The global asset-management industry faces mounting challenges driven by structural, regulatory, and technological shifts. Fee compression persists as investors demand lower-cost products and greater transparency, squeezing traditional revenue models. In addition, heightened regulatory scrutiny across jurisdictions increases compliance complexity and operational costs.
Grafiniti Company Profile
To address some of these mounting pressures, a growing number of asset management firms have turned to various software platforms to help them make better, data driven decisions. One of these analytic tools is an AI-based competitive intelligence system called Grafiniti. The following is a profile explaining what Grafiniti does and how asset managers use the platform to make more well informed business decisions.
Q1. Provide general background on your firm. When were you founded? How many staff does your firm currently employ? Where are you located? What was the main reason your founder started this firm?
Grafiniti was founded in 2022 with the mission to help asset management firms make better, data-driven business decisions. The company was launched by industry veterans who saw asset managers being forced to make key strategic decisions while relying on archaic systems, fragmented data sources, outdated reports, and manual analysis. The result was widespread inefficiency and missed revenue opportunities.
Grafiniti is based in the San Francisco Bay Area and currently employs a global team of 10 professionals in product, technology, and sales. Their founding team brings decades of experience in asset management with a focus on distribution, product strategy, and data analytics.
Recognizing that an evolving product landscape and disruptive technologies were creating unprecedented challenges, the Grafiniti team resolved to design a modern, user-centric competitive intelligence platform to give every asset management firm a real-time view of market movements, competitor positioning, client engagement, and growth opportunities at their fingertips.
Q2. What does your firm do? Outline the unique research / analytics service that a client can receive from you? What are the main deliverables that clients receive from you (research reports, models, data and analytics platform, other)? Explain your research / analysis process.
What Grafiniti Does
Grafiniti is a competitive intelligence platform purpose-built for asset managers. It integrates proprietary taxonomies, fund flow data, advisor engagement metrics, and product positioning analytics with an intuitive, AI-enabled interface to help distribution, product, and executive teams make faster, data-driven decisions that drive market share.
Unique Value and Differentiation
Unlike traditional static data providers, Grafiniti is a centralized, workflow-ready intelligence platform that integrates multiple data sources into compelling data visualizations and actionable insights. Instead of requiring manual work to produce static reports, Grafiniti has codified expertise to offer personalized insights at scale, simplifying and streamlining interactions with complex data, allowing anyone to evaluate competitor positioning, benchmark performance, and identify areas for product or distribution focus. Crucially, Grafiniti facilitates collaboration, allowing analytical insights to be shared seamlessly across teams and organizations.
Grafiniti uniquely offers:
- Curated, enterprise-grade data with flows, assets, expenses, and performance across retail and institutional market segments
- Flexible competitive benchmarking and peer analysis at the firm and product level
- Distribution intelligence highlighting revenue opportunities and threats
- Workflow integration enabling collaboration across different functional teams
Grafiniti’s Research & Analytics Process
- Data Aggregation & Curation – Integrates multiple datasets, standardize, enrich, and organize data to create a unified market intelligence view
- Benchmarking & Competitive Intelligence – Analyzes firms and products across growth rates, market share, investment performance, and expenses to identify shifts in competitive positioning
- Market & Distribution Insights – Illuminates key trends at the firm, product, channel level, and provide context on peer movement, pricing changes, and product launches/closures
- User-Centric Delivery – Presents customized dashboards for interactive exploration with drill-down capabilities and users can embed analytics into presentations, sales meetings, product strategy sessions, and board updates.
Platform Modules
Intelligence Hub – A personalized real-time view of industry and peer developments
Explore & Monitor – Create competitive peer groups to compare any firm or product across key metrics
Opportunity Finder – Quantifies distribution alpha and reveals growth opportunities
Q3. Who are a few of your firm’s key management / analysts and provide bios.
Grafiniti was founded by a group of industry strategists, thought leaders, and technologists united by a belief in the transformative power of data. The following are the key members of the team.
Steven Unzicker, Co-Founder & Chief Executive Officer. As an investment industry thought leader specializing in data-driven insights, Steve has advised dozens of asset management organizations and authored 100+ articles and white papers on capital flows, product trends, and innovation.
Preeti Nagpal, Co-Founder & Chief Product Officer. Preeti is an accomplished strategy and operations executive with experience across public and private markets. She brings an unrivaled understanding of how data flows can improve operational and strategic outcomes.
Inder Dhir, Co-Founder & Chief Technology Officer. Inder brings 20+ years of experience in software development, product scaling, and cloud platform development. As CTO of other data-driven startups, he developed critical expertise in data pipeline management and cyber security.
Paul Ellenbogen – Head of Research. Paul brings deep expertise in fund analytics and peer benchmarking, forged during his tenure at senior positions with companies including Broadridge and Morningstar.
Vince Bakshani – Head of Sales & Client Partnerships. Vince has over 15 years of asset management distribution and go-to-market experience. He leads sales strategy, business development, and client partnerships, working closely with distribution and product leaders to drive adoption and growth.
Q4. Describe at least one “case study” of where your firm’s data and analytics solution has enabled a client to profit or to save themselves from potential losses.
Case Study: Charting Product Innovation with Continuous Competitive Intelligence
One of Grafiniti’s clients, a mid-sized asset manager with a strong active equity franchise, was evaluating whether to leverage their existing expertise by launching new products in certain categories. Historically, their product development process was episodic, requiring months of manual research, consultant input, and fragmented data sources to understand market positioning, investor demand, and competitive gaps. This suboptimal approach meant slow decisions and the risk of launching strategies into declining or overcrowded segments. Using Grafiniti, the client shifted from sporadic analysis to a continuous, data-driven product evaluation model.
Challenge
The client believed certain categories remained favorable for active managers based on historical trends, but lacked real-time clarity on where flows were going, what structure investors preferred, and which competitors were gaining traction.
How Grafiniti Helped
Using Grafiniti’s benchmarking and flow analytics modules, the client was able to:
- Drill down from broad fund category views to specific product structures and channels (e.g., active mutual funds vs. active ETFs vs. passive ETFs).
- Uncover distribution dynamics that were not visible in standard industry reports:
Business Outcome
- The client avoided moving forward with a traditional mutual fund launch, which would have been misaligned with current demand and at risk of poor initial fundraising.
- Instead, they reoriented their strategy toward an active ETF structure, targeting a segment of the market where flows were still positive and where competitors were gaining share despite broader passive dominance.
- With Grafiniti’s benchmarking tools, the client was able to quickly ascertain the sweet spot for pricing and model future asset and revenue growth.
- Using Grafiniti’s category monitoring dashboards, the client now continuously evaluates market movements, allowing ongoing product strategy to become proactive rather than reactive.
Direct Impact
- Saved significant development and distribution costs by avoiding a misaligned product launch
- Improved time-to-market effectiveness by aligning vehicle structure with investor demand
- Enabled ongoing category monitoring to inform product positioning and communicate data-backed insights to leadership and the board
Client Feedback
“Grafiniti has helped us move from monumental product decisions to a continuous, insight-driven process. Instead of spending months gathering backward-looking reports, we can now identify where investor demand is moving in real time—and make strategic decisions with confidence.”
Q5. Who are your firm’s target customers (hedge funds, mutual funds, pension funds, corporates, others)?
Grafiniti’s primary target customers are asset management firms serving retail and institutional client segments. This includes firms managing mutual funds, ETFs, separate accounts, and collective investment trusts (CITs).
As Grafiniti’s data coverage expands, they will soon be able to serve alternative asset managers, including those focused on private credit, private equity, and other non-traditional investment vehicles.
Within these organizations, Grafiniti supports key stakeholders and decision-makers across:
- Marketing and Sales
- Product Strategy and Management
- Executive Leadership and Business Intelligence
- Competitive Intelligence and Market Research
Grafiniti’s platform is built to serve asset managers of all sizes—from boutique firms seeking to gain market share to midsize firms wrestling with product development and large global firms that require real-time competitive intelligence to drive distribution strategy at scale.
Q6. Who are some of your firm’s chief competitors in the financial services market?
Grafiniti is uniquely designed to make personalized market intelligence available to anyone in the asset management industry.
Its primary competitor is inertia. The Grafiniti platform replaces manual data wrangling with streamlined, sophisticated analytics, but entrenched processes can be hard to displace even when they are inefficient. These in-house approaches typically require the use of general-purpose tools such as Tableau or Power BI. Timeliness, responsiveness, and scalability are ongoing challenges.
Other competitors provide adjacent capabilities. Sales-enablement tools illustrate this well: Grafiniti quantifies distribution alpha and highlights opportunities by channel and platform, whereas tools like FINTRX and AdvizorPro focus more on who to call than why.
Firms like Broadridge help asset managers understand the distribution landscape, but their offerings are centered on delivering data rather than synthesizing it into a coherent strategic narrative. Some managers also rely on dashboards and data feeds from their fund administrators, where feature depth and customization often fall short.
Consulting firms such as McKinsey, BCG, and Oliver Wyman are often engaged to perform the kind of strategic analysis at which Grafiniti excels. They can deliver strong insights, but engagements are temporary and costly. Grafiniti can ultimately enhance their work by providing a scalable and cost-effective analytical platform that is always available.
Grafiniti’s Positioning
Grafiniti differentiates itself by providing a workflow-oriented intelligence platform specifically designed for distribution, product, and executive teams. A single interactive environment allows users to surface growth opportunities, identify competitive advantages, compare positioning, monitor the competition, develop compelling narratives, and share insights.
Rather than delivering static reports, Grafiniti enables real-time visibility into where the market is moving and supports decision-making that directly drives growth and market share. As a collaborative platform that puts competitive intelligence at the fingertips of everyone, Grafiniti marks a fundamental departure from traditional data-centric approaches toward a user-centric approach that empowers people, elevates conversations, and improves decisions.
Q7. What makes your firm different or unique from other firms in the same space?
Grafiniti is distinct in its focus on actionable competitive intelligence specifically designed for product, distribution, and executive decision-makers within asset management firms. While other solutions provide data or reporting, Grafiniti delivers strategic insight that directly informs where to compete, how to position products, and where market share is moving—across mutual funds, ETFs, SMAs, and CITs.
Key Differentiators
Purpose-Built for Distribution and Product Teams
Unlike data providers, Grafiniti is specifically designed to support workflows and decision processes used by distribution leaders, product strategists, and executive teams.
Integrated Competitive Intelligence Across Vehicles and Channels
Grafiniti unifies analytics across investment vehicles and distribution channels, allowing firms to assess their competitive position holistically rather than in silos.
Real-Time, Interactive Decision Support
Instead of static reports or backward-looking datasets, Grafiniti provides dynamic dashboards and tools that reveal where flows are trending, which competitors are gaining traction, and where there is emerging demand.
Strategic vs. Informational
Traditional platforms focus on what happened; Grafiniti helps clients understand why it’s happening and what to do next, enabling more proactive execution around product design, pricing decisions, and distribution strategy.
Workflow Integration
Insights are presented in a way that directly supports revenue meetings, product committees, and strategic planning—not as raw data, but as decision-ready intelligence.
In Summary
Grafiniti is not a data provider or a reporting tool—it is a strategic intelligence platform designed to drive growth outcomes. By connecting competitive analysis with real-world decision-making workflows, Grafiniti enables asset managers to act faster, with clarity and greater confidence to allocate distribution resources, inform strategic decisions, and effectively position their products for growth.
Q8. What is your firm’s commercial model? What is the price range for your service?
Grafiniti operates on a subscription-based SaaS model, structured to support individual subscriptions, team deployments, and firmwide enterprise access. Annual subscriptions are tailored to meet each client’s scale and strategic priorities. Annual subscriptions with multi-year options are available for pricing efficiency and long-term engagement. All subscriptions are extremely cost effective.
Licensing Structure: Available in two tiers:
- Individual/Team Access – Designed for distribution, product, or strategy teams
- Enterprise Access – Enables firmwide deployment across multiple functions
Implementation & Support: Data, onboarding, training, and ongoing support are included in the subscription.
Q9. What are a few of your firm’s next major targets/milestones?
Grafiniti’s next major milestones are focused on expanding coverage, deepening insights, and enhancing usability across teams:
Expansion of Data Coverage
Broadening market intelligence to include additional vehicle types and asset classes, with a focus on alternative investment products, emerging distribution channels, and compensation data.
Enhanced Analytical Depth
Introducing more granular competitive and trend analysis to support deeper product benchmarking, peer comparisons, and market diagnostics.
Workflow and Collaboration Enhancements
Integrating workflow features that enhance collaboration, alignment, and decision execution across distribution and product organizations.
Q10. Contact information
Steve Unzicker, Co-Founder
Email: steve@grafiniti.com
Preeti Nagpal, Co-Founder
Email: preeti@grafiniti.com
Company Website:
www.grafiniti.com