Practifi Revisited with Adrian Johnstone | E447

Host Jason Pereira interviews Practifi founder/CEO Adrian Johnstone about how Practifi has evolved for a post-GenAI world, launching a second product, Sentir, alongside its existing Naya platform. Johnstone explains Practifi’s OEM approach on Salesforce (platform-as-a-service, not a simple industry overlay) and why bolting AI onto a traditional navigation-led CRM is limiting, leading to a “burn the boats” redesign. Sentir is positioned as an AI-native CRM with a digital workforce of 16 agents, native ingestion of email and call transcripts, role-specific insights for advisors, operations, and executives, and auditable, citation-backed outputs to address regulated-industry trust and compliance concerns. They discuss structured vs. unstructured data, deterministic vs. probabilistic AI, risks of fragmented point solutions and “vibe-coded” layers, the importance of robust APIs, and objections to variable AI consumption pricing in favour of predictable subscription use.

Episode Highlights:

00:00 Welcome Back Adrian

00:35 Naya Versus Sentir

01:39 Salesforce OEM Difference

03:23 Why Rebuild For AI

06:59 Giver, Not Taker CRM

08:37 Burn The Boats

11:19 Digital Workforce In Action

13:56 Audit Trails And Trust

15:14 AI Pricing Debate

20:36 MCP Versus APIs