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Leaders at advisor firms generally see two paths for using artificial intelligence tools: broaden capacity downmarket through efficiency, or swim upstream through excellence.
It’s fair to say our industry has done a better job with the efficiency part of the equation. The first wave of truly viable AI tools has focused on faster note-taking, automated meeting prep, and providing instant answers to questions advisors once had to dig out manually.
“Excellence” is harder because it isn’t as easily measured in weekly minutes saved. The goal looks different for every firm, but it starts with the promises to new clients:“I will have my eyes on your affairs. I will look after your wealth and notice when your life and priorities change. I won’t just show up once a year to make small talk.”
Whatever your version of this promise, it’s hard work for any advisor to hold onto as a business scales, merges, or transitions leadership. The intention remains. Every advisor wants to honor the promise in spirit, not just in letter, but even giving the impression that an advisor has had their eyes on the clients' lives for the whole year often turns into a scramble two weeks before annual reviews.
If you want inspiration for what it might look like to fulfill your promises to clients, consider the hospitality industry.
Walk into a restaurant like Eleven Madison Park in New York. Even on your first visit, the staff already knows you. They will have scanned your socials to learn about any recent or upcoming anniversaries. A cocktail arrives at the table before you ask for one. If you’re a return customer, they remember whether a past visit felt rushed or if your body language signaled a subtle preference. You don’t achieve that level of attentiveness by being fast; the entire operation is set up in advance to anticipate your needs.
