data lakehouse for context-aware generative AI integration.
Impact: Supports 500+ advisors across 55 RIAs managing over $110 billion in assets.
Leadership: Leslie Norman, CTO, to present at FutureProof Festival on September 9, 2025, in Huntington Beach, CA.
Stock Context: Not publicly traded; parent company operates as a private entity.
Dynasty Labs leverages Dynasty’s proprietary data foundation, described as a “data lakehouse,” to curate and transform 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. This infrastructure enables rapid deployment of generative AI tools, such as those integrated into the Dynasty Desktop, a business toolkit for independent financial advisors.
Key initiatives include:
AI Super Agents: Tools to handle complex, multi-system workflows, addressing a projected advisor shortage of 100,000 over the next decade (per Cerulli Associates). These agents free advisors to focus on human-centric tasks like empathy and professional judgment.
Generative AI Integration: Already deployed across Dynasty’s network of over 500 advisors at 55 RIAs, enhancing service efficiency and client interactions.
Partnerships: Collaborations with technology providers, incubators, and academic institutions to drive innovation, alongside hiring engineering talent for expansion.
Shirl Penney, Founder and CEO, emphasized, “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.”
Dynasty Labs builds on three years of investment in data infrastructure, led by CTO Leslie Norman, who previously spearheaded technology development at Raymond James. The launch follows Dynasty’s milestone of surpassing $100 billion in platform assets in July 2024, with average AUM per firm at $1.8 billion. The firm’s focus on AI aligns with its 2023 collaboration with MIT Sloan Business School to explore AI use cases, reinforcing its leadership in WealthTech innovation.
On September 9, 2025, Leslie Norman will speak at the FutureProof Festival in Huntington Beach, California, at 1:10 p.m. PT, discussing “AI in the Real World: RIA Use Cases,” highlighting practical applications for independent advisors.
The wealth management industry faces increasing demand for efficiency amid regulatory pressures and a shrinking advisor workforce. Dynasty Labs’ AI-driven tools address these challenges by automating complex workflows and enhancing client experiences, positioning Dynasty to support its network’s growth. The firm’s recent moves, including a strategic collaboration with Goldman Sachs and a minority investment in Abacus Global Management, underscore its commitment to expanding its technological and financial ecosystem.
Dynasty Financial Partners, headquartered in St. Petersburg, Florida, supports over 500 independent advisors across 55 RIAs, managing more than $110 billion in client assets. The firm provides technology-enabled wealth management solutions, investment platforms, and investment banking services, championing the independent advisory movement for high-net-worth and ultra-high-net-worth clients.
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