AI-powered insights.

Client-first solutions.

The Lab @ T. Rowe Price is the firm’s innovation hub—designed to bring together client experience, technology, and partnership to turn ideas into practical, client-ready solutions. Originally called the NYC Technology Development Center, The Lab has evolved into a client-facing destination where professional clients, associates, investment professionals, and partners can engage directly with how T. Rowe Price approaches innovation.

T. Rowe Price has been operating the Lab since 2017. Formerly known as the NYC Technology Development Center, The Lab launched with the goal of building leading-edge tools that would empower the firm’s sales teams. In 2023, The Lab expanded its scope to include product and technology reviews with clients. Today, The Lab serves as an in-person client hub in New York City where invited visitors can experience T. Rowe Price’s innovative solutions, products, and culture firsthand.

The Lab works with a range of professional clients across T. Rowe Price’s global business. This includes strategic partners, professional buyers, and financial advisors across Asia Pacific, Europe, the Middle East, Africa, and the United States who want to explore how emerging technologies, data, and AI can support better investment outcomes.

Whether through in-person or virtual collaboration sessions, The Lab supports professional clients around the globe as they navigate the future of asset management.

Visiting The Lab @ T. Rowe Price gives invited clients the opportunity to engage directly with how we turn insight into action. Through collaborative, hands-on experiences, clients can explore emerging technologies, see our capabilities in action, and engage in meaningful dialogue with investment and technology teams.

Clients typically engage with The Lab through interactive sessions such as tailored demonstrations, workshops, and in-person visits. These experiences are designed to spark new ideas, showcase innovative tools and solutions, and foster informed conversations around the future of asset management. Whether through a demo, a collaborative discussion, or an immersive visit, The Lab provides a space to explore innovative ideas and their real-world application in asset management.

The Lab prioritizes projects based on clear client and business needs, alignment with T. Rowe Price’s strategic priorities, and the potential to deliver measurable impact. Projects are evaluated through a structured framework that considers purpose, scalability, governance, and readiness for adoption.

The Lab delivers a range of solutions across client experience, technology, and analytics. This includes internal tools—such as ChatTRP, our proprietary AI tool—that seek to improve business efficiency, streamline workflows, and integrate data and insights to support better decision-making. It also includes client-facing insights and experiential solutions designed to enhance engagement, strengthen investment processes, and drive meaningful outcomes.

The Lab @ T. Rowe Price develops and uses AI in alignment with the firm’s responsible AI principles, governance standards, and regulatory obligations. Our approach emphasizes accuracy, transparency, and human oversight—ensuring AI is applied thoughtfully and in support of client-first outcomes.

All AI-related work follows approved guidance and is reviewed to ensure it accurately reflects how AI is used, avoids overstating capabilities, and aligns with applicable laws, regulations, and client expectations. We prioritize responsible communication and apply strong controls around how AI is designed, tested, and monitored throughout its lifecycle. 

Human judgment remains central to our approach. AI is used to augment expertise—not replace it—with safeguards, review processes, and accountability in place to support responsible, ethical use and build trust with clients and stakeholders.