Redtail Technology Adds AI to CRM System

Redtail Technology has added artificial intelligence (AI) to its customer relationship management (CRM) system. The system analyzes emails, notes and text messages to predict client needs.

Specifically, the CRM system looks for client sentiment by identifying and categorizing their opinions. This will allow advisers to mitigate any issues that arise.

It also looks for key phrases and sorts them into relevant categories. Furthermore it looks for topics, brands, products or goals that are gaining or losing traction with client.

“Given the volume of data typically required for a machine to start learning, this level of artificial intelligence has only been available at large institutions, until now,” says Brian McLaughlin, CEO of Redtail. “What’s most exciting about this rollout is that Redtail has democratized access to AI to create a more intentional, informative process by which advisers at any firm can interact with their clients. Think of the endless possibilities that exist in our industry to extract information that gets to the heart of who clients are, and what they want.”

This rollout comes a year after Redtail launched Speak, a compliance-approved platform for advisers to text message with clients.