RBC Wealth Management increases advisor selling capacity with Agentforce.

Despite rising demand for their services, financial advisor capacity was limited by manual processes and disconnected tools.

For more than a century, RBC Wealth Management, a division of Canada’s largest bank, has helped individuals, families, and institutions grow their wealth and build strategies tailored to their goals, needs, and plans for the future. Even though they’re already the fifth-largest wealth management provider in the U.S., RBC Wealth Management’s growth goals are only getting more ambitious. Between 2018 and 2025, the company doubled its business. Now, they want to do that again — in half the time. With more wealth to manage than ever across the U.S. and a shortage of experienced advisors, RBC Wealth Management knows they can’t meet growing demand through hiring alone. 

That puts pressure on their 2,200 financial advisors to serve more clients, more efficiently. But manual customer relationship management (CRM) updates, portfolio research, meeting prep, and note-taking left little time for the strategic conversations that drive value, let alone taking on new clients. Even answering the kinds of common question advisors are trained to handle could take hours or days. For example, if a client asked how new legislation or a market shift could affect their portfolio, an advisor would have to dig through internal knowledge articles, trusted market analyses, and individual client plans to make a recommendation. This process took too long in a world where clients expect real-time guidance on fast-moving topics that could affect their financial future.

Disconnected tools and data also slowed advisors down. Like many large, established companies, RBC Wealth Management has built a complex tech stack over the years. As their offerings expanded and the customer base grew, they added new apps and systems to support the business. And, while everything generated valuable data individually, that data was trapped in siloed tools. For advisors, getting a full picture of a client’s portfolio often meant jumping between platforms or running the same search in multiple places.

RBC Wealth Management knew that to help more individuals and families meet their financial goals, they needed to rethink how their advisors were working. They saw an opportunity to build smarter tools so that their advisors could spend less time searching for answers and more time connecting with clients.

Agentforce puts trusted answers at advisors’ fingertips, right when they need them.

RBC Wealth Management’s next phase of growth is focused on becoming simpler, faster, and more innovative. Agentforce, the agentic layer of the Headless 360 platform, is a key part of their strategy to get there. 

The company’s first AI agent for client meeting prep helps financial advisors prepare for client meetings faster, more thoroughly, and with less effort. Launched in just six weeks, Agentforce is accessed right from the customer’s “Household Summary” page in Financial Services Cloud, RBC Wealth Management’s main CRM where advisors already work. With a click, Agentforce gets to work, automatically reviewing a year’s worth of structured and unstructured CRM data. It then delivers a consistent, print-ready one-pager for the advisor, complete with portfolio details, upcoming tasks, and personal preferences and milestones — like a favorite restaurant or upcoming anniversary.

What used to take at least an hour of digging through client data and past interactions now takes less than a minute. Agentforce gives every advisor instant access to high-quality, in-depth insights before each meeting — often surfacing important details they might have missed before. Instead of synthesizing data, advisors can reallocate their extra time to building stronger relationships and connecting with new clients.

“You don’t want AI managing your finances, but if you have a quick question or want to update your address, that should be simple,” said Rohit Gupta, Head of Digital Advisor Platforms. “Agentforce is freeing up our advisors to focus on deeper engagement.”

Encouraged by the success with their first Agentforce deployment, RBC Wealth Management launched a second AI agent, which they call Knowledge Pro. This tool gives advisors one place to check internal policies, procedures, FAQs, and training materials — all unified in Data 360. With just a click, an advisor can ask Knowledge Pro a complex question like, “Does this client’s portfolio align with their low-risk appetite?” — and Agentforce handles the heavy lifting. 

Behind the scenes, Agentforce sends each question through a secure Anthropic LLM to understand what’s being asked and responds by reasoning across unified data in Data 360. Agentforce consults the company’s latest policy and procedure documents pulled via MuleSoft API, as well as CRM data like client and account info, to find the best answer and recommendation — like a lower-risk product mix tailored to that client. It responds in clear, conversational language, with links back to original sources so advisors can trust the answer, while staying in control, and digging deeper if needed.

“Agentforce is literally changing the way we work,” said Greg Beltzer, Head of Technology. “Search is dead.” The ability to prepare for meaningful conversations faster — and answer important questions on the fly — is helping RBC Wealth Management’s advisors build strong relationships with new clients and deepen trust with longtime ones. With financial advisors and AI agents working together, guidance stays personal and reliable, while advisors have smart tools to serve more effectively and efficiently.

With over 20 more use cases on the horizon, including real-time sales support, personalized portfolio recommendations, and automated document handling, Agentforce will help RBC Wealth Management set a new standard for productivity in financial services.

Salesforce’s deeply unified platform gives advisers a full view of each client’s goals and needs.

RBC Wealth Management built a strong foundation for agentic AI by centralizing their CRM, marketing, analytics, and collaboration on the deeply unified Headless 360 platform. 

That foundation started in 2019 with Financial Services Cloud, which serves as the company’s primary CRM and unifies nearly all its data. With help from Salesforce Professional Services, RBC Wealth Management consolidated 26 disconnected systems into Financial Services Cloud, streamlining operations and improving data consistency across teams. Today, 16 partner apps supporting advisor workflows — from account opening through portfolio management — are integrated into Financial Services Cloud using MuleSoft APIs. From there, Data 360 takes over, ingesting and harmonizing this data alongside information from Marketing Cloud, Slack, Tableau and internal sources like RBC’s intranet, client portal, and transaction systems. The result is a real-time, complete view of each client that powers everything from automation to AI.

This tight integration between Financial Services Cloud and Data 360 eliminates friction for advisors. They no longer need to switch tabs or dig through reports. Instead, Data 360 makes it possible to surface the right information at the right time, helping advisors act on insights and serve clients more personally and proactively. 

“For anyone starting an AI journey, Data 360 is your Swiss Army Knife. It’s the Rosetta Stone that helps you transform and use data,” said Beltzer.

More than 6,000 of RBC Wealth Managements employees now use Salesforce tools, with a 95% adoption rate — more than double what the company saw with its previous CRM. Teams across operations, compliance, and finance still use workflow-specific apps, but everything connects through MuleSoft, making data accessible organizationwide while reducing data maintenance costs by 50%.

Each part of the Headless 360 platform plays a role in elevating the client and advisor experience: 

• Marketing Cloud: Supports personalized outreach powered by unified client data. Advisors manage campaigns through a branded hub called Campaign Central, where they can target messaging by lead or prospect. 
• MuleSoft: MuleSoft facilitates all of RBC Wealth Management's integrations — and every one of them is fully interoperable, meaning the systems work together and share information smoothly. With MuleSoft, advisors can handle everything they need to deliver stand-out client experiences. Whether it’s sending documents for signature, pulling up a quick view of service history, or reviewing market stats, they can do it all right inside Salesforce. 
• Tableau: Puts real-time insights at the center of daily work, connecting directly to data in Financial Services Cloud to give advisors instant visibility into account health, client activity, and sales metrics — so they know exactly when to follow up. 
• Slack: Acts as the company’s work operating system, enabling employees to collaborate in real time by sharing Tableau dashboards, receiving notifications about key changes, and accessing data right in the flow of work. It’s a more intelligent, responsive, and collaborative way to serve clients.

And behind the scenes, more than 1,000 flows run across Salesforce each day to automate tasks, trigger updates, and keep operations running smoothly. With a unified CRM and data strategy, checking an account status now takes seconds — freeing advisors to focus on building new relationships and delivering exceptional service at scale.

“Salesforce has an inherent advantage over everyone else because you have metadata,” said Beltzer. “It’s just built into the platform. And that genius was why we were able to move with agents very quickly.”

When RBC Wealth Management set out to bring AI into their business, security, trust, and control were nonnegotiable. But in financial services, adopting new technology isn’t as simple as flipping a switch. With strict regulatory requirements and high expectations for security and compliance, RBC Wealth Management couldn’t just adopt off-the-shelf AI or automation tools. Every new system needs to be secure, transparent, and explainable — with no room for error or hallucinated results.

Agentforce, powered by the Atlas Reasoning Engine, runs entirely within the Salesforce Trust Layer. Outputs are grounded in reliable data, fully explainable — a must for financial regulators — and protected from end to end. With a near-zero hallucination rate, Agentforce gave leadership even greater confidence in its use.

RBC Wealth Management runs Anthropic on Amazon Bedrock, which operates inside the Salesforce Trust Layer. With tools like Prompt Builder, they can fine-tune Agentforce responses while maintaining strict quality controls.

Data 360 adds another layer of protection. RBC Wealth Management already encrypts all company and client data using Shield, and now benefits from additional safeguards like data masking and granular identity and access controls — all while supporting real-time agentic AI use cases.

Salesforce’s zero copy architecture and managed data model further reduce risk by ensuring data never leaves the platform. Agentforce operates within defined guardrails and never pulls from external sources. MuleSoft reinforces this setup, giving RBC Wealth Management precise control over what data flows into Agentforce — down to individual users and APIs. 

RBC Wealth Management refused to compromise between innovation and data control. Salesforce delivers both, allowing them to move fast, stay compliant, and support advisors with confidence.