Why Your CRM Shouldn’t Be a Filing Cabinet

For too many advisers, the CRM is just a digital storage room — a place where notes go to gather dust. It’s time to rethink that.

The Problem with ‘File and Forget’

Most financial advice firms have invested heavily in CRM systems — but how they actually use them is a different story. After every client meeting, advisers copy-paste their notes into the system, often adding the bare minimum required for compliance.

Once those notes are filed, they’re rarely revisited. The CRM becomes a historical archive, rather than a living tool that actively supports client relationships and drives next steps.

Meetings Should Create Momentum

Every client conversation — whether it’s a review meeting, a check-in call, or an onboarding session — should lead to clear actions. These might be tasks for your team (updating cashflow plans, following up on a policy change) or commitments to your client (sending follow-up documents, booking the next meeting).

But when notes sit untouched in a CRM, those actions are often missed, delayed, or lost entirely.

Turn Conversations into Workflows

The real value of a CRM comes when it connects directly to your day-to-day work. That’s where Otto comes in.

Otto doesn’t just generate meeting notes — it translates those notes into structured data and clear actions. After every client interaction, Otto can automatically:
✅ Update your CRM fields with key facts (like changes in income, family circumstances, or investment goals)
✅ Suggest next steps for you and your team, directly linked to the conversation
✅ Trigger follow-up workflows, so nothing falls through the cracks

Data That Works for You

When your CRM is enriched with real-time, structured data from client conversations, it becomes more than a filing cabinet — it becomes a real-time client dashboard.

You can spot emerging needs, track ongoing advice processes, and surface opportunities proactively. Instead of searching for that one important note from three months ago, you have clear, actionable data at your fingertips.

Ready to Use Otto?

With Otto, your CRM becomes a true extension of your client service — not just a compliance archive.

👉 See how Otto works