How AI & Data Are Reshaping the Advisor-Client Relationship with Natalie Wolfsen

Natalie Wolfsen is the CEO of Orion Advisor Solutions, where she leads the company’s mission to revolutionize wealth management through cutting-edge technology and data-driven solutions. A champion of AI integration and personalized wealth management, Natalie is at the forefront of helping advisors leverage technology to enhance client relationships, streamline operations, and drive industry-wide transformation.

In this episode, Kyle Van Pelt talks with Natalie about Orion’s game-changing partnership with Snowflake, the increasing adoption of AI in wealth management, and how AI-driven tools are revolutionizing advisor productivity. Natalie shares insights from Orion’s latest industry surveys, addressing advisors' biggest tech challenges, integration hurdles, and the growing demand for personalized client experiences. 

In this episode:

• (00:00) - Intro
• (00:59) - Natalie's Money Moment
• (03:36) - Ascent Conference
• (06:58) - AI and data integration at Orion 
• (12:38) - Challenges and the future of tech integration
• (21:12) - Insights from Orion's wealthtech survey
• (25:53) - Why investors switch advisors
• (31:07) - Lessons from Natalie's marketing career
• (37:59) - Future trends in wealth management
• (45:25) - Natalie's Milemarker Minute

Key Takeaways

• AI adoption is no longer optional—it’s a competitive advantage. If advisors aren’t leveraging AI for automation and efficiency, they risk falling behind competitors who are using technology to enhance client service and streamline operations.
• Data integration is the future of wealth management. With advisors increasingly relying on real-time insights, firms that prioritize seamless data access and integration will be better positioned to deliver personalized, efficient client experiences.
• Investors crave human connection—not just digital touchpoints. While advisors believe clients prefer email and digital communication, investors overwhelmingly favor in-person meetings and deeper relationships. Technology should enhance, not replace, human interactions.
• AI’s biggest impact will be on advisor productivity. Rather than replacing advisors, AI is poised to automate tedious tasks, generate personalized insights, and improve decision-making speed, helping advisors spend less time on prep work and more time strengthening client relationships.

Quotes

“AI and integrated workflows are actually being used by 68 percent of advisors, according to this year's wealth tech survey, which we just completed. In addition to that, 43 percent of advisors are planning increased AI investments in 2025. So if you’re not using AI, you’re falling behind.” ~ Natalie Wolfsen

“Our new collaboration with Snowflake is going to enhance data access and flexibility for Orion’s clients. It’s the next iteration in allowing advisors to centralize their own information, both structured and unstructured, in one place.” ~ Natalie Wolfsen

“I believe that the biggest opportunities for AI are actually on the productivity side of the equation. The biggest benefit to advisors is bringing together disparate data quickly, accurately, without asking them for too much time.” ~ Natalie Wolfsen

Links 

• Natalie Wolfsen on LinkedIn: 
• Orion Advisor Solutions: https://orion.com/ 
• Orion Advisor Technology: https://orion.com/advisor-tech 
• Charles Schwab: https://www.schwab.com/
• Orion Ascent Conference: https://orion.com/ascent
• Redtail: https://redtailtechnology.com/
• Snowflake: https://www.snowflake.com/
• Reed Colley: https://www.linkedin.com/in/reedcolley/
• Summit: https://summitwealth.io/
• Eric Clarke: https://www.linkedin.com/in/eric-clarke-06557810/
• Brinker: https://orion.com/brinker-capital 
• The Demon of Unrest by Erik Larson: https://www.amazon.com/Demon-Unrest-Hubris-Heartbreak-Heroism/dp/0385348746
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Connect with our hosts

• Milemarker.co
• Kyle on LinkedIn
• Jud on LinkedIn

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