The Efficient Advisor: Tactical Business Advice for Financial Planners 270: Transform Your CRM into a Service Powerhouse With Adrian Johnstone
May 6, 2025
Adrian Johnstone, CEO of Practify, helps financial advisors maximize their tech stack for better client experiences. In this discussion, she highlights common CRM pitfalls and the importance of aligning technology with business goals. Adrian emphasizes the role of AI and automation in transforming services and the necessity of understanding your ideal client for effective scaling. She also shares insights on moving from reactive to proactive client service, making technology an invaluable ally in the advisory landscape.
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Rising Client Expectations
- Clients expect more services without higher fees, increasing pressure on advisors.
- Financial journeys have become more complex, requiring multifaceted advisory approaches.
Human Connection Prevails
- AI and tools won't replace the human need for trusted relationships.
- Clients seek empathy and trust when sharing vulnerabilities and goals, beyond what technology can provide.
Make Your CRM a Growth Tool
- Embed your client's scope of services into your CRM to identify growth opportunities proactively.
- Pivot your CRM from record-keeping to a growth platform that supports curated client journeys.