Expert Wealth offers differentiated advice and a smoother client experience with Agentforce

Expert Wealth is an Australian financial services company that provides expert advice and data-backed results to help individuals achieve their financial goals. The company offers a comprehensive suite of services, including wealth creation strategies, investment planning, retirement projections, estate planning, and superannuation advice. 

Deliver an elevated advice experience at scale.

Since its inception, Expert Wealth has used data and technology to lower the cost of advice and provide clients with tangible results. As the business scaled, however, its ambitions became bigger. It wanted to find new efficiencies and improve the client experience. It also wanted to deliver active advice based on the latest data signals, enabling clients to take advantage of shifts in the market or changes to their portfolios. 

To achieve these goals, Expert Wealth needed a new CRM to bring together previously disparate data and make it more actionable for advisors. Expert Wealth also wanted to increase automation and reduce the administrative burden on advisors, helping the business to attract top talent and give them more time to spend with clients. 

Salesforce provided a deeply integrated platform to solve these challenges and streamline the entire financial planning lifecycle—from initial contact to ongoing advice and reviews. The security built into the Salesforce platform also gave Expert Wealth the confidence that client data would be kept secure.

Agentforce transforms client acquisition and onboarding. 

In the past, when prospective clients reached out to Expert Wealth, they would be asked to share their details and be allocated to an advisor using a round-robin system. The advisor would email or phone them back to schedule a meeting, which would then be spent gathering information about their finances and goals.

Agentforce has transformed this process. Launched in tandem with a Marketing Cloud-powered advertising campaign, Expert Wealth’s first agent is embedded on a landing page where it can interact with qualified leads 24/7. 

“With Salesforce AI and Agentforce, we can identify target client segments early and connect them to the most suitable adviser, a process aided by our Agentforce agent Sully. These systems detect emerging advice opportunities, mitigate risks, and support what we call Active Advice, using live data to act on opportunity windows in real time,” said Paris Bisley, Co-Founder and Financial Advisor, Expert Wealth.

Sully asks prospective clients a series of questions to better understand who they are and what they want to achieve. For example, Sully can assess whether prospects want to protect, grow, or enjoy their wealth and then match them with an advisor with the qualifications and experience to meet their needs. Sully can also propose times for a meeting and optimise scheduling based on the prospects’ lead score. 

This has reduced the touchpoints required to qualify leads and schedule meetings by 50% and also helped to increase the efficiency of onboarding by 30%, reducing the risk of leads dropping out of the process. Additionally, Agentforce helps advisors gather valuable insights to prepare for their first meeting. Advisors can even start to model what a client’s portfolio could look like and identify the applications to be completed. The first meeting then typically occurs over Zoom, with advisors using Einstein Conversation Insights to transcribe calls and identify actions and opportunities. 

“Advisors can have more meaningful conversations with new clients because they know what the clients want ahead of time and can even share a draft preview of what they can achieve. This is extremely powerful and wasn’t possible until the second or third meeting in the past,” said Bisley..

Agentforce, Data Cloud, and Financial Services Cloud combine to enable active advice.

Expert Wealth adopted Financial Services Cloud nearly two years ago to manage clients’ plans and goals. While the platform provided the business with an in-depth view of client financial accounts and goals, the information gathered by Agentforce and the use of Data Cloud has augmented this view.

Advisors can now track every client interaction and have access to a wealth of data on the health and performance of their portfolios. This includes investment data from platforms such as Netwealth and property valuation data from Domain, which have been unified in Data Cloud.

Expert Wealth now uses calculated insights in Data Cloud to track performance against client goals and identify windows of opportunity. For example, they can identify when clients have secured enough equity in their home to invest in a new property or when they have reached their targeted retirement savings.

Harnessing these insights, Expert Wealth is turning the traditional advice model on its head. For instance, in addition to holding annual reviews, advisors have data at their fingertips to advise clients of milestones and opportunities as they happen and make adjustments to their portfolios in near real-time.

Agentforce and Einstein will help Expert Wealth to scale this model. For example, the calculated insights within Data Cloud can automatically trigger an agent to reach out and schedule a client meeting. Einstein Conversation Insights can transcribe this meeting and draft an action plan for advisors and clients to review. Agentforce can help action this plan by automating or initiating tasks such as the reallocation of funds for a particular investment. 

Unlocking this digital labour with Agentforce will reduce the time and cost of administration, while enabling Expert Wealth to build better relationships and optimise client outcomes.

“Having a complete view of client portfolios helps our advisers and clients sleep better at night, and with the help of Agentforce, we will be able to act on those insights much faster. The potential benefits to our clients are huge as we can reduce their risk of being late to the market and missing out on potential returns” said Bisley. 

This is critical, as without the ability to act quickly, clients could lose out on an opportunity to invest or be forced to sell current investments at a loss.

“Our clients can hit goals like early retirement or buying property faster and with more confidence. Advisors benefit too, serving more clients in less time, with more time spent where it counts; strategy, planning, and results,” said Bisley.

Data and AI drive up productivity and growth. 

While optimising client outcomes is a priority, Expert Wealth is also harnessing its data and Salesforce’s AI capabilities to streamline internal processes and drive future growth. For example, Marketing AI has optimised campaign spend and ROI with insights on the best channels and content to convert ideal clients. Expert Wealth is also building AI agents to automate and streamline internal tasks like drafting emails and updating fields in Salesforce. 

Salesforce integration with platforms used by insurers and accountants has also increased the efficiency and security of sharing data with partners and service providers.

Expert Wealth is now exploring the use of voice AI agents to streamline additional tasks and overcome barriers to effective advice execution. This could include enabling clients to talk to an agent to complete complex underwriting questionnaires over the phone.

Financial Services Cloud and Data Cloud underpin Expert Wealth’s focus on goals-based advice and data-driven results. Agentforce revolutionises the delivery of that advice with a digital labour platform that automates and fast-tracks client onboarding and enables more active advice.

Harnessing calculated insights in Data Cloud and Salesforce’s generative and agentic AI capabilities, Expert Wealth can track client portfolio performance in near real-time and proactively advise clients of milestones and opportunities as they occur, rather than waiting until the client review meeting and risk missing a key window of opportunity.

By unlocking digital labour, Agentforce reduces the time and cost of delivering advice. It also frees advisors from time spent on administrative tasks, allowing them to spend more time with clients and helping them build long-term wealth.

Expert Wealth began its Salesforce journey when Co-founder Bisley set out to find a long-term technology solution for the business. Domestic and international options were reviewed before the company chose Salesforce due to its focus on security and leadership in AI, analytics, and data integration. Expert Wealth kickstarted its deployment by bringing in Clinton Hatcher, Manager, Digital Innovation, who brought a wealth of experience with Financial Services Cloud.

Working with Salesforce partners carbonx and ProQuest Consulting, the company built out the foundations for more automated and data-driven advice delivery. Expert Wealth also partnered with ProQuest Consulting to deliver its first Agentforce agent.

"A key learning was the importance of prompt design and orchestration—understanding when to call actions, what detail to include, and how to structure steps to guide reasoning. We also found that pairing automation with Agentforce inputs significantly improved outcomes. Having the support and expertise of ProQuest Consulting meant we were able to lay the right foundations and get our first agent into production,” said Hatcher.

The business is now leveraging the skills and learnings from its first agent to build new ones internally.