Advisor Tech is Solving the Wrong Problem: Churni Bhattacharya @ Amplify

Most advisor technology isn’t broken because it lacks features.It’s broken because it’s solving the wrong problem.In this episode of AI for Advisors, Mark Heynen and James Cantwell sit down with Churni Bhattacharya, Chief Product Officer at Amplify, to unpack why so much wealthtech fails to deliver real impact—and how AI is forcing a rethink of how advisor platforms should actually be built.Instead of chasing more tools, Churni makes the case for experience-first design, where the goal isn’t adding functionality, but removing friction across the advisor workflow.The conversation goes deep on:why advisors default to tools instead of outcomeshow growth creates hidden operational complexitywhy “all-in-one” platforms often fail in practiceand why AI will only work if the underlying system is designed correctlyIf you’re evaluating your tech stack—or thinking about how AI fits into your firm—this episode will challenge your assumptions.Takeaways:Most wealthtech is feature-driven, not outcome-drivenFirms adopt tools to solve narrow problems, but end up increasing complexity across the system.Growth breaks systems faster than technology can fix themAs firms scale, hidden inefficiencies compound—AI can’t fix broken workflows.“All-in-one” platforms often fail because they ignore real user behaviorAdvisors don’t operate in clean, linear workflows—platforms need to reflect reality.AI is not a solution—it’s an amplifierIf your process is good, AI makes it better. If it’s broken, AI makes it worse faster.The future is experience-first, not tool-firstWinning platforms will design around how advisors actually work—not how software is structured.Chapters:00:00 — Intro & setupMark and James introduce Churni and frame the core problem in advisor tech.04:30 — Why advisor tech feels fragmentedHow the industry ended up with tool sprawl instead of cohesive systems.10:15 — The “wrong problem” in wealthtechWhy most platforms optimize for features instead of outcomes.17:40 — Growth creates operational chaosWhat actually breaks inside firms as they scale.24:10 — The myth of the all-in-one platformWhy consolidation doesn’t always solve complexity.31:30 — Where AI fits (and where it doesn’t)Why AI won’t fix bad systems—and what it can do.38:20 — Designing for real advisor workflowsWhat an experience-first platform actually looks like.45:00 — Final thoughts & future outlookWhere wealthtech and AI are headed next.