, Finpace Team
Finpace vs. Marloo: Per Advisor or Per Firm
Two AI tools for advisors that both fill PDFs, built around different jobs and priced in opposite ways. An honest comparison from both companies' own sites.
Marloo launched in the US in August 2026, after a year growing in other markets and a $10 million seed round in April. If you’re an advisor, you’ve probably seen it: AI that takes your meeting notes, writes your advice documents, and fills your PDFs, with a free tier to start.
Finpace also fills your PDFs. So it’s a fair question which one you need, or whether you need both.
Everything about Marloo below comes from marloo.com and marloo.com/pricing, checked October 3, 2026.
What Marloo is
Marloo describes itself as “AI for financial advisors, built around advice.” It starts with the meeting and works outward:
- meeting recordings, notes and summaries
- advice documents: investment policy statements, reviews, proposals
- tasks, email and calendar
- “Ask Marloo” across your whole book
- PDF forms filled from client context
It states SOC 2 Type 2, and you can start free.
| Marloo plan | Price | What it adds |
|---|---|---|
| Starter | Free | Unlimited recordings and summaries, templates, email and calendar integration, tasks |
| Pro | $149 per advisor per month | Ask Marloo, advice documents, autofill PDF forms, presentations, research, custodian data |
| Firm | $299 per advisor per month | Editable client fields, calling, compliance oversight, free CRM migration. Workflows, modelling and a client portal marked “coming soon” |
Support and admin seats are free on every plan.
If your week disappears into meeting write-ups and advice documents, Marloo is built for exactly that, and the free tier makes it easy to try.
What Finpace is
Finpace starts somewhere else: the paperwork that has to be filled in after the advice.
Your client uploads what they already have: a 1040, a statement, a driver’s license. Emma reads it and builds one record for the household. Every form your firm sends then fills from that record: account applications, transfers, beneficiary changes, insurance and annuity paperwork, your own firm forms. Any fillable PDF, mapped once.
Because every page fills from the same record, the details match across the whole packet, and the mismatches behind NIGO rejections never get typed in. The client portal is live, FinpaceSign collects signatures, and the finished details write back to Wealthbox or Redtail.
One gap to be straight about: Finpace’s SOC 2 Type II is in progress, where Marloo’s is in place.
The real difference: what you pay for
Both tools fill PDFs. The bigger difference is how they charge.
Marloo charges per advisor. PDF autofill starts on Pro at $149 a month for each advisor, so five advisors is $745 a month, and ten is $1,490. Support staff ride free, which is generous.
Finpace charges once for the firm. $129 to $1,499 a month plus Enterprise, with unlimited users. The price follows the work Emma does, measured in households a month, not headcount. Adding an advisor or an assistant never changes the bill.
Which one costs less depends on your firm. A practice with one or two advisors and a lot of paperwork per client is a different calculation from a firm with ten advisors who each open a few accounts a month. The pricing page shows how many households a month each plan covers, so you can see where you land.
How to choose
Ask both companies the same four things:
- Fill my hardest form, live. Bring a custodian packet your team dreads, not a sample.
- Where did each value come from? Point at a field. A meeting note, a document, or a guess?
- What will my whole team cost next year? Including the advisors you plan to hire.
- What is certified today, and what is coming soon? Get it in writing. Ours is above.
If what’s eating your week is the meeting and the advice that follows it, look hard at Marloo. If it’s the paperwork, Emma does that, and only that. Plenty of firms will end up using both.
Want the side-by-side version? See the Marloo alternative page. Comparing more tools? See every comparison.
Common questions
Is Finpace an alternative to Marloo? For the paperwork, yes. Marloo is built around advice: meeting notes, advice documents, tasks and email, with PDF autofill on its Pro plan. Finpace is built around the paperwork: it reads the documents your client already has, builds one household record, and fills every form your firm uses from it, custodian packets included.
How much does Marloo cost? Marloo’s pricing page lists Starter free, Pro at $149 per advisor a month and Firm at $299 per advisor a month, with support seats free (checked October 3, 2026). PDF autofill starts on Pro.
How much does Finpace cost? Finpace charges one price for the firm: $129 to $1,499 a month, plus Enterprise priced per firm, with unlimited users and unlimited clients on every plan. What you pay follows the work Emma does, not how many people use it.
Does Marloo have a client portal? Marloo’s pricing page lists a client portal as coming soon on its Firm plan. Finpace’s client portal is live: clients sign in with a code sent to their email, upload documents and fix their own details.
Can I use Marloo and Finpace together? Yes. A firm can use Marloo for meeting notes and advice documents and Finpace for the paperwork that follows: the client’s documents in, every form filled, the CRM updated.