Financial Advisor Success

Ep 428: Leveraging (Salesforce) CRM To Really Systematize A Mid-Sized Advisory Firm with Lorie Jones

Mar 11, 2025

Lori Jones is a Wealth Manager at Fearless Financial Advisors, overseeing $30 million in assets. She shares her innovative use of Salesforce CRM, creating custom 'magic buttons' that streamline operations without expensive coding. Lori discusses her inspiring journey from an administrative role to an advisor focused on high-net-worth women. She reflects on balancing her career ambitions with family life, the value of mentorship, and how launching a podcast boosted her confidence in prospecting. Her insights highlight the transformative potential of technology and personal growth in finance.

01:30:00

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Episode guests

Lori Jones

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Episode notes

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Quick takeaways

Lorie Jones effectively utilizes Salesforce CRM with a 'clicks-not-code' approach to automate processes, enhancing efficiency within her advisory firm.

Her transition from an administrative role to a financial advisor highlights the profound impact of mentorship and support on career development.

By creating a mentorship program and podcast for women in finance, Lorie emphasizes the importance of community in fostering growth and empowerment.

Deep dives

Leveraging Salesforce for Enhanced Workflow

A significant focus of the discussion is how Salesforce CRM can be utilized to streamline and automate processes within a financial advisory firm. By employing what are referred to as 'magic buttons,' essential workflows for tasks like client onboarding and money movements are simplified, allowing team members to execute these processes with minimal effort. Lori Jones emphasizes the importance of customizing Salesforce to fit specific firm needs without extensive coding knowledge, utilizing features like the 'clicks-not-code' approach to create user-friendly automation. This enables a dynamic, efficient environment where mundane tasks can be handled quickly, freeing advisors to concentrate on client relationships and financial planning.

Intro

2min

Navigating Challenges in Advisory Practice and CRM Mastery

3min

Streamlining CRM with Salesforce

21min

Optimizing Salesforce CRM for Financial Advisory

7min

Streamlining Client Management Through Automation

2min

Streamlining Advisory Operations

14min

Balancing Education and Family Life: Strategies for Success

3min

Navigating Career and Family: A Journey of Growth

21min

Empowering Women in Finance

12min

10.

Redefining Success Through Courageous Actions

4min

Lorie Jones is the Wealth Manager at Fearless Financial Advisors, a DBA of hybrid advisory firm Fidelis Wealth Advisors based out of Colorado, where she oversees $30 million in assets under management for 88 households. What sets Lorie apart is how she maximized the capabilities of Salesforce CRM—typically used by larger firms due to its advanced features and higher cost—to streamline processes and workflows while working at a mid-sized advisory firm without the need for costly Salesforce developers, demonstrating how a well-optimized CRM can enhance efficiency across the firm.

Listen in as Lorie shares how she leverages Salesforce’s "clicks not code" functionality to create custom automations—such as her innovative "magic buttons"—that streamline firm operations, from client onboarding to money movements. She also discusses her journey from an administrative role to firm partner, her transition into full-time advising to focus on serving high-net-worth women, and how she overcame the challenges of launching her own practice. Lorie also reflects on balancing earning her CFP and MBA while raising five children, how starting a podcast helped her gain confidence in prospecting, and why learning from mentors empowered her to take bold career risks.

For show notes and more visit: https://www.kitces.com/428

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Financial Advisor Success

Ep 428: Leveraging (Salesforce) CRM To Really Systematize A Mid-Sized Advisory Firm with Lorie Jones

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Leveraging Salesforce for Enhanced Workflow

Transitioning from Operations to Advisory

Building Confidence Through Community and Mentorship

Navigating the Challenges of Independence

Defining Success in the Financial Advisory Landscape

Remember Everything You Learn from Podcasts