rubica and HeirWealth link wealth data feeds into adviser CRM

Financial planning and accounting firms on the rubica platform can now pull consolidated client wealth data directly from HeirWealth, under a partnership that went live for rubica client firms in Australia and the UK. The deal connects HeirWealth's data aggregation system with rubica's customer relationship management, operations and AI tools, bringing a client's holdings into a single view inside the software advisers and accountants already use.

The stakes are straightforward. Advisory and accounting firms are investing heavily in CRM systems, workflow software and AI features, yet they continue to deal with fragmented client data spread across multiple providers and ownership structures. Vendors in the sector increasingly argue that the usefulness of AI tools depends on the quality and completeness of the underlying information. This partnership is a direct attempt to close that gap.

What data does the integration cover?

rubica users can combine data covering:

• platform holdings and transactions
• bank and open banking data
• property valuations
• broking accounts
• structured products
• private market assets

HeirWealth aggregates more than 45 asset types across family groups and related entities, including trusts, companies and self-managed super funds. The integration is intended to reduce the manual collection and re-entry of client information, which firms say remains common when data lives across multiple providers and ownership structures.

The division of labour is explicit. HeirWealth acts as the aggregation layer. rubica remains the main system for client records, workflows and compliance.

How does the connection work?

rubica said the set-up is managed within its own system. Using HeirWealth's public endpoints, the platform creates family groups, entities and links to data feeds. Users therefore do not have to repeat the same set-up in two systems.

Once connected, rubica can retrieve balances, transactions and asset allocation data for use in advice workflows, client discussions and AI-based tools. Firms can also enable more detailed performance analytics and reporting functions, including automated client review reports generated from Microsoft Word templates.

On the performance side, HeirWealth said its system reports total returns for each asset and can break those returns into capital, income and currency components. Results can be summarised by sector, portfolio, entity or whole household.

What role does AI play in the tie-up?

Both companies framed the partnership around AI use in professional services. rubica said its API suite allows firms to work with its software inside AI assistants, including Claude, ChatGPT and Microsoft Copilot, while its role-based agents operate on the same data as staff.

HeirWealth takes a comparable position on assistant access. The company said authorised users can query consolidated client information through AI assistants using its MCP server. Financial calculations are handled by its own engine before results reach an AI assistant. Access remains subject to existing firm permissions and client consent settings.

The company added two data-handling commitments: client data is not used to train AI models, and HeirWealth is ISO 27001-certified and hosts client data in Australia.

Why did rubica buy rather than build?

Patrick Gardner, Head of Product & Development at rubica, outlined the firm's rationale for using an external aggregation layer rather than building one itself.

"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."

That claim — agents spotting a large deposit or a maturing investment and flagging the right professional before the client asks — is the operational pitch behind the deal. It rests entirely on live, complete data arriving without manual keying.

What does HeirWealth's CEO say?

Ray Tubman, Chief Executive Officer of HeirWealth, said the partnership reflects demand for better underlying data in advisory technology.

"AI and automation are only as powerful as the data underneath them. rubica has built something the advice industry has needed for a long time: an AI-first ecosystem on enterprise-grade Salesforce technology. Together, our platforms give rubica's client firms a complete, accurate and automatically maintained picture of each client's wealth. When a firm is ready, detailed performance analytics and fully branded client reporting are a switch away. We're delighted to be partnering with Patrick and the rubica team."

The reference to Salesforce is substantive. Tubman positions rubica as an AI-first ecosystem built on enterprise-grade Salesforce technology, with HeirWealth supplying the automatically maintained wealth picture on top of it.

Where does rubica come from?

rubica was developed within accounting and advice firm Collins SBA before being commercialised more widely. It is now used by financial planning and accounting firms across Australia and the UK — the same two markets where the HeirWealth integration is available.

The background matters for the product argument. Gardner's stated founding premise — clients should only have to tell their story once — traces directly to the software's origin inside a working accounting and advice firm rather than a standalone vendor.

What changes for firms?

The practical changes for rubica client firms fall into three groups.

First, data entry. Transactions, balances and holdings across trusts, companies and SMSFs arrive in rubica without manual keying, replacing a collection-and-re-entry process firms still perform when data sits with multiple providers.

Second, analysis. Firms gain access to total-return reporting broken into capital, income and currency components, summarised by sector, portfolio, entity or household, plus optional performance analytics.

Third, reporting. Automated client review reports generate from Microsoft Word templates, and fully branded client reporting is, in Tubman's words, "a switch away" when a firm chooses to enable it.

The partnership also signals where the advisory software market is heading. CRM vendors and data aggregators are converging on the same proposition: AI assistants and role-based agents are only as useful as the live data underneath them, and firms will increasingly buy integrated infrastructure rather than rebuild aggregation themselves. Gardner's formulation — "we'd rather plug into the best infrastructure than rebuild it" — is a bet that the modern advice stack will be assembled from specialist layers, with HeirWealth positioned as the essential data layer and rubica as the system of record for client relationships, workflow and compliance.