AI knows data. Does it know your client?

AI is becoming part of everyday wealth management. But knowing more data isn’t the same as knowing the client.

Client intelligence is about bringing together more of the client relationship, so advisers and firms can understand what matters, what has changed and where attention may be needed.

Produced with Planda, our new guide explores what this could mean for wealth management, and why the information firms already hold could become even more valuable as AI develops.

Most firms already know a huge amount about their clients

A CRM may tell you what a client owns. A fact find may tell you what they told you at their last review.

But neither tells you everything you may need to know today.

What has changed since the last review? How engaged is the client? Have their circumstances changed? Is there something an adviser should be aware of or follow up?

Two clients can look almost identical on paper while having very different levels of engagement, understanding, circumstances and support needs.

And with increasing expectations around client understanding, Consumer Duty and evidence of good outcomes, having a more complete and current picture of the client is now essential.

So what is client intelligence?

Client intelligence is about bringing together what you know about the client, what has happened in the relationship and what is happening now.

That might include financial information and fact finds, but also meetings, messages, documents, actions, decisions, digital engagement and changes in circumstances.

AI can then help advisers make sense of that information, identify what has changed and focus attention where it matters.

Not simply better meeting notes. Not another isolated AI tool.

It is about giving advisers and firms a better understanding of the people they serve.

Download the Client Intelligence Guide

What you’ll learn

Inside the guide, we look at:

• What client intelligence actually means in wealth management and why it is different from simply applying AI to existing data.

• Why it is becoming more important as firms adopt AI and face greater expectations around client understanding, service and evidence of outcomes.

• How it could support advisers and firms, from helping advisers prepare and prioritise to understanding what is happening across the wider client base.

• How more of the client relationship can contribute to the picture, including meetings, documents, messages, fact finds, actions and digital engagement.

• What client intelligence could unlock for adviser capacity, client service, compliance evidence, management information and commercial opportunity.

• Five questions to ask about your own firm and whether the information you hold can give you a sufficiently rounded view of your clients.

AI is only as good as what it can see

AI isn’t valuable simply because it can process more information.

Its value comes from what that information can tell you about the client and their relationship with your firm.

Meetings. Messages. Documents. Fact finds. Decisions. Actions. Digital engagement. Changes in circumstances.

Together, these build the lived history of the client relationship.

Bring more of that together and AI has a much stronger basis for helping advisers understand what has changed, prepare for conversations, identify where attention may be needed and support better client outcomes. 

How well does your firm really know its clients?

Download What is Client Intelligence? Understanding the whole client relationship to explore what client intelligence could mean for your firm, the information needed to support it and the questions wealth management firms should be asking now.