At LPL Financial’s annual Focus conference in San Diego, California, executives at the firm revealed multiple enhancements to amplify their offerings for their financial advisors and firms. 

The broker-dealer, which recently closed its acquisition of Commonwealth Financial Network earlier this month, unveiled its intention to roll out artificial intelligence-powered tools in a $50 million investment that’s aimed at boosting its advisor compensation platform.

LPL also announced that it plans to invest $30 million to make various improvements across trade processing, asset handling, and proposal tools, to boost the services and engagement between advisors and their clients. 

“For years, advisors have had to navigate a maze of systems and spreadsheets just to understand how they’re paid — often with limited visibility and inconsistent timing,” Gary Carrai, chief product officer at LPL Financial, said to Connect Money. “Our goal is simple: bring clarity and intelligence to every payout. That means transforming raw data into actionable insights, using AI to forecast earnings and flag missed opportunities, and delivering a customizable dashboard that adapts to each advisor’s business. With deep analytics and comprehensive investment tracking, we’re not just showing advisors what they earned — we’re helping them understand why, and how to earn more.” 

Other amplifications include various upgrades to LPL’s security and virtual services, including its cloud infrastructure and updating its round-the-clock security operations center, LPL’s chief technology and information officer Greg Gates stated. 

“Technology isn’t just a tool anymore—it’s the rails on which your business runs,” said Gates. “We’re building platforms that are secure, scalable and built for change, so advisors can compete and thrive.” 

LPL Financial also disclosed its plans to launch an in-house securities-backed lending solution, which is slated to debut next year, as well as equity and fixed income separately managed account offerings, which is supported by 40 investment professionals at the firm. 

Last year, LPL Financial invested approximately $500 million in various technology innovations and infrastructure enhancements. The investment would go towards building over 250 product enhancements for advisors and their end-client experiences, part of its strategic integration with Prudential Advisors, the retail unit of Prudential Financial, an LPL spokesperson confirmed to Connect Money. 

The partnership transitions Prudential’s retail broker-dealer and investment advisory services to LPL Enterprise, an affiliate of LPL Financial. 

LPL Financial supports over 29,000 financial advisors across approximately 1,100 financial institutions and manages about $1.9 trillion in brokerage and advisory assets, the firm said.