Artificial intelligence (AI) is no longer a distant prospect—it’s a game-changer reshaping the financial advice landscape today. Many financial planners have already engaged with AI through large language models (LLMs) such as ChatGPT, Grok, Gemini, CoPilot, and Deepseek. These tools are commonly used for research validation, quick insights, and refining communications, providing an immediate boost to efficiency at minimal cost. However, AI’s role extends far beyond these “low-hanging fruit” applications. When strategically integrated into the financial advice process, AI has the potential to enhance client experience, improve decision-making, and unlock new levels of productivity. Let’s explore how financial professionals can harness AI not just as an assistant, but as a catalyst for deeper, data-driven advice.
The Foundation: A Documented Advice Process
Every financial services provider should have a well-documented advice process that ensures consistency, accountability, and efficiency. This document should clearly outline the client journey, specifying each stage and the people responsible. It should also reference key tools, templates, and guidelines, complete with version numbers and the date of the last update—to facilitate regular reviews and continuous improvement.
AI is revolutionising this documentation process by automating updates, structuring workflows, and reducing administrative effort. By leveraging AI-driven tools, financial planners can streamline record-keeping, enhance training modules, and maintain an up-to-date, adaptable framework. This not only improves efficiency but also ensures that advisors remain focused on delivering high-quality, personalised advice.
Choosing the Right AI Tools
Selecting the right large language model (LLM) is essential for maximising AI’s potential in your advice process. Different models offer unique strengths, so using multiple LLMs for cross-referencing can provide more reliable insights. At a minimum, subscribing to one AI tool is advisable to enhance research, content creation, and workflow efficiency.
Popular options include ChatGPT and Gemini, both available for around $20 USD per month, offering strong general AI capabilities. CoPilot, priced at $30 USD per month, provides seamless integration with Microsoft applications like Outlook, MS Teams, Excel, and PowerPoint—making it particularly valuable for financial professionals who rely on these tools. While CoPilot comes at a slightly higher cost, its ability to streamline document creation, email drafting, and data analysis can justify the investment.
Defining Your Core Steps
There are various perspectives on the key steps in the financial advice process. The Financial Planning Institute of South Africa outlines a six-step framework, while Anton Swanepoel’s “The Ten-Step Process” offers a more detailed approach. Regardless of the model used, the most important factor is ensuring that each step is clearly defined, assigned to a responsible person, and seamlessly integrated into the overall workflow.
Once these steps are established, they can be structured in Excel for easy tracking and visually mapped using tools like Microsoft Visio. This visual representation helps identify inefficiencies, improve consistency, and create a repeatable process that enhances both client experience and business scalability.
Enhancing Efficiency Through Strategic Review
Once your advice process is mapped, conducting a strategic review in small focus groups can uncover inefficiencies and highlight opportunities for improvement. This collaborative approach ensures that each step is optimally placed and aligned with business objectives. It’s also an ideal time to explore AI-driven tools that can enhance specific stages of the process.
For instance, if a step involves client communication, integrating a large language model (LLM) to generate professional email templates can significantly improve efficiency. By using structured prompts that reflect your firm’s brand language, tone, and key messaging, advisors can produce consistent, high-quality communications with minimal effort.
Taking this further, firms can develop a custom GPT model trained on their specific values, principles, and internal content from their website, social media, and documentation. This ensures that AI-generated output remains brand-aligned, contextually relevant, and strategically consistent, enhancing both efficiency and client engagement.
For advisor-client meetings, structured guidelines can help ensure that key technical and interpersonal elements are covered. Trust and rapport-building are often overlooked but are critical to long-term client relationships. By using AI-driven prompts, firms can quickly develop meeting frameworks that can later evolve into comprehensive training modules, supporting continuous professional development.
Another meaningful application is in preparing for initial client engagements. For newer advisors especially, AI can be used to develop structured, research-informed conversation guides that help set expectations clearly and build trust from the outset. These guides support consistent, thoughtful interactions that reflect a deeper understanding of client needs. As advisors gain experience, they can refine their approach based on real outcomes, strengthening their ability to engage clients effectively from the very first conversation.
Closing Thoughts: AI as a Competitive Advantage
The integration of AI into financial advisory services is not just a futuristic possibility; it is an essential step toward enhancing efficiency, consistency, and client engagement. By leveraging AI for process documentation, client communications, and meeting guidelines, advisors can optimise their workflows while maintaining a personal touch.
However, AI is not replacement for human expertise but is a powerful tool that enhances it. Financial advisors who strategically implement AI will gain a competitive edge, allowing them to spend more time on personalised client interactions while ensuring that their processes remain efficient and scalable. As AI continues to evolve, the firms that embrace its potential will lead the way in delivering high-quality, client-centric financial advice.
If you’d like to connect to discuss this topic, our insights, or what we’ve learned along the way, feel free to reach out to Theoniel McDonald, CFP®, at theoniel@wealthassociates.co.za or on LinkedIn.
