With Willow, our suite of AI-enabled tools, you don’t have to say, “let me get back to you.” You can ask your Claude, CoPilot, or ChatGPT the exact question, Willow will retrieve the answer and pull it into the thread right there in the moment the client needs it
Right Data, Right Person, at the Right Moment
Few financial products pass through as many hands as a life insurance policy or annuity contract. A BGA places it with the carrier. A carrier underwrites it. An advisor manages the client relationship and services it inside a broader financial plan. Each touches the same policy but from a different vantage point, with different questions and different obligations. Proformex sits across that entire ecosystem, working with banks, broker-dealers, RIAs, BGAs, IMOs, and trust departments, giving us a front-row seat to just how differently business-ready information needs to show up depending on who’s asking.
A BGA supporting a network of thousands of advisors doesn’t have time to manually pull policy details for every policy that comes across their desk, but advisors depend on that support to walk into their own meetings prepared. A financial advisor needs life insurance and annuity details sitting right alongside their clients’ investments and banking products, not off in a separate system requiring a separate login and time to track down. And a home office at a bank or broker-dealer overseeing tens of thousands of contracts and policies needs to see risks and opportunities at scale without losing sight of helping each advisor meet their individual client’s needs.
In each case, the need isn’t for more information, it’s to have the right information delivered in the shape that fits the moment. Adopting AI-enabled tools like Willow makes it possible for a BGA, advisor, or home office to build a genuinely high-touch relationship without adding more manual work to get there.
Enhancing Earned Experience
None of this replaces the advisor. If anything, it raises the bar for what advisors are expected to bring to the table. When Willow handles the digging for data, the reconciling, the double-checking, and the delivery of business-ready information, advisors get their time back for the most important part of their job: reading a client’s tone, knowing when to push and when to listen, and leveraging their earned expertise to turn an uncovered policy detail into a recommendation the client trusts. An advisor who focuses their time with clients on the conversation at hand, not on tracking down the numbers that should have already been waiting for them, is the one who will consistently create more depth in their relationships.
The Next Chapter of Client Relationships
Where this goes next is less about technology getting smarter and more about it getting more specific: understanding who’s asking, what they’re responsible for, and what they need to see next, without anyone having to ask for it directly. A BGA, an advisor, and a home office leader should never have to look at the same dashboard and squint to find their piece of it. But none of that matters if the data underneath isn’t something an advisor could stake a client relationship on. Getting personalization right means pairing context and clarity with the permissions, information security, and data integrity being a valuable partner has always required.
Trust deepens with attention and scales with the right tools behind it. That’s why this next chapter is exciting; advisors didn’t get into this business to chase policy details between meetings. They got into it to build relationships that their clients can trust for decades. Willow’s role is to deliver answers when they’re needed most, so advisors can evaluate the information and provide their perspective for the conversation at hand.