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AI Driven Personalization in Wealth Management

Business Problem

The wealth management industry is under pressure to increase revenue and wallet share, in a “hyperpersonalized” competitive environment. Today, clients utilize digital channels even when they have a dedicated advisor and expect to get access to investment recommendations and financial advice round the clock. Self-service portals for investors is imperative, to improve the asset managers’ productivity and subsequently increase the number of clients served.

Solution Overview

The Wealth Advisory solution powered by Pega Customer Decision Hub provides hyper-personalized financial advisory by recommending the right mix of investments based on the customers’ needs, risks, liabilities, and goals. The solution aims at democratizing access for retail investors to customized portfolios that reflect their personal convictions, tax circumstances, and risk tolerance. The salient features of the solution are highlighted below:

  • Tailored recommendations based on needs analysis, risk attitude, and financial goals.
  • AI-powered investment advice for queries on portfolio diversification, impact investments, tax-managed investments, etc.
  • Measure the success of the marketing effort and level of customer engagement by impression & click-through analytics.
  • Prioritize offers based on real-time asset performance and leverage existing client portals to display product recommendations using real-time containers.


Solution Tenets


AI powered recommendations Incorporate client’s wealth snapshot and client preferences like ESG, tax management and monitor portal activity using interaction history.

Self-Service Investor Portals Put more control in the hands of investors to maintain long-term customer relationships

Adaptive Models Monitor customer response, click-throughs, and success rate by utilizing predictors like client demographics, customer lifetime value, income, etc.

Questionnaire for tailored advice Questionnaire to set up the customer’s financial profile, assess risk attitude, and evaluate financial goals, which will provide tailored recommendations.

Analytics on Offer Acceptance Analytics on acceptance rate, volume by a proposition, volume by channel, etc. Insights on adaptive model performance

Conversational AI Repetitive FAQs/Inquiries handled through Chatbot Real-time guidance on co

Business Benefits

Improve Client Engagement Craft a unique client experience with AI-powered recommendations to bolster engagement and retain assets

Advisor Productivity Improve Advisors’ efficiency, NPS and cost-to-sell ratio with real-time data on fund performance and FAQs/Inquiries handled through Chatbot

Increases sales effectiveness Increase conversion rates with personalized recommendations and analytics on offer acceptance rate, volume by proposition etc.

Improve Investor relationships Proactive maintenance of investor wealth by enabling an adaptive asset mix with portfolio rebalancing

Drive digital innovation Leverage ChatGPT and Adaptive models for AI-empowered investment advice thereby reducing costs

Smarter, faster decisions Real-time insights on fund performance for both advisors and clients, leading to a curated user experience.

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