HeirWealth and rubica Partner to Deliver Whole-of-Wealth Data to AI-First Financial Firms

Financial planning and accounting firms in Australia and the UK can now access a consolidated view of client wealth directly within their CRM systems following a strategic partnership between HeirWealth and rubica. The integration automates the aggregation of over 45 asset types, removing manual data entry hurdles that currently obstruct AI adoption in advice workflows.

What was announced

The partnership positions HeirWealth as the primary aggregation layer within the rubica platform, a system designed for financial planning and accounting firms across Australia and the UK. By leveraging HeirWealth’s public endpoints, rubica can automatically create family groups and entities, linking them to live data feeds without redundant setup. This integration addresses a significant pain point for advice firms: the fragmentation of data across trusts, companies, and Self-Managed Super Funds (SMSFs).

The system aggregates more than 45 asset types, including cash, open banking data, property valuations, structured products, and private market assets. This data is fed directly into rubica’s Salesforce-based environment, allowing users to draw balances and asset allocations for advice workflows and client conversations. Beyond simple aggregation, firms can activate detailed performance analytics, which split total returns into capital, income, and currency components. Returns can be further summarised by sector, portfolio, or the entire household group.

Both platforms are designed with an "AI-first" architecture. rubica’s MCP-ready API suite allows firms to interact with the CRM via AI assistants like Claude, ChatGPT, or Microsoft Copilot. Similarly, HeirWealth’s Model Context Protocol (MCP) server enables authorised users to interrogate consolidated client data for balance sheet analysis and portfolio insights. To ensure accuracy and security, HeirWealth’s engine performs all financial calculations before data reaches an AI assistant, and the platform maintains ISO 27001 certification with data hosted in Australia.

"rubica was built inside an accounting and advice firm, on a simple idea: clients should only have to tell their story once, to us and to the trusted professionals around them. The next stage of CRM and AI isn't recording what's already happened, it's anticipating what a client needs next. That only works with complete, live data. We'd rather plug into the best infrastructure than rebuild it, and HeirWealth is becoming an essential data layer for the modern advice stack. Transactions, balances and holdings across every trust, company and SMSF now arrive in rubica without anyone keying them in. Our team and our agents can spot a large deposit, cash running down or an investment maturing, see when the accountant, adviser or lender should be part of the conversation, and act before the client has to ask."

Patrick Gardner, Head of Product & Development, rubica.

The companies involved

HeirWealth is a wealth tech provider that focuses on providing a comprehensive aggregation layer for the financial services industry. Led by CEO Ray Tubman, the company provides tools that allow families and their professional advisers to track a wide variety of assets, from traditional bank accounts to complex private market investments. The platform is designed to sit above existing financial systems, pulling disparate data into a single, consolidated view that can be used for reporting and analysis.

rubica operates as a specialized CRM and operations platform tailored specifically for the financial planning and accounting sectors. Built on the Salesforce Financial Services Cloud and utilizing Workato for integration and automation, the platform serves as a system of record for client relationships and compliance. By integrating role-based agents and an API-first architecture, rubica aims to streamline the workflows of advice firms in the Australian and UK markets. The company’s approach emphasizes a "tell us once" philosophy, ensuring that client data flows between the various professionals—such as accountants and advisers—who manage a family’s financial affairs.

What FF News has reported before

FF News has previously followed HeirWealth’s efforts to integrate advanced technology into the wealth management space. In July 2026, the publication reported on how HeirWealth Launches MCP Server to Enable AI-Powered Wealth Data Interrogation, a move that laid the groundwork for the AI-driven capabilities featured in the rubica partnership. Additionally, in late 2024, FF News covered a key leadership move when HeirWealth Engages Leading Financial Services Specialist Michael Csavas to Enhance Platform for Accountants and Financial Advisers. This appointment was part of the company's broader strategy to refine its platform for professional users, ensuring the data layer met the specific compliance and operational needs of the accounting and advice sectors.

What this means

This partnership highlights a critical shift in the wealth tech stack: the transition from static CRMs to active, data-rich ecosystems. For years, the "holy grail" of financial advice has been a truly holistic view of client wealth, yet fragmentation across private markets and complex trust structures has kept this out of reach. By solving the rekeying problem, HeirWealth and rubica are putting pressure on legacy CRM providers who lack deep, automated aggregation capabilities. The industry is moving toward a reality where the value of an adviser is no longer in data collection, but in the proactive analysis that only clean, live data can fuel. This move also sets a high bar for AI implementation, proving that "AI-ready" must mean "data-integrated."