Most CRM systems promise one thing: efficiency. But in wealth management, focusing on speed alone is a mistake.

Adrian Johnstone, CEO of Practifi, believes the future of CRM isn't about doing more, faster—it's about building deeper, more meaningful client relationships.

Why? Because successful advisory firms don't grow through transactions—they grow through trust. And trust takes more than automation; it takes connection.

Why Efficiency Alone Falls Short for Advisors

The typical CRM is built for high-volume, transactional sales teams. But wealth management is different. It's personal. It's relationship-driven.

When CRMs prioritize efficiency without enhancing the client experience, they create gaps:

• Important life events get missed

• Conversations lose context

• Relationships feel transactional, not human

Efficiency matters—but without engagement, efficiency alone doesn't drive growth.

What a CRM Should Actually Do for Advisors

A CRM for wealth management should be more than a digital Rolodex or task manager. It should empower advisors to strengthen client relationships by:

✔ Helping them remember meaningful life events
✔ Providing clear, real-time client insights
✔ Supporting more engaging, personalized conversations
✔ Encouraging connection—not just automation

The best firms don't just run efficiently—they're memorable. And memorable firms earn trust that leads to long-term growth.

These insights are inspired by the Next Mile podcast featuring Adrian Johnstone, CEO of Practifi. Listen to the full episode here and explore more articles in this series.