In an interview with Wealth Mosaic, Antony Bream, Managing Director – UK and Americas shares his views on how wealth managers can maximise the opportunities offered by optimum client lifecycle management processes and address the balance between the self-containment and self-service afforded by the cloud and AI, and robust client service.
Data is lifeblood for wealth managers. Significant investments in technologies designed to tackle data capture, governance and cleansing have been very successful. In theory, wealth managers should now be ideally positioned to leverage data, to enrich and personalise customer service, but therein lies the challenge.
Despite holding vast quantities of data, most wealth managers remain frustrated by their inability to derive actionable insights from data, which is where the true value lies. Instead of gaining positive signals that can be used to steer customer experience, relationship managers face a barrage of cryptic noise because the data is not presented in a unified, coherent way.
Why? Because wealth managers still rely on decades-old technology platforms that retain data in disconnected siloes, leading to two fundamental issues.
Clients are asked to provide the same data repeatedly, because incumbent systems and processes cannot detect whether required data was already captured at an earlier stage of the client lifecycle. Such requests are tedious and may cause clients to distrust information security.
Data cannot be aggregated into an easily accessible form that provides a single client view, across the entire client lifecycle, which impacts speed, quality and effectiveness of service.
Forward-thinking wealth managers are addressing these technology challenges by deploying end-to-end Client Lifecycle Management (CLM) platforms, which augment core CRM systems with powerful, best-practice process automations that support a ‘capture once, use many’ approach to client data, and provide front-office staff with a 360-degree view of data relevant to their own role, customers and prospects.
Technology is the key to securing greater share of wallet, even though wealth managers are still contending with pressurised cost-income ratios, low interest rates and large legacy technology overheads.
In recent years, wealth managers have pursued the goal of the ‘single client view’ to enable faster, more informed and proactive decision-making. Unfortunately, few have succeeded because client engagement has been managed predominantly via CRM tools, which do not support onward processes such as customer onboarding and compliance. Without holistic management of all lifecycle processes within a single platform, a single client view is not achievable.
In 2020, wealth managers will realise the opportunity to transform client experience throughout the entire client lifecycle with data-driven insights, delivered via a fully integrated Client Lifecycle Management (CLM) platform that spans all phases, from initial engagement, through client onboarding and ongoing management. In doing so:
Sales and marketing campaigns, product recommendations, sales initiatives and client events can be personalised to increase conversion rates, respond to sentiment shifts, and maximise marketing ROI.
Client onboarding compliance requirements for each prospect will be automatically identified, KYC/AML data capture streamlined, bottlenecks managed effectively and processing times slashed.
Clients will trust their wealth manager’s ability to provide the right advice, proactively and transparently, resulting in long-lasting, profitable relationships that boost satisfaction.
In addition to delivering the single client view, CLM platforms will enable resource-stretched, time-challenged relationship managers to do more with less. By automating manual administration processes and eliminating time spent searching for relevant data across multiple systems, they will spend more time on client-facing revenue generation and relationship management work.
So, wealth managers adopting CLM will be able to address client engagement, onboarding and management challenges, at all touchpoints, to maximise customer satisfaction, ensure compliance and grow AuM.
While wealth managers always have (and always will) invest in technology aimed at improving the cost-income ratio, in recent years significant effort and expenditure has been channelled into client-facing technologies and compliance. Client apps have increased accessibility to routine reporting (portfolio valuations for example), however, investments in new-age robo-advisory technology are waning because these tools have failed to deliver on the promise to significantly boost customer satisfaction. It has become apparent that clients still place high value on personal service. Meanwhile, relationship managers have been overlooked in the drive to achieve digital transformation, despite the critical role they continue to play in engaging and retaining clients – but this is set to change in 2020.
Technology investments in 2020 will shift from CRM to CLM as wealth managers strive to deliver more streamlined customer journeys, driven by context-rich insights derived from data aggregated across multiple systems, rather than manually searching for client data stored in unconnected CRM repositories. Powerful process automation and rules-driven workflows will eliminate many manual processes, allowing front-office staff to drive customer satisfaction by focusing on client servicing and the attainment of clients’ investment goals.
Wealth managers will also look to simplify IT stacks by retiring legacy systems and outsourcing back-office processes, to achieve operational cost and time savings. Many will transition to cloud-based platforms in 2020, which are recognized as a safe and pragmatic way to reduce costs. Those who don’t will look to source flexible, future-proofed solutions that can support later transition from on-premise to the Cloud. Into 2020 and beyond, the Cloud will be essential for competitive advantage; many technology providers are now incorporating innovative AI-driven solutions into cloud-only environments that automate onboarding processes, provide smarter access to data and create new customer experiences for the upcoming generation of digital-savvy investors.
The use of Artificial Intelligence to gain insight into customer behaviour is now realistic. In 2020 and beyond, AI is undoubtedly the most exciting technology advance in wealth management. Intelligent sentiment analysis and the high-speed aggregation of vast data sets will enable advisors to predict the likely outcome of investment proposals, and to know which touchpoints, channels, marketing events and product recommendations are most likely to stimulate AUM growth.
AI will also play a major role in automating repetitive processes and increasing operational efficiency, but beyond that the ability to provide clients with the right advice, at the right time, is surely the ultimate goal in customer service. Contextual insights, derived from an accurate automated assessment of how a customer is ‘feeling’ at any given time, are proven to boost client satisfaction. Wealth managers can present investment advice that is timely and relevant, and highly likely to result in a sale.
2020 will also see accelerated uptake of cloud-based managed services; exciting progress that some would say is long-overdue. With cloud-based infrastructures, wealth managers can leverage technologically innovative solutions faster, avoiding the protracted deployment processes typically associated with on-premise installations, and at lower cost.
Wealth management has begun embracing new generations of both clients and advisors, who have only ever lived in the digital age. Clients expect their relationship and investments to be managed using cutting-edge technology. Incoming relationship managers will soon tire of outdated manual processes, instead expecting data and analytics to be presented via at-a-glance dashboards. Wealth managers who embrace AI and the Cloud in 2020 will be best positioned to minimise customer churn, and to attract and retain top talent.
Through 2020, Wealth Dynamix will champion the drive to look beyond CRM technology as an effective means of managing client engagement. CRM tools manage just one part of the process and restrict execution of business growth strategies dependent on advisors having a single client view that supports meaningful decision-making.
The vast opportunities that next generation CLM platforms like Wealth Dynamix WDX1 bring are tried, tested and already proven. Wealth Dynamix clients are achieving substantial gains and savings:
Customer onboarding reduced from 25+ days to same-day, with 100% right-first-time rates
In 2020 we will share more success stories to demonstrate that there is a very real difference between service levels, customer satisfaction and front-office productivity for firms embracing CLM, rather than continuing to rely on CRM.
After seven years working with clients to implement CLM, it is apparent that they prefer to be self-sufficient, managing their own systems post-deployment. To support this trend, Wealth Dynamix is now providing clients and implementation partners with greater access to WDX1 APIs, configuration and QA tools, to enable self-configuration and self-management.
We will also be expanding our collaborations with domain-specialist implementation and technology partners. Our goal is to provide access to the broadest range of data sources and functionality innovation possible, and of course to continue supporting the latest Microsoft technologies, as an ISV partner.
This interview was originally published on by Wealth Mosaic here.
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An accomplished, results-driven sales and marketing professional, Gabriel has held sales and marketing leadership positions in Singapore and China at some of the world’s most successful and respected global technology enterprises.
During more than 20 years spent at IBM, Sun Microsystems and Microsoft, Gabriel developed and implemented sales and channel strategies to support strategic business objectives.
His specialism is growing and extending sales territories to grow revenues and increase market share.
Travis combines 15 years of software delivery, business modelling and leadership experience with a passion for transforming business needs into effective digital solutions. Before joining Wealth Dynamix in March 2018, Travis led Operations for Nikon – a role which incorporated CRM product ownership responsibility and initiated over 10 years of MS Dynamics experience, from 2011 to Dynamics 365.
Since joining the Wealth Dynamix team, Travis has been instrumental in designing and delivering some of our most strategic WDX1 projects. Leading the consulting team for WDX1, he is responsible for their recruitment and development. The team’s complex remit supports a fundamental aim – to ensure Wealth Dynamix delivers the best client experience. Travis is also responsible for ensuring the WDX1 product is designed and evolved in the most adaptable way possible to drive adoption across our client base, existing and future.
An experienced, tenacious marketer, Jo joined the Wealth Dynamix team in 2021 as Head of Marketing and quickly rose to the position of Chief Marketing Officer. A Brand and Marketing specialist with a proven track record in BRB and B2C communications, Jo combines a customer-centred approach with strategic thinking.
Having held senior Marketing positions in numerous FTSE 100 businesses, including Asda Stores Ltd, The Co-operative Retail Group, plus financial services brands MBNA, OneFamily, TransUnion, The Co-operative Group, she possesses a wealth of experience in the fields of finance and technology.
Jo is passionate about activating the Wealth Dynamix brand across every channel, taking a holistic marketing approach to drive consistency, salience and thought-leadership activity.
Agustin joined Wealth Dynamix over six years ago bringing a wealth of experience in change management.
Having experienced first-hand the challenges of managing clients through change, Agu now brings that expertise to Wealth Management firms looking to leverage technology in order to help them connect more effectively with their clients.
Agu has a deep technical knowledge of our solutions that allows him to deliver our products effectively, unlocking the full potential of every feature.
As our Head of Strategic Client Relationships, Agu’s specialist expertise supports firms to become more efficient, transparent and dependable using our CLM solutions.
Juan has over 20 years’ experience developing and implementing CRM solutions and has spent the last 10 focusing primarily on the Client Lifecycle Management (CLM) in the Wealth Management industry.
Currently Head of Development, Juan is responsible on overseeing the technical direction of the product.
Before joining Wealth Dynamix, Juan has worked for Barclays, Fujitsu and Ciber delivering large scale CRM projects in the financial services industry.
Juan has a first degree in Telecommunication Engineering from Universidad Blas Pascal and a MSc in Business Information Technology from London South Bank University.
An internationally experienced change management professional, Ben is responsible for overseeing projects both internally, and for clients.
In a career spanning more than 20 years in global banking, finance and management consulting, Ben has led strategy formulation, project planning, change management adoption, business networking consultation and transformational change projects at Fortis Investments, Barclays Wealth and Investment Management and Verisure Securitas Direct. Since beginning his career at Deloitte, Ben has also amassed a wealth of experience working on complex CRM system implementations, and is a PROSCI-certified Change Practitioner and a Certified Scrum Master (Scrum Alliance).
When David joined Wealth Dynamix in 2015 he brought with him a vast amount of experience delivering large-scale Microsoft Dynamics CRM projects. As a Senior Business Analyst at Royal Bank of Scotland David managed deployments with more than 2000 users, for both Business and Commercial Banking, as well as working on key AML initiatives for RBS International. In his current role at Wealth Dynamix David supports the growth and strategic direction of client implementations in Europe. Wealth Dynamix leverages David’s product expertise to shape the product roadmap and ensure that the firm delivers solutions with the right capabilities, that will be enthusiastically adopted, by all customers.
Prior to his involvement in the wealth management sector, David worked as a waste management contracts manager, working with Multi Services Kent to ensure effective waste clearance and re-use at the 2012 London Olympics.
Since joining Wealth Dynamix in 2019, Cédric has worked closely with clients to ensure that the WDX and CLMi solutions are deployed efficiently and effectively.
In a career spanning more than 25 years, Cédric has become an accomplished business and global project management leader covering both technology and financial markets sectors. Having held various roles in private banking (front, middle and back office) and brokerages, in both functional and technical roles, Cédric has led many projects including client onboarding implementations and KYC reviews, regulatory compliance projects (including PSD2, MIFID2/PRIIPS, GDPR, CRS, Rubik) and digital transformation projects (online and mobile design and implementation).
Cédric has vast experience building and managing international project teams, having created three offshore teams in Tunisia and India, managed a 70-employee company as Deputy CEO and a startup Fintech founded to create smartphone apps.
As Director of Pre-Sales, Johnny is responsible for maintaining the firm’s pre-sales policies, methodologies and resourcing. He is also leads some of WDX’s largest pre-sales analysis exercises, conducted for a wider variety of financial services firms spanning multiple jurisdictions.
Continual engagement with existing and prospective clients helps to inform the WDX1 product strategy, roadmap and pricing.
Johnny has spent his whole career in financial technology in various consultancy and
pre-sales roles. His expertise covers the full stack of systems required by leading Private Banks and Wealth Managers, encompassing core banking solutions, portfolio management solutions, Client Lifecycle Management (CLM) solutions and more.
William’s commercial expertise in connecting technology to solve wealth management business challenges was borne out of his early career as a stockbroker, followed by a variety of Client Relationship Management and Sales roles in asset management and banking.
Having experienced first-hand the challenges of doing the job, William recognises that an unwavering focus on client service is required to build progressive and mutually beneficial partnerships in FOR the longer term. Having gained further experience working for financial technology service providers including Calastone and Contemi, he has the specialist expertise needed to identify how to leverage technology to help wealth managers connect more effectively with their clients, and become more efficient, transparent and dependable.
In addition to his role as Commercial Director at Wealth Dynamix, responsible for new business development in the UK, US and Middle East, William sits on the board of the Securities Investment Management Association (SIMA) where he is actively involved in exploring industry trends and challenges.
An experienced and accomplished specialist in CRM technology and wealth management, Dominic is responsible for defining and leading the product roadmap for Client Lifecycle Management (CLM) solutions at Wealth Dynamix. Experienced in SaaS strategy definition, Dominic formulated the development and launch plan for the firm’s cloud-based CLMi solution.
Prior to joining Wealth Dynamix in 2014, Dominic held senior positions in both RBS and Barclays Wealth and Investment Management, where he was responsible for leading enterprise-scale CRM implementation projects.
With more than 15 years wealth management and WealthTech experience he has vast expertise and insights into best practice CRM and CLM execution.
François joined Wealth Dynamix in 2020 to grow the company’s presence in France and further extend business operations across Europe and has since been designated Chief Revenue Officer, a member of the board.
Having closed several flagship deals for the company across Europe and Switzerland, today his role encompasses responsibility for new and existing revenues, recruiting, structuring and managing the sales team, plus owning the business forecast and reseller channels.
Previously, François served as Chief Sales and Marketing Officer, Executive Committee member and investor at DreamQuark, an Artificial Intelligence software startup. At DreamQuark, he secured the firm’s first recurring revenues with Tier-1 banks and insurance companies, won the Fintech of the Year award and enabled A and B level fundraising. Before that François spent almost 10 years at Nokia Networks, leading European Sales for Analytics Software.
François has an MBA awarded by INSEAD and an engineering degree from the École Centrale de Nantes.
Currently Chief Operating Officer and Board Member at Wealth Dynamix, Natalie is responsible for the strategic direction of operations across the business. A wealth and investment management industry expert, with more than 25 years experience delivering large-scale technology projects, Natalie plays a pivotal role in ensuring the efficient running of the firm and meeting key business goals.
Prior to joining Wealth Dynamix in 2019, Natalie was Head of Technology at Bridgepoint Advisers, a UK-based private equity investment firm. She joined Bridgepoint following an 18-year tenure at Quilter Cheviot, where she was Head of Technology responsible for Operations and execution of the firm’s business plan.
A wealth and investment management industry expert, Brent has more than 25 years of experience in developing front to back software solutions that address sector-specific operational and compliance challenges.
Prior to co-founding Wealth Dynamix in 2012, he was a Director at Third Financial Software, where he drove product development.
Previously, he led business development and product strategy for the wealth management division of Financial Objects.
Brent spent 13 years at DST (now SS&C) until 2007, where he was Associate Director responsible for the global product strategy of institutional front office and wealth management solutions.
He graduated from Downing College, Cambridge, with an honours degree in Geography.
With a lifetime career in wealth management, beginning in front office sales more than 25 years ago, Gary is recognised as a highly successful, award-winning executive and serial entrepreneur.
Currently CEO at Wealth Dynamix, one of Europe’s fastest growing WealthTech firms which he founded in 2012, Gary has pioneered a new approach to Client Lifecycle Management (CLM) and built solutions suited to both enterprise-scale and mid-size financial institutions.
In his early career Gary excelled in a wide variety of FinTech sales management and executive roles in the UK, Switzerland and France.
Following his tenure as Managing Director at Financial Objects, which saw revenues grow by more than 300% on his watch, Gary founded and subsequently exited from Third Financial Software after it became a leading front office technology provider.