Why embedded AI is changing the advice journey
Richard Wake, Chief Operating Officer, intelliflo
Running an advice business today looks very different from even a year ago. Simply experimenting with artificial intelligence is no longer enough. AI is changing the way financial advisers work, with 74% now using AI in their advice processes, according to our 2026 advice efficiency survey of 209 respondents. So far, the focus has been on areas such as personalisation, automation, data analysis and compliance.
Some advice firms are using generic AI tools such as ChatGPT and Claude. Others are adding standalone AI solutions into their existing systems to handle a specific task. Both approaches have their limits.
Most AI tools aren’t built for financial advice, so they lack the context, terminology and regulatory awareness the profession needs. They also tend to solve isolated problems—such as note-taking, recording or data analysis—rather than improving the full advice journey. That creates a clear distinction: generic AI can help with individual tasks, standalone tools can plug specific gaps, but embedded AI can improve the workflow end to end. When AI sits alongside the core advice process rather than within it, advisers still have to switch between systems and duplicate data entry, adding cost and complexity.
A joined-up approach to AI
That’s why at intelliflo, we’ve taken a different approach and are embedding AI throughout the advice process. The result is intelliflo IQ, which combines AI-powered tools with configurable advice workflows to remove friction for advice professionals.
IQ Engagement Assistant captures client meeting notes and audio, processes physical and digital documents, updates client records and prepares personalised client-ready documents within the advice workflow. Online meetings are automatically recorded and transcribed, with suggested updates to the factfind ready for approval. Client data can then be synced directly into intelliflo office, reducing manual administration and helping ensure your records are accurate and up to date.
Documents are automatically generated and stored within intelliflo office, ready to share through the client portal without extra uploads or duplicate data entry. This creates a smoother advice experience while reducing time spent switching between systems.
Embedding AI throughout your advice journey in this way reduces operational friction. Data can be synced directly into 250+ fields within intelliflo office without logging into multiple systems or manually copying and pasting information, helping you reduce duplicate entry, minimise errors and spend more time with clients.
Our analysis shows intelliflo IQ can map around 90% of relevant meeting information to the correct fields within intelliflo office, helping teams reduce manual effort while maintaining confidence in the data.
Built for advice
We’ve designed intelliflo IQ specifically for financial advice, with governance and control built in to support accuracy, compliance and efficiency across the advice process.
Governance and control are built in. The checks and balances within intelliflo IQ maintain compliance and regulatory requirements, while keeping your advice team in control.
Looking ahead, three new assistants are coming soon: IQ Quality Assistant, IQ Compliance Assistant and IQ Advice Assistant.
- IQ Quality Assistant will review suitability reports, fact finds and presentation meetings against FCA requirements and firm policies, flagging gaps, overstatements and conduct risks before a report goes out.
- IQ Compliance Assistant will bring that same oversight to firm level, spotting weak evidence faster than a manual review and grouping assessments by adviser, product or theme to support SMCR and FCA reporting.
- IQ Advice Assistant will put rules-based intelligence inside the advice process itself. Customised to your firm’s own advice guidelines, it runs a financial health check before a client discussion, flags any shortfalls and suggests recommendations for you to consider. You decide whether to act on a suggestion or choose your own course, staying in control throughout. Once advice is in place, a post-advice check reassesses the client’s position.
Together they move you from finding evidence after the event to building it as you go.
This fits with our core belief that AI is here to assist, not replace, advice professionals. AI can improve efficiency, but it cannot replace the emotional intelligence, judgement and trust that advisers bring to financial planning. That human role remains essential to helping clients make informed decisions with confidence.
AI also has the potential to help address the advice gap. By lowering the cost to serve each client, you have an opportunity to make advice accessible to more people without compromising quality. At the same time, intelliflo IQ can support stronger business performance through greater efficiency and scalability.
To discuss how intelliflo IQ fits into your advice process, please schedule a demo with our team.
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