The Future of Financial Services | Salesforce

I came to United Capital because of one thing, and that is the passion for doing something different for people and making financial services less scary, making it more human.

If you're going to be in the noble profession of financial services, you have to be ingrained in the choices people make every day.

It's amazing how complex financial lives are. And we want advisors to be able to engage very deeply.

We help people understand what's most important to them so that they can really live without constraints and without regret. Ten years ago, when we started this company, the entire industry really viewed human beings like walking wallets. We just asked this very simple question, what if they're wrong?

What a great opportunity. Kind of come in on the ground floor, really try and think differently about how advisors engage with clients.

We were going to have to find a completely different way of working.

Your technology, your systems and so on, need to be able to talk to one another to support the different paths that you may need to take in order to evolve and be successful going forward.

What we hope technology does is allow us to have more time to connect with people on a real level, to talk about what really matters to people. And Salesforce is embedded in that at its core. What we found is our industry is incredibly boring. It's lots of paper, lots of numbers, and we thought, what would happen if nobody had a pen and a paper? How would you deliver on the experience?

One of the key parts of that is our honest conversations exercise. And that process really gets into some deep discussions with clients about their values and priorities. And we took that process and we moved it online using Salesforce.

Our advisors can look in Salesforce and they can see every decision clients make captured with visual imagery.

It's nice that the tools are able to help deepen that relationship that we have.

It's not using technology as the focal point. It's simply using it as a vehicle to speak to the consumer at the frequency and way that they'd like to.

It just let us reach out to more people and it let us grow and be nimble and fast.

Not just grow in size, but grow in capabilities.

We partnered with Salesforce in the last year to provide a pathway for advisors who want to stay competitive in a changing landscape to robustly and dynamically engage with clients. With Salesforce Financial Services cloud and using.

Lightning to be able to really create a much more intuitive and engaging experience for the end user.

This business should be more human, enabled by machines, and Salesforce is the connective tissue for us. It's the magic that makes things happen.

And the relationship continues to be more important to what we do every day. If you're going to change the world, you have to do it with a group of people who share a similar lens on the world.

We want the human side of the business to be even more important than it's ever been. Without Salesforce, there's no way we could do it. I think that at the very center of United Capital is what differentiates us.

Empathy is the glue that connects us all together. Without it, we're machines. With it, we're human.

All right. Good afternoon, everyone. My name is, my name is Rohit Mana. I'm the general manager of financial services at Salesforce and I could not be more thrilled than to be in this room with you in NYC in the Javits Center. So as part of the world tour, we have the opportunity to go all around the world to different cities and every city is special, but there's nothing like New York. Here's why. I grew up in our western New Jersey. My commute from the Javits center is literally five minutes from here. But it's really about all of you. The conversations with everyone, New York, the feedback, the insight, how you guys are thinking about the industry. I just can't thank you, can't thank you enough. And it's nothing like being back home here in New York. Now, what you just saw in that video is a firm, United Capital, that is all about their customer. They're all about understanding what the goals of their customer and client is, where they're trying to go from their lifestyle. They're having these open, honest conversations with them. You saw that mobile app during the demo in the video and it's all about helping them achieve these through these financial life planning vehicles that they have. And while they're a wealth management firm, what is consistent and relevant to all of us in this room and is the fact that they are very, very passionate about about their customers. And that's something we all need to think about and something I'm incredibly excited to discuss with you today. And that is the fact that we're living in the age of the client and what that means to us in financial services. Now, before we get started, I have to share with you our forward looking statement. I'm going to get up on my toes a lot today. We're gonna have a lot of fun. We're gonna be talking about vision, strategy. You're gonna see great demo. You're gonna hear from an incredible customer what they're doing with Salesforce. But I ask all of you to base all of your buying decisions based off product that's currently available. If you were in the keynote this morning, you heard from Simon Mulcahy about the great success that we've had over the years, that we're on track to be the fourth largest enterprise software company this year. And to me, what's incredibly important for all of you to understand is all of these accolades, all of this success would not be possible without you. And we are incredibly passionate about the success of our customers. Now, in financial services, we've had something interesting over the years where over the course of our 17 year history, we've had the opportunity to work with many of you. Firms of all different sizes, independent agents to large banks, to global insurance carriers across the gamut from capital markets to asset management to wealth management. You know, really everywhere in financial services. And what we do is we spend a lot of time understanding what you're doing with Salesforce, how are you using technology? What I would like to do here is ask everyone a question and that question is, if you're a user of Salesforce today, please raise your hand. Don't be shy, Put them up, get them up high, keep them up there. For all of you who did not raise your hand, I encourage you over the course of today to spend time with everyone, spend time with your peers and understanding what they're doing with Salesforce, how they're getting value, what impact the tool's having for them. And that's something actually my team has the opportunity to spend a lot of time doing and that is speaking with you, speaking with our customers, understanding how they're using technology, how they're using Salesforce to address this age of the client that we're living in. And a common trend that we're seeing right now is everyone is thinking about how do we provide a better connected experience internally with their own employees, across lines of business, externally with your customers. How do we really embrace this digital paradigm that our customers are living in, but also how do we connect with our partners and third party intermediaries externally and how do we really drive this connectivity? Let's walk through a few examples that we're seeing right now. Take banking for example. Everyone in banking is working on getting a complete picture, complete view of the customer across all lines of business. And a lot of firms are using Salesforce to drive their enterprise lead management and referral management strategy and they're seeing incredible success doing that. And it's not just in banking. We're seeing common or similar trends also on the Insurance side. In insurance, it's all about the policyholder. You speak to any carrier, right now, everyone is laser focused on that policyholder. So they're using Salesforce to drive their policyholder retention strategy. Now, from our vantage point when we're speaking with customers, we're not only learning what they're doing with the technology, what impact Salesforce is having, we're also learning what challenges that they're seeing in industry right now. You know, what are the headwinds that they're concerned with. And something that we're seeing collectively across the gamut in Finserve is the fact that everyone is faced with a loyalty crisis with their customers right now. And again, it doesn't matter if it's on the insurance side, the banking side, an independent agent, a large carrier, everyone is concerned with this loyalty crisis. Let's take wealth management for example. What the data is telling us is that 50% of the time there's an attrition when a transfer of wealth or inheritance happens. Just take a second to think about that. So when a child or someone else in a household inherits money, 50% of the time, they leave the institution, they leave their financial advisor and go somewhere else. That is a loyalty crisis in that sub vertical. It's really interesting what's happening in banking. This stat still staggers me every time I look at it, and that is 72% of customers in banking would rather work with a technology vendor like a Google or Apple instead of working with their existing bank, their existing provider. It's also insurance, where over 70% of policyholders feel as if their agent, their broker, is just not understanding them, isn't having the right engagement model with them. So you see, these are just three examples, but it's pervasive across financial services. Everyone's dealing with this loyalty crisis, but here's what's happening. This crisis is creating incredible disruption across the market. Disruption that we've never seen in financial services. And it's coming from every angle. It's coming from the startup firms, the fintech vendors. We've seen the infusion of capital over the past six years from the VCs to the FinTechs. But it's not just these guys, it's also non traditional competitors that are looking at financial services. And they're saying, you know what, there's an incredible opportunity for us here to reinvent the customer experience. And they're not only talking about it, they're doing it, you know, a great place to see where this is happening, do a little bit of research of what's happening in the market in China right now. You'll read about Alibaba. So we probably all know Alibaba from their e commerce side that they reinvented over the years. What happens in retailing. They saw an opportunity on the payment side, on the financial services side to create a better experience there of how one of their customers interacts with them. They launched something called Alipay years ago and they're now processing over 80% of all mobile transactions through Alipay. If you want to quantify that, listen to this number. They process nearly a trillion dollars a year. To give you some perspective, that's three times the volume of what PayPal does in a year. That is unbelievable. And they just fell into financial services. They're an e commerce company. Let's talk about the FinTechs number 26 company that I'm just fascinated with right now. They're a customer of ours, they're based in Germany and they asked a very similar question and that was, you know, there's gotta be a better way to provide banking capabilities and services to customers. And they're doing it. They're a true fintech digital only mobile first company that is reinventing how all of us as individuals go after our banking provider. One of my favorite stats they have done is they said, you know, we're gonna start where there's the most friction in banking and that is with the account opening process. So I don't know if anyone's opened up a bank in the past few years, but it's fairly difficult. I did it maybe two months ago with my wife. We opened up a joint account. It took us multiple hours. Sure many of you have had experience where it's multiple days based on the type of account you're opening up. It's probably not the type of experience you'd like to have with your provider. Number 26 has taken that experience down to a fraction of the amount of time that you brought it down to eight minutes. Where it's all about digital. It's very, very easy to open up an account with them. And they're not stopping there. They're actually taking those capabilities and bringing it out to a much larger partner ecosystem. One of those examples is they're working with one of the largest grocery stores in Germany where you now could go to that shop, do your grocery shopping and do your banking all under one roof. This is what's happening in this space right now. The traditional lines of industries are blurring together. Everyone is focused on just providing A great, connected experience to their customers. Now, if I asked you, if I asked a question to the audience here, I'm sure many of you are thinking about this. It's not new to you. You're probably working with your colleagues inside your firm to come up with a strategy. Maybe you're working externally with a third party, a consulting firm, to figure out how you solve for this. The good news is you're not alone. Many of the biggest CEOs, the titans of Wall street, they're responding now and they're responding publicly. They're making public statements about this change in landscape, about this disruption. You heard from Joe Duran in the video around his ideas, around these disruptive forces and what he's doing at United Capital to address them. One of my favorite quotes is something that Jamie Dimon has said multiple times. You'll see it on the screen here, and that is banks are good at creating pain points. Silicon Valley is great at getting rid of them. You have to love that quote. Now, what's interesting with this change is in my role, I personally have the opportunity to speak with many of these executives to talk about this change, to talk about the disruption, to talk about the pivot to the client. What I'd like to share with you are two core themes that always come up. You know, all of our conversations always gravitate towards these two themes. The first is around personalization and how do you or how do we create a personalized customer experience at scale? It's no longer sufficient to give personalized experiences to a handful of customers, a subset of customers, or just at one line of business, maybe just on the retail side or just in the card side. You have to think about it holistically, across your entire enterprise, across all lines of business. Because remember, this is what your customers are getting outside of industry, and they're looking for that when they come to you, the agent, the broker, the financial advisor. In addition to personalization, it's also about this new currency that we have in financial services. This new currency is speed. So what we've learned from this disruption over the past few years is everyone wants speed. So how do we create this personalized experience, do it fast, and do it cost effectively? So these are just two core themes, two topics that I'm personally discussing when we're having these types of conversations with executives. But here's the thing. These questions are creating incredible opportunity. And what I'd like to do is share with you three areas of where I'm seeing incredible opportunity. And if you'd raised your hand earlier that you are a salesforce customer, or if you did not, raise your hand. These three areas are relevant for all of us. And again, I encourage every one of you that's in this room today to take the time after the session to maximize being at the Javits center with thousands of customers and many Salesforce people to talk about these topics, to talk about these areas of opportunity. So what's the first one? It's productivity. Productivity of your internal employees, your banker on the banking side, your agent or broker, insurance, your financial advisor and their team in the wealth space. The way we start moving towards this personalized experience is driving incredible productivity with your internal employees. And you know what? Data's telling us? They're craving it. We're over 79% of relationship managers. They want new tools. They know that the way that they're going to have more personalized conversations and connections with their customer is having automation of having a technology stack that helps them do this. What's next? What's another area of opportunity? It's about being flexible. Why is flexibility so important? Just talk about regulations. You know, there's more regulations in the past few years in financial services than in the last hundred. And you know what? It's not going to change. They're just going to keep coming at us. They're going to be coming from all different areas. Just a few months ago, the Department of Labor issued their fiduciary rule of what they're looking for, and it's going to be coming out later this year and into next year. On my way to the Javits center this morning, I pulled out my phone and read the news feed and saw that the SEC is also now publicly saying they're going to be launching a fiduciary rule in April. But the question is, who's next? Who's going to be the next sec? Who's the next dol? I can guarantee you there's going to be more and more that's coming to us. And the way you need to embrace this and think about how can I maximize and create opportunity is have a flexible platform. A platform that's agile enough where you could quickly make the changes to your workflows so you can be ready, you can be compliant, and you can allow your internal employees to be as productive as possible so they can continue to drive these personalized experiences with their customers. Why is this important? The third opportunity, and that is the expectation of all of us. You know, at the end of the day, we're all customers of financial services. And we all want a very different experience from our provider. You know, we want this personalization. We want to be treated as if we're the only customer that this agent has. And it's no longer this notion of a segment, you know, something that's just for an affluent segment or just for a Gen X segment. It's really everybody, you know, no matter if you're 17 or 70, everyone's digital now. Everyone's got a phone, everyone's connected, everyone's looking for a very different experience from their financial services provider. So these are just three areas that I wanted to share with you where we're just seeing incredible opportunity as a team and as a company. We've been thinking very, very deeply around these areas. And I wanted to share with you a strategy that we have and it's a strategy of how we can reimagine financial services and how can we allow you to capitalize on this incredible opportunity that's in front of you. And the way we're doing this is we're taking the core capabilities of Salesforce, our customer success platform, our CRM capabilities, and we're making it industry specific to you. We're making it specific to financial services. The way we're doing this is with the four pillar strategy. It starts with research, with speaking with you, listening to you, understanding what you want to see. More from Salesforce, we actually have gone out and done our own survey research. We've surveyed thousands of customers, investors around the world to understand directly from them what type of experience do they want from their provider. Based on these lessons that we've learned and things that we've got educated on, we've determined what it is that we're going to build. How are we going to extend Salesforce and make it specific to industry? What again is. Is the fact that we're going to build. You're actually going to see this in a few minutes. We're going to walk you through demo, something that we've built. But it's not just about us. It's also about how do we marshal together the leading partners across financial services that share a common vision and collectively build a much larger ecosystem and solve a much bigger problem that's across industry. But you know what, this is iterative, it's continual. We have to keep getting more and more feedback from you. We have to keep listening if the message is right, if you'd like to see something different from our product. And in that spirit of listening, what I'd like to do now is invite up someone that you actually saw in the video when we first started the session. And please join me in welcoming Mike Capelli, the head of platform from United Capital, up on stage here.

Hi, Rohit.

Mike, good see you. Nice to see you. Good, good, good video. You look good up there.

Thank you very much. Thanks to Salesforce for putting that together with us.

Sure. Happy to. So, Mike, you know, I've known you for many years now. We've talked a lot over the years about this change in financial services, this disruption. Could you share with us your vision for what's happening in industry right now?

Sure. You know, there is a lot of change going on in the wealth management space currently. And the way that we think about it and think about the wealth management industry overall is really like a pyramid. And at the base of the pyramid you have investment management, which almost every advisor out there provides as a service to their clients. In the middle of that pyramid you have financial planning, which a portion of advisors do. But a lot of times it's just kind of a one and done. They'll put together a big financial plan. It's 80 pages delivered to the client and never touched again. And then you have the top of the pyramid. And this is really where we've focused our energies. This is where financial life management is. And it's really providing a service to clients to be able to help them with all of the key financial decisions that they make throughout their life. And that's really the evolution and where we see advisors who are looking to succeed moving to. And what's interesting about that is as well is kind of the different challenge you have there in the bottom part of the pyramid. Investment management, financial planning. To some extent, technology plays a really big role and in fact can be the only solution that might be provided to a client. It may be completely technology enabled. When you're looking at the top of the pyramid, typically you're dealing with clients and they get in situations where they have more complexity in their life. There's a huge downside to making an incorrect decision. And it's at those times where they really want to engage with a person. They want to engage with somebody who can provide empathy and judgment to the situation. And at least not now. Technology can't deliver on that. And for us that was an interesting challenge around really how do you blend technology with the advisor? Right. And we like to think that we're kind of building bionic advisors, that's how we phrase it. But it really is, you know, kind of meshing the best of the two worlds together.

There I really like that construct, the idea of blending the physical and digital and the idea it's different at the different stages in the pyramid. So you mentioned technology a few times there. Could you share your vision for technology across the pyramid and how Salesforce is fitting into it?

Sure.

You know, we had a simple view kind of when we started the company around, you know, thinking how would things be different if there wasn't a pad and a pen. So if you took away the pen and the pad, how would everything work? And that kind of drove how we looked at what we developed. And so we've developed custom applications to be able to support those conversations, those financial life management conversations that advisors have with clients and really use the, you know, the power of the openness of Salesforce really to be able to tie together, you know, custom things that we've built, other providers that are part of the Salesforce ecosystem as well, pull that all together within the CRM and provide kind of that singular lens into the client relationship for the advisor.

What I've liked, as we've talked that you've really solved for this technology stack for your advisors that are under the United Capital umbrella. But I also believe you've told me that you've actually taken that outside now where you're white labeling that stack and kind of going to independence. Can you talk a little bit about that?

Yeah, that's correct. So yeah, we built the solution and we use it with our, with our United Capital Advisors. Currently we have about 16 billion in assets that we have on the platform there. But we found that you look at what's going on in the wealth management industry and you look at the challenges that advisors have, whether it's them looking and seeing low cost investment oriented solutions come into the marketplace and if they continue to just deliver an investment management only solution, they're going to have to compete at a much lower price point or they're looking at the technology solutions that are out there and really just trying to figure out how they piece all this together. But you know, we saw an opportunity to really help the marketplace and help them navigate that. And so yeah, we've taken the platform and we've started up a new channel called FinLife Partners that they can tap into basically and license what we've created.

I call that just helping financial services overall. So want to end with one last question. So as we started working on this vision, this strategy about two years ago, you guys were one of the first firms we went to as we decided to start building, start building financial services cloud, you Guys heavily advised us. You know, what is your thoughts on what we've built and where we're taking it?

Well, I tell you first, certainly appreciate the opportunity to be part of the process. And I think it's really a testament to Salesforce and their approach to really tapping into their customer base to understand how they need to continue to innovate. It's something that we do ourselves and kind of how we run our business. And again, it was great to be part of that process. You know, one of the really interesting things that I've seen that's come out of the whole effort really goes back to that concept of this ecosystem that Salesforce has. And you know, we leverage a lot of different providers in this space. And what's been really interesting is how going down this path and going down this vertical, Salesforce has taken that ecosystem and the providers that support the wealth management space and really brought them up to the next level and, you know, made them provide enhanced services and again, something that will benefit anybody that's on the Salesforce platform. So that's been really incredible.

Well, Mike, with that, I can't thank you enough for all your advice and help over the years. And thank you so much for joining us here in New York today. Big round of applause for Mike. Thanks again. So you know what I love? With what Mike is leading at United Capital, it's really this movement and it's this movement to the customer and they're really reinventing the engagement model with all their clients across the landscape. What I want to share with you is a way for you to think about this as well. Something that you could take back to the office. And that is, how do you start thinking about moving from this traditional engagement model to this more personalized relationship model? And it's really about the modern day kyc. It's truly about knowing your customer. And why should KYC only be part of an onboarding process? It shouldn't be because as you start knowing your customer very, very intimately, it's going to go pervasive across the organization. Let's take example from a marketing side. You know, when you interact with a customer, every interaction should feel hyper personalized. That customer should feel as if they're the only customer that you have because they just wonder, how do you know them so well? It's also about thinking in advance of the customer, answering questions that they've not even thought about yet. So being as proactive as you can with that customer and no longer waiting for the customer to come to you and then reacting it's about thinking that a customer is not just a series of transactions and records. It's what Mike was saying. Customers have goals, they have needs. It's about helping them achieve those goals and then bringing or creating the right products or services around that. And the last thing to think about is it's about taking your services and capabilities to the customer when they want to interact with you. The great news is, all of you in this room, you've got a great starting point. You've got incredible data. This is the building block to becoming personalized. Your opportunities to enrich this with what your customers are sharing publicly about life, events, goals, they have interests. Then taking this data and bringing it into the salesforce, allowing us to derive more knowledge out of it, allow you to get insight and make it actionable. And actionable is how you drive this personalization at scale. Now, if you were in the room last year at the world tour, you heard us talk about this, you might have remembered we mentioned that we're gonna be building a product that was gonna start addressing this. The good news is that product is available today. We call it Financial Services Cloud and we're taking the world's number one CRM and reinventing it for financial services. So what I'd like to do now is not talk about it anymore. I think it's time to see it. So to do that I'd like to invite up Aaron Agrios, who's the go to market lead for Financial Services Cloud to walk you through demo. Hello, Aaron, over to you.

Thank you. Thanks, Rohit. Round of applause for Rohit. Thank you. All right, we've reached the participation portion of our event. So I'm going to ask for a show of hands. How many of you were in the room last year at the world tour? Okay. Okay. So some of you are new. So we did, we did a sneak preview of a product that we were building specifically for financial services. And I'm excited to be on stage today to show you for the first time a generally available financial services cloud. So I'm going to play the role of a financial advisor. So some of you in the room might be saying, you know, I'm in insurance, I'm in retail banking, I have insurance agents, I have premier bankers. Is this for me? Yes, it is. Think of this as a high touch relationship management platform that I'm going to show you today. And I'm going to be engaging with one of my clients, the Adams household. And at the very end, we're going to show you how the Executives in the room can engage with Financial Services Cloud on their mobile device. So let's hop right in. Jeff's going to help me show Financial Services Cloud this beautiful product. So I'm logged in as Jane, as the advisor. I work at Cumulus bank and I'm on my client profile page, Nigel, Adam. And right away you can see this page is tailored for me as a financial advisor. Over to the left, I have everything that I need to manage my client relationships. As an advisor, I've got all of the information right at my fingertips. Up at the top of the screen, I've got information like you would total financial accounts, assets under management, but it's bubbled up to the top. Now, I didn't have to click around to find this information, so I'm as productive as possible. Let's head over to the right of the screen. This is where all of my client interaction information is captured. So if I'm engaging with Nigel or my team is engaging, all of this information is captured right here in real time. So we always know what's happening with Nigel. So it's all available for me at the desktop. But what happens if I'm out of the office? As an advisor, I can be out of the office often. So over on my mobile device, all of that information that you saw on the desktop is available for me in the palm of my hand. So you can take notes like you would expect. But now I can make these notes actionable just with the swipe of my finger. Jeff, that was super quick and it's so cool. Let's see that again with just the swipe of my finger. Did you see that? I mean, it's amazing. It creates a task. So when I'm back in the desktop, I can see all of that information. You have all that available to you right now. So let's go back over to the desktop because now that I've got all of this information right here, let me tell you why this is important. Typically, as an advisor, I'm toggling between multiple systems to stitch this information together. But in Financial Services Cloud, it's all right here. We delivered Financial Services cloud with pre built reports and dashboards so I could get a business overview in the click of a finger. I can see my book of business, I can see my clients, I can see total households, I can even see everything. But now with forensic levels of insight, that detail so that I can make really good decisions in real time. No more waiting for my assistant to send me those reports, waiting weeks and weeks, I can get it all right here. But you might be saying, you know, I'm an advisor, this might not be exactly how I want to see this. So what do I do? How could I do this? There's probably some admins in the room, right? Is this easy to do? Let me just quickly show you how I can do this. So let's take the total financial accounts at the bottom and we're going to move that up to the top of the screen in just a few clicks. Drag and drop. That easy. And now I've got this information, I'm going to format it a little bit, save it. And now my team is focused on that key metric that I need. But as we were building financial services cloud, our customers said, erin, we need the ability to slice and dice our book of business no matter when or what we're doing. So we built powerful engagement opportunities so that I knew exactly which clients to reach out to and for what purpose. So you can see clients with held away assets. I can even see my platinum clients that I haven't reached out to them in the last 60 days. I mean, this is gold for an advisor. This is a great opportunity for me to reach out or have my team reach out. But I need to grow my book of business and I do that through referrals. So here you can see I've got my top centers of influence and the number of referrals they've sent to me. I probably want to spend a little bit of time with them to make sure that they continue to send me those referrals. Great. So I've got all of this information and again I said we need to be able to slice and dice this. So I could either click into this and look at a report or I could go look at the client segmentation capabilities that we built in financial services cloud. Our customers said we want to be able to look across my book of business, but I want to be able to use filters so that I can get exactly the type of information that I need in that moment. We also built pre built capabilities and I love this one. Right. Who doesn't love birthdays? Clients with birthdays this week. That's a great example. Birthday cakes, balloons. Let's drill into this. So I've just shortened that list from 200 clients to down to four. And if I sort that information, I can see that Rachel Adams, one of my top clients, it's her birthday tomorrow, so we're going to give her a call. But before I do, I need to know exactly what's been happening with Rachel since we last spoke. So we're going to go back to that client profile page and I'm going to show you a little bit more information. So right away, I've got a really nice view of her financials. I can see a summary information. I can even see detail. But I'm going to show you that in a little bit of different view in a minute. And I can see that the wallet share is 97%. I mean, we are managing a significant amount of Rachel's assets. But in today's world, and you heard Rohit and Mike talk about it, it's not just about the primary investor, it's about the relationships that Rachel has. So let's go to the relationships tab. Okay, who's paying attention? What changed on this screen? The wallet share, my friend. Yes. All right. That wallet share, now that I'm looking at, the household wallet share went to 51%, which is odd because I have a good relationship with Rachel. Why wouldn't I manage more of her household assets? So we're going to come back to that in a second. But I get really excited about this relationships tab, and sometimes the screen doesn't do it justice. When we built financial Services cloud, our customers said to us we need to be able to manage those complex relationships natively in Salesforce. And so that's what we built. You can see on the screen here, I can see not just Rachel and my interactions, but I can see her immediate family. I can see the events and tasks and calls that I've had with them, and I can see her extended relationships as well. You heard me about centers of influence earlier. All of that is tracked right here. And why is this so important? Because as an advisor, typically this information is scattered across multiple systems, giving me an incomplete view of my client relationships. It's just not acceptable in today's day and age. So let's go back to that 51%, because that is an important number. So earlier you saw we had engaged with Nigel. My team had talked to him about his inheritance. His inheritance, that's at an outside firm. Ah. That's probably what's driving that 51% wallet share. So I'm going to head over to the Adams household now to get a slightly different view. Remember, I said I was going to show you financial accounts in a different view. So now I'm not just looking at Rachel's financial information. I'm looking at Nigel's financials information as well. And does anybody else notice anything different about this screen? I can see the Heldaway assets that Nigel has. So we have a really good relationship with Yodeli investnet and we're bringing in that Heldaway asset information so that I get a complete view of the financials that the Addams family has. So when we built financial services cloud, we focused on the partner ecosystem, right? You heard me talk about envestnet, Yodeli, Asi, Athene Group, Informatica. All of what we're doing is try and bring this information into financial services cloud. So me as an advisor, I can see this through a single pane of glass. This is really, really powerful. Okay, so I know Nigel has held away assets. I know where they are. I've got pretty good performance. How many people think that I should call Nigel now and ask for him to move his assets? Tim, no. You know, and that was the old way of doing things. In the new way of doing things. And Mike, perfect example, talking about financial life management, this is about goals based planning. And so we continue to expand our relationship with our partners, our financial planning partners. And we're bringing goals based wealth management to precisely where the client interaction is happening. So I can see the retirement information. If you scroll down a little bit, I can see that they want to own a vacation home in the Catskills. I mean, if I'm an advisor and I can help them get to that goal quicker, I mean, they're going to love me. Who wouldn't want to own a home in Catskills? So now that I've got enough information, I'm talking about goals. I can be proactive, I can be more personalized in my approach. I can call Rachel, I can wish her a happy birthday, and I can suggest a really good strategy to move those assets to my book of business and put a plan together to help them achieve that goal. I mean, that is a really powerful phone call. Great. So let's fast forward right, a couple of weeks. We've really earned the trust of the Adams household and we've been interacting with them for a private client community. Digital, right? How many of you are thinking we need a digital strategy? Our clients want to interact with us differently than they do today. So now all of the client interaction and documentation is captured in the community and they can interact with me whenever they need to. So this is great. So this isn't just about technology for technology purposes. This is helping me be a better advisor, provide that personalized advice. And even when I'm out of the office, I'm getting alerted on the things that need to be most important to me at the top of my to do list. You can see all of this information. It looks like we skipped ahead a little bit. We're going to show you the Wave dashboard. So just to close that out from an example, from an advisor's perspective, you could see I could manage that deep relationship and provide personalized advice. So now if I flip over to Tom, how many of your executives in the room are always on the road? I'm always on the road. I manage my business from my phone. Right. So with Wave Analytics, I have all of this information at my fingertips. I can slice and dice this business, my book of business, no matter how I need to, and I can make decisions while I'm on the road and I take an action from my mobile device. So we're going to show you a couple more things, but we are out of time. If you are interested in seeing more, the Expo, which you can hear right behind us, is available and we can come show you all of the things that I showed you today. So thank you very much.

All right, Aaron, high five. Love that demo. Who doesn't want to see that? So here's my ask of you. Let's keep this conversation going. As Aaron said, we've got a great expo hall right outside the room here. Get hands on with the product. On the lower level, we have a networking zone, we're going to have little mini sessions. So again, let's keep this conversation going and a big thank you for all of you for spending the last 40 minutes with us. Thank you again.