Why personalization at scale matters

The financial advice industry is becoming more commoditized and democratized. More investors are seeking professional financial management, and with this increased demand comes heightened expectations and pressure. Personalization is no longer a luxury—it’s a necessity.

The data speaks:

• 81% of consumers want a customized experience, but only 28% say companies are “doing great” at delivering it.¹
• 67% of wealth management firms believe those that fail to focus on client experience will fall behind.¹
• 78% of investors say that more frequent or more personalized communication could prevent them from switching advisors.²
• 62% of investors working with a financial advisor would like personalized products and are willing to pay extra for them.³

Why now?

A shifting demographic landscape

The Great Wealth Transfer is reshaping the industry, as trillions of dollars shift to younger generations with different financial priorities. Advisors must cater to diverse clients and their unique needs, whether it’s ESG investing, private markets, or digital engagement.

A looming advisor shortage

By 2034, the industry will face an estimated shortage of 100,000 advisors, while the number of advisor-client relationships is projected to grow to 71 million—up from 53 million today.⁴ This means advisors will be expected to serve more clients, making scalable personalization crucial.

Evolving investment preferences

Clients increasingly seek alternative and private investments, as well as the personalization opportunities offered via separately managed accounts and unified managed accounts (SMAs and UMAs), custom model portfolios, and values-based investing strategies. Advisors must have the tools to seamlessly integrate these preferences into investment plans.

The challenges of implementing personalization at scale

True personalization requires a strategic approach and the right tools. Advisors need real-time, integrated data to deliver a seamless client experience. However, most firms struggle with more than just outdated technology—the sheer volume of available data is overwhelming, making it difficult to analyze and apply in a logical way for better decision-making.

• Siloed, inflexible data prevents a holistic client view.
• Outdated systems  require manual workarounds.
• Lack of automation in key workflows, leads to inefficiencies.
• Disjointed data sources make it difficult to extract meaningful insights.

Technology is the answer—but not just any technology. A fully integrated platform that connects disparate data sources and translates information into actionable insights is key to delivering scalable personalization without adding administrative burden.

How to implement personalization at scale

1. Leverage data to drive customization
   Though data is inherently impersonal, it’s the foundation of tailored service. Integrated data systems connect client preferences, behavior, and investment choices to provide meaningful insights.
2. Implement smart technology
   AI-powered insights can help advisors identify client needs, but AI alone isn’t enough. The right platform should connect disparate systems, enabling seamless workflows that support real-time decision-making.
3. Use an integrated platform
   To unlock true personalization, firms need a tech ecosystem that centralizes data and enhances decision-making. Instead of juggling multiple tools, firms could consolidate their operations into a single, scalable system.

Where personalization at scale delivers the biggest impact

Personalization should extend across the entire client lifecycle. Here’s how technology can enhance every stage:

• Client onboarding – Consolidate multiple accounts and custodians into a single simplified signing process with customized disclosures and firm agreements in one branded package.
• Trading – Align investments with client preferences by identifying specific holdings across multiple client portfolios and executing bulk buy/sell decisions at scale, ensuring seamless portfolio reallocation and customization.
• Risk management – Highlight risk factors across a set of clients, identifying those who may be overexposed or misaligned with their investment strategy. Automatically rebalance accounts based on each client’s unique risk profile, applying tailored guardrails to maintain alignment and mitigate potential risks.
• Reporting – Deliver branded, customized reports with advisor-selected insights, from performance summaries to transaction history.
• Beyond investments – Act as your clients’ trusted financial life coach, using data to track life events, changing financial goals, and evolving priorities.

The path forward

Delivering personalization at scale isn’t just about staying competitive—it’s about helping to fulfill your fiduciary duty in an evolving industry. Advisors who embrace technology and data can make client interactions more meaningful, demonstrate their value proposition, and streamline operations. Leveraging integrated systems helps advisors act in each client’s best interests while making informed, holistic decisions.

How Amplify powers personalization at scale

The Amplify Platform was built by advisors, for advisors. It provides an integrated, data-driven framework that eliminates inefficiencies, enhances customization, and delivers the tailored experience modern clients expect. If you think true personalization is out of reach, think again—Amplify makes it possible.

Schedule a demo to learn more.

Sources:

• https://www.broadridge.com/article/wealth-management/transformation-on-your-terms-investor-expectations-driving-the-agenda
• https://go.ycharts.com/hubfs/YCharts_Advisor_Client_Communication_Survey_2024.pdf
• https://www.cfainstitute.org/sites/default/files/-/media/documents/article/Enhancing-Investors-Trust-Report_2022_Online.pdf
• https://www.mckinsey.com/industries/financial-services/our-insights/the-looming-advisor-shortage-in-us-wealth-management#/