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Salesforce Launches AI-Powered CRM
for Financial Advisors
March 29, 2017
With Financial Services Cloud
Einstein, financial advisors can see a holistic view of each client's
household, visualize their client's wealth ecosystem and leverage
Einstein artificial intelligence to uncover new client opportunities.
Since its general availability in March 2016, Financial Services Cloud
continues to see tremendous customer momentum, including Transamerica
Financial Network (TFN), which is standardizing on the solution for
advisors and agents. It joins Perigon, Veterans First Mortgage and
Wealth Enhancement Group, who are using Financial Services Cloud to
connect with clients in entirely new ways.
Wealth Management Today
Today's investors are sharing more data than ever before. However, only
18% of them say their advisors are doing an excellent job tailoring
advice to them.1 This personalization gap is driven in part by the
inability of advisors to link together clients' multiple accounts and
relationships to gain a holistic view of their financial lives, as well
as the relationships they value most. To meet the needs of today's
investors — and, at the same time, grow their books of business —
financial advisors must stop managing data and relationships in silos,
and not only start capitalizing on the wealth of information clients are
providing them, but also taking advantage of emerging technologies like
artificial intelligence that enable them to work smarter.
Introducing Financial Services Cloud Einstein
Last year, Salesforce launched Financial Services Cloud to provide
advisors with the next generation of tools to build deeper 1-to-1 client
relationships, supercharge productivity and deliver always-on client
engagement. Today, Salesforce is adding new innovations to the product
that make every advisor smarter including:
- Einstein Opportunity
Insights enable advisors to boost productivity and intelligently
uncover opportunities based on clients' sentiments, competitor
mentions and overall engagement. For example, advisors can
automatically see if a client mentions a competitor in an email
thread and — when coupled with a decrease in communications —
receive a reminder to reach out and nurture the relationship.
- Relationship Builder
gives advisors the ability to easily connect information about
clients and their households in one place, and edit their
existing roles and activities. For example, an advisor can
easily add when a client has taken on a new role such as
becoming a board member at a company.
- Relationship Groups
enable advisors to link clients to multiple households, trusts
and business groups to ensure they have holistic views of wealth
across all accounts and relationships. For example, advisors can
track when their clients take on new responsibilities within
other households, such as becoming a power of attorney for an
aging parent, and then proactively reach out with personalized
advice.
- With Relationship Map,
advisors can visualize a client's family wealth ecosystem and
financial accounts in a single snapshot and drill into
opportunities to deepen and grow their book of business. For
instance, an advisor can discover that a client has become the
beneficiary of a trust that is in need of estate-planning
services.
 "Clients'
financial circumstances and goals are constantly changing," said Mat
Johnson, chief strategy officer, Perigon. "To build and nurture strong
relationships with them, it is crucial for our advisors to have a
panoramic view not only of individual clients, but also of their
households and extended networks. New Financial Services Cloud Einstein
helps augment our advisors with AI, giving them the visibility and
intelligence to provide clients with the best guidance based on all
relevant factors."
"Relationships are complicated. Clients are often part of multiple
households and play multiple roles," said Rohit Mahna, SVP and GM of
Financial Services, Salesforce. "Financial Services Cloud Einstein gives
advisors a snapshot of a client's entire wealth ecosystem, and empowers
them to uncover new opportunities that exist within their client's
extended household or relationship groups. And with Einstein AI built
in, advisors can better prioritize their days and engage with the right
clients at the right time."
Pricing and Availability
•Relationship Builder, Relationship
Groups and Relationship Map are generally available today at no
additional charge for all Financial Services Cloud users.
•Einstein Opportunity Insights is
available for $50 per user, per month for Financial Services Cloud users
in Enterprise Edition and above. |
