Faybl, an AI-powered platform built for financial advisers and wealth managers, has announced its expansion into the United States following strong adoption in Australia. The company says its technology has helped Australian advisory firms significantly improve efficiency, with some clients reporting productivity gains of up to 70 percent.
To support its entry into the US market, Faybl is inviting Registered Investment Advisers (RIAs) to participate in an early adopter program. Through this initiative, selected firms will gain early access to Version 2 of Faybl’s agentic AI platform before its wider release, which is expected in the second quarter of 2026. The new version is already being tested by a small group of Australian clients, and the company notes that its user base there has grown by around 50 percent over the past three months.
Alongside its US expansion, Faybl has appointed Anthony Lipp, the former Global Head of Strategy for Banking and Financial Markets at IBM, as an adviser. Lipp will help guide the company’s growth strategy and market entry efforts in the United States as Faybl aims to scale its platform across the region.
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The expansion comes at a time when the US financial advice industry is facing increasing demand while dealing with limited human capacity. More than 16,000 SEC-registered investment advisers currently oversee over $120 trillion in regulatory assets under management, yet only about one-third of Americans work with a financial adviser. Many advisory firms are struggling to keep up with growing client expectations while also managing complex compliance and administrative requirements.
In Faybl’s earlier pilot program conducted with EY Australia, advisory teams were found to spend between 12 and 17 weeks moving a new client from the initial meeting to full implementation of financial advice. Much of this time was spent on compliance documentation, risk assessments, and preparing Statements of Advice, which are essential but time-consuming parts of the advisory process.
Testing of Faybl’s first platform version revealed that advisers using the system were able to reclaim an average of 28 percent of their time across the client journey. This equates to roughly 1.4 days per week, while the most active users reported time savings of up to 72 percent, or about 3.6 days per week.
Steven Goh, co-founder of Faybl, said the US market is reaching a critical moment where advisers need smarter technology to keep pace with the growing complexity of financial services. According to Goh, advisers are under pressure to deliver more personalized advice faster while navigating evolving regulations, product choices, and client expectations.
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He explained that the company’s platform is designed to function as a true AI general agent rather than a simple productivity tool. Instead of focusing on isolated tasks such as meeting transcription or note-taking, the system works across the entire advice journey, helping advisers manage everything from client onboarding and data collection to modelling, compliance documentation, and final implementation.
Faybl was founded by George Lucas and Steven Goh, both well-known figures in Australia’s digital finance sector. Lucas previously founded Raiz Invest, a digital investment platform that now serves more than 330,000 retail investors and manages around AUD $1.8 billion in funds under management. Goh founded Sanford Securities, one of Australia’s earliest online stockbroking firms.
The company is currently showcasing its technology at the Future Proof 2026 conference in Miami, where the team is offering live demonstrations of the platform and meeting with US advisory firms interested in participating in the pilot program. Through this initiative, Faybl hopes to collaborate with early adopters to refine US-specific capabilities, including regulatory integrations and workflow automation tailored to the American financial advice market.
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With demand for personalized financial advice continuing to grow, Faybl believes AI-driven platforms will play a critical role in helping advisers scale their services while maintaining high levels of compliance and client engagement. The company’s US expansion marks a significant step in its mission to transform how financial advice is delivered through intelligent automation.
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