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For financial planning and accounting firms
Your whole business on one platform, with agents on the team.
Rubica is the CRM and operations platform for financial planning and accounting firms, covering workflow, client engagement, compliance, billing and reporting, with agents for each role working alongside your team.
Built on 
and 
Headless and agent-ready
and
Headless and agent-ready
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{{tourMore}}See the whole platform →
Financial planning, accounting, lending and legal teams across Australia and the UK run on rubica
Every firm is solving the same problems, separately and expensively.
Rubica solves them once, for every firm. Your team then makes it yours: workflows, forms, templates and documents.
01One CRM per division.Nobody sees the whole household, so clients repeat themselves.
02Band-aids, not foundations.Every gap gets a quick fix, and the quick fixes become the system.
03Out of the box, until it isn’t.Every change means a Power Automate flow, a project or a quote.
04Compliance at the end.Registers and audit trails rebuilt by hand before every audit.
05AI tools moonlighting as CRMs.Note-takers and AI “operating systems” each keep their own copy of the client, and still lean on your CRM to know who anyone is.
06Enterprise CRM, assembly required.The licences are only the start. Then come the add-ons, the implementation partner and a sales rep paid on what you buy next.
Yours to influence
Built alongside the people who rely on it.
Every firm runs on the same rails, and every firm shapes them. We have a direct line to each firm’s team, and some of the best ideas started as a quick message. A first version goes to a small group quickly, then we test it and keep improving it together. The best ideas become part of rubica for everyone.
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What should we build with you?Every firm gets a direct line to the team that builds rubica.
Book a demo
What firms replace
Built in where it should be. Plugged in where it’s better.
When the all-in-one system can’t do something, firms buy another add-on, each with its own login and its own copy of the client. Rubica builds in the everyday jobs, so the tools you keep are the ones worth paying for, and they all work off the same record.
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Built in · one platform, not ten add-ons
Plugs in
Click a logo to see other tools in the same category.
Add-onRole-based agentsParaplanner, client services, compliance officer and operations manager agents that work the same record, with your team checking their work.
Using something else? If it has an API or sends webhooks, it connects. Workato reaches 17,000+ apps, APIs, databases, files and MCP servers.
Built in · one platform, not ten add-ons
Add-onRole-based agents
Plugs in
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Using something else? If it has an API or sends webhooks, it connects. Workato reaches 17,000+ apps, APIs, databases, files and MCP servers.We’ll work out with you which tools are worth keeping and how they fit. That might mean moving e-sign to Annature, or modelling out of the all-in-one system and into RetireMap.
Who it's for
For firms with bigger plans than their systems allow.
When the foundations are solid and shape to how you work, the simple problems are solved and the next step becomes clear. Here’s what that looks like for your firm, and for each person in it.
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Whitfield household · open work across divisions
AccountingTax return 2026Records in
Financial planningAnnual reviewParaplanning
LendingRefinance, referred by the adviserNew referral
LegalWills and powers of attorneyDrafting
SiteLarkfield MelbourneNext business joins as a site
Divisions
Advice
Kew podHawthorn pod
Accounting
Kew podHawthorn pod
Divisions
Made for multi‑disciplinary teams.
One architecture across divisions, sites, teams and regions. Clients tell their story once, and referring in-house is never harder than referring out.
Standing on the shoulders of giants
Salesforce keeps the record. Workato orchestrates. Rubica runs the work.
Agents are only as good as what they can see. Salesforce holds every client, entity and account. Workato joins it to the rest of your tools. Rubica turns both into workflows your team and its agents run every day. That lets a team of eight spend its time on how firms work, not on infrastructure.
One agreement. Salesforce and Workato licensing is managed by rubica, with no separate contracts. You get your own environment and you own your data.
rubica · System of workWorkflows, agents and your team, on one platform built for advice and accounting firms.
Workato · Orchestration Embedded partnerConnects 17,000+ apps, APIs, databases, files and MCP servers, so nothing sits in a silo.Salesforce · System of record OSP partnerFinancial Services Cloud: every client, entity and account, with bank-grade security and audit trails.Client engagement
Meet clients where they are, securely.
Proposals, forms, document requests, secure files and presentations arrive as a secure, branded link in the email or text they already read. No portal to log in to, and no island for your team: everything flows straight back to the household.
How an accepted proposal becomes the job, the invoice and the payment →
Workflow builder
Describe your process. Watch it get built.
Type it in plain English or drop in the procedure document you already have. Rubica drafts the stages, who owns each one, what happens automatically and the checklist, and nothing goes live until your team approves it.
Example output, simulated in your browser. Stage actions shown are ones the builder runs today, from tasks, emails and e-signature to raising the invoice. The API view shows the request our Workflow Build API takes: Claude, ChatGPT, Copilot or a rubica agent can send it, and the template appears in rubica like any other.
Role-based agents
Always-on agents for the roles that carry the groundwork.
Each agent is a team member with a role. You decide what it’s allowed to do, from everything it can do, and it hands back to a person to sign off.
- SOAs, RoAs and strategy papers from the household and the RetireMap or Voyant modelling
- The file note from every meeting
- Keeps your advice templates up to date
- Sorts the shared inbox onto the right household and job
- Updates client details, with every change logged and reversible
- Drafts the reply or opens the task for the team
- Overdue reviews, missing consents and expiring fee agreements
- Advice documents checked against your firm's rules
- Every finding saved on the record, with the reason
- Workflow, form request and checklist templates from a prompt or process document
- Reports and dashboards set up from a plain question
- Finds where work is stuck, and why
Assign to…
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Agent
✓
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- Always onOvernight work is done by morning.
- Assign work like a colleaguePut it on a job, or @mention it in rubica, Slack, Teams or email.
- Human and agent workflowsAgents do the groundwork. People sign off.
- Less reliance on offshoringAdd capacity without sending client files to an offshore team.
Advice documents
SOAs, ROAs and meeting decks, on the firm’s own templates.
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The compliance officer agent’s work
It reviews your live controls, and reads every client interaction.
Multiplayer AI
AI your whole team works with, not one person's chat window.
@mention an agent where the conversation already is. The whole team sees the work, and it lands on the client record.
@mention an agent in
rubica
Slack
Microsoft Teams
Email
Headless by design
Built for your team. Open to agents.
Every screen your team uses is also open to agents, through APIs and MCP.
Try a live call: set up a new client →The same calls work for our agents, your AI tools (Claude, ChatGPT, Copilot, Agentforce) and your own automations. Running on Salesforce Financial Services Cloud and Workato.
The rubica API
The same platform your team uses, open to your systems and agents.
Nearly 150 rubica APIs, on top of Salesforce’s own. Pick one to see what it does in plain words, or open the code.
GETFact find1/8
/rubica/fact-find?householdId={id}The whole client file in one call: people, goals, assets and debts, income and spending, insurance, estate planning and risk profile, with ages and totals already worked out.
You give it
- Which householdElena and Marcus Whitfield (or either of them)
- Which parts, or leave out for allmembers, goals, financialSummary, liabilities
- Include archived recordsNo
You get back
- Everyone in the household, with agesMarcus Whitfield, 54 · Elena Whitfield, 51
- Goals, with amounts and datesElena retires at 58 · $160,000 a year · 1 Jul 2033
- Assets, debts and net position, added upAssets $7,925,000 · debts $420,000 · net $7,505,000
POSTAI Assist2/8
/rubica/ai-assist/proposeReads file notes, calls, statements or a typed note, and suggests the records to add or update, matched to what’s on file. Nothing is saved until a person sends the ones they kept to /apply.
You give it
- Which householdElena and Marcus Whitfield
- What to work onGoals (or assets and liabilities, income and expenses)
- File notes or calls to readAnnual review, 14 Oct 2026
You get back
- New, or a change to a record on fileNew
- The suggested valuesElena retires at 58 · $160,000 · 1 Jul 2033
- The words it came from“needs about 160 a year”
GETHousehold timeline3/8
/rubica/household-timeline/{householdId}Everything that’s happened with a household, and what’s coming up, in one date-ordered list: calls, meetings, emails, file notes, texts, forms, signing and workflow steps.
You give it
- Which householdElena and Marcus Whitfield
- How far backLast 12 months
- Which kinds of activityCalls, file notes, emails
You get back
- What’s happened, newest firstAnnual review · 14 Oct 2026
- Who did whatDaniel Okafor logged a call with Elena Whitfield
- The full note or emailReviewed Whitfield Super Fund and Elena’s plan…
POSTFile notes4/8
/rubica/file-notesStarts a file note against a client or household, with its title, meeting type and date. Other calls on the same path add the note text, supporting material and topics.
You give it
- Which client or householdElena and Marcus Whitfield
- TitleAnnual review
- Kind of meetingReview meeting
You get back
- The new noteSaved on the household
- AdviserDaniel Okafor
- ClientElena and Marcus Whitfield
POSTForms5/8
/rubica/forms/submitSends a client’s finished form back to the firm: answers are saved against the request, it’s marked Submitted, and it’s scored if the form is scored. GET /rubica/forms/config gives the forms site everything it needs to show the form.
You give it
- The form linkRetirement goals check-in, sent to Elena
- Every answerRetirement age: 58 · Income needed: $160,000+
- Who sent itelena@example.com
You get back
- StatusSubmitted
- Who it was forElena and Marcus Whitfield
- Score and band, if scoredNot scored
GETReviews due6/8
/rubica/reviews?fromDate&toDate&adviserIdWhich households are due a review in a date window, for the whole firm or one adviser, with their service model, fee and ongoing fee arrangement dates.
You give it
- From1 Oct 2027
- To31 Oct 2027
- One adviser, or everyoneDaniel Okafor
You get back
- HouseholdElena and Marcus Whitfield
- Next and last review14 Oct 2027 · 14 Oct 2026
- Service and feeOngoing · $9,900 a year
POSTInteraction insights7/8
/rubica/interaction-insights/analyseReads a meeting transcript, call or message, hides personal details first, and returns the tone, any compliance concerns, follow-up actions and a summary, saved to the client’s insights.
You give it
- Kind of conversationMeeting
- What was saidDaniel: So Elena, still aiming to finish at 58?…
- Which clientElena and Marcus Whitfield
You get back
- SummaryElena’s retirement at 58 confirmed; asked for a home loan review
- Compliance concernsNone raised · each would show category, severity and the exact words
- Follow-ups, and who should own themReview the home loan rate · Paraplanner
POSTWorkflow builder8/8
/rubica/workflow/buildCreates a complete workflow template in one go: its stages, who owns each, how long each takes, the outcomes that move work on and the actions at each step. If any part fails, nothing is created.
You give it
- NameRetirement transition advice
- Stages, in orderGather information → Strategy
- Who owns each stageAdviser, then Paraplanner
You get back
- CreatedYes, all or nothing
- The new templateRetirement transition advice
- What was made2 stages, 1 outcome, 2 actions
Swipe for more · 8 of nearly 150
rubica MCP
AI tools come and go. Your records shouldn’t.
Different people in different roles work in different ways, and prefer different AI tools. Rubica plugs into Claude, ChatGPT and Copilot, so everyone works on the real record in the tool they like, nobody copies and pastes client files, and switching tools never means moving your data.
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Request
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Request
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ChatGPTrubicaRetireMap
Apps on for this chat: rubica, RetireMap
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CopilotPlugins on: rubica, RetireMap
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Lining things up…Lining things up…Still lining things up…
{{mcp.a1}}1Whitfield Household2Ongoing fee consent3Client request · super statement4RetireMap · super projection
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{{mcp.a2}}1Annual review job2Fact find update form
Connect in three steps
- Add rubica as a connector in your AI tool.
- Sign in with your own rubica login.
- Ask about any client, job or task you can already see.
Claude
ChatGPT
Microsoft Copilot
Any MCP client
How it works with your AI
Connects through rubica’s MCP server, run on Workato.
Uses each person’s own rubica login and permissions.
Every action is logged on the record.
You choose which connectors are switched on.
Real firms, real results
What changes when a firm moves.
102%of stretch target, FY25/26
Annex Wealth moved to rubica in November 2025. In its first seven months on the platform, one adviser delivered 36% of the firm’s revenue growth, with the process and tech load taken off his plate.
“There is no doubt in my mind a large part of this result is the efficiencies and process improvements we gained via rubica.”
Simone McMullin · Principal, Annex Wealth
HPH’s most important numbers were in their CRM, but getting to them meant stitching reports together and reshaping the data by hand. Now they’re live in rubica: in-flight ongoing revenue over time, team allocations and board reporting, so the team can see their targets and how they’re tracking.
“You were knocking things out that afternoon, or the next day you're bringing something to me. And I've just gone like, holy cow, what's possible now?”
Rob Pyne · Managing Director, HPH Solutions
13firms on the platform
3–5 weeksto migrate data, train and go live
6 yearsrefined in daily use inside a working firm
AU + UKadvice and accounting firms across Australia and the UK
Unprompted
Straight from the team chat.
Real-time feedback from the people using rubica, in their own Slack and Teams. Shared with their permission, as they wrote it.
Slack
Teams
Laura MitchellTreysta Wealth11:25
Bulk text messagesthis is so good!!
Microsoft Teams
Khan McSweenbdhSterling13/07 6:18 pm
Client request checklistsmaaaaaatee! So good! its there! awesome, cheers for that
Microsoft Teams
Nick BordiHPH Solutions
Workflow pipelineI've been showing this off all day.
This will be the silver bullet against
- personal spreadsheets to mng workflow
- pipeline reporting
- capacity reporting for paraplanning team
Amazing stuff, knocked off three projects in one, love it. Just compiling feedback but it's like 95%. So good
Toby StewartHartmann Planning08:52
Get actions from callJust used the Get Actions from Call feature for the first time… F*** yeah! It was so good! Such a time saver and super accurate.
Free guide · Changing CRM?
Is your firm ready to move?
A five-minute readiness check and a ten-step kit to get your data, processes and tools in order before you migrate. Useful whichever platform you choose.
You see your score straight away. The full report and workbooks arrive by email.
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Pricing
Simple pricing. Everything included.
One seat price for the platform. Agents priced per agent, with unlimited use.
Onboarding is a one-off fee, scoped to your firm.
Trust & security
Built for firms that answer to a regulator.
Records stored in AustraliaA dedicated Salesforce org and Workato, both in their Australian regions (UK firms’ orgs in the UK). Overseas services are listed by name.
Masked before AITax file numbers, BSBs, account and card numbers become placeholders before a model reads anything.
Never trained onThe AI providers we use don’t train their models on your data.
You set the limitsAgents work with their own identity and role. You decide, task by task, what they do on their own and what waits for a person.
ISO 27001 certification under way.
Talk to someone who’s spent a day in your shoes.
We onboard a small number of firms at a time.
rubica overview
45 minutesOnline, link on confirmation
Pat or AaronPat was an adviser, Aaron a paraplanner.
In 45 minutes, you’ll:
See a day in a firm on rubica, from first contact to invoice
Watch agents draft advice and keep the CRM up to date
Find out what moving your firm across would involve