The Financial Advisor Experience

A typical CRM system provides users with status information of the past and present. Working with Ameriprise we developed a custom CRM system that centers around the next best actions Advisors need to take to deepen relationships with existing clients while growing their books of business. To do so, our strategy positioned the customer and advisor experiences as one platform - one coin, two sides. Our research had shown that customers want to see the same information that the Advisor does. The Ameriprise experience was that shared platform allowing the advisor to curate platform content into a customized, interactive presentation with clients through a shared experience.

At Ameriprise the Financial Advisor has a total of eighty six different systems, platforms, and packages they have to engage with. Across six weeks of research we partnered with Ameriprise to reduce the volume of those platforms to a more streamlined eleven.