Rethinking CRM and AI Integration With Adrian Johnstone

About this episode

Adrian Johnstone discusses the integration of AI in wealth management and the importance of focusing on client outcomes.

Adrian Johnstone is the Co-founder and CEO of Practifi, a performance optimization platform that transforms data into insights, action, and excellence at scale. Practifi helps wealth management firms go beyond traditional CRMs and redefine what's possible. With over 20 years of experience in wealth management, Adrian has an extensive background as a consultant and tech company founder, advising businesses on their technology, client experience, and regulation. He is also a renowned speaker at industry events in Australia and the United States. In this episode… AI is everywhere, and financial advisory firms feel intense pressure to adopt it fast. From note-taking bots to automated client communications, the promise of efficiency is seductive. But when technology moves faster than strategy, how do firms ensure AI enhances client relationships instead of eroding trust? Adrian Johnstone, a fintech executive and CRM innovator, explains that the key is starting with client outcomes, not shiny tools. He emphasizes listening closely to customers before building anything and focusing AI on high-impact areas like workflow automation and process standardization. Adrian advises firms to…

People in this episode

Host: Richard Walker

Guest: Adrian Johnstone

Topics covered

• CRM
• AI Integration
• Wealth Management
• Client Relationships
• Data Integrity

Keywords

• CRM
• AI
• Wealth Management
• Client Experience
• Data Integrity
• Workflow Automation
• Process Standardization

Mentioned in this episode

Organizations: Practifi

Places: Australia, United States

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