Two years ago, Australia’s Practifi made a splash in the SaaS community when it appointed then 27-year-old Emily Wilcox as its COO, with a brief to lead the company’s operations across Australia and the US.
The hire of Wilcox by Practifi was a surprise to not only the male-dominated fintech sector, but also the traditionally conservative financial services industry. The investment community, however, was unconcerned. In January, Practifi completed its Series B funding to the tune of $16.3 million.
Practifi is a business and employee-management platform that helps financial advisers manage clients, partners, and providers on a single interface.
Launched in 2013, the company’s main feature is a “compliant by design” platform that captures data automatically and offers compliance-monitoring tools, which drastically cuts down the time financial firms need to spend on regulatory compliance.
Wilcox, who splits her time between Chicago and Sydney, joined Practifi in 2015 as one of the company’s first employees, soon after earning her law degree. Although she had no previous fintech experience, she has learned the business from the ground up and is now driving Practifi’s global expansion.
“At Practifi, we’re reinventing the technology experience for the financial advice industry,” Wilcox tells Business Insider. “We see a future where advisers spend more time with their clients and less time battling disconnected tools and systems. As COO, I make sure we have the processes, people, and technology in place to deliver.