The Intermediary – November 2025 - Flipbook - Page 27
T E C H N O L O GY
In focus
out CRM systems
but transformation doesn’t happen
when a process gets digitised, it
happens when the process disappears
altogether. The biggest leap forward
isn’t moving from paper to online
forms – it’s moving from online forms
to no forms at all.
When technology gives you the
outcome without the admin, the
motivation problem disappears.
Advisers don’t need to be told to use
it. They want to because it makes
their day easier. When that happens,
adoption isn’t just higher, it’s genuine.
The other advantage is scale. When
a firm’s processes are automated
and consistent, it can handle more
cases without adding more people.
That’s not just efficiency – it’s growth
without growing costs.
Maybe the real issue isn’t that
brokers are using CRM systems badly.
It’s that CRMs themselves were never
built for the reality of advice in 2025.
‘Customer relationship management’
implies something static, something
you maintain. But today, we need
systems that think, connect, and act.
The future isn’t a beer CRM. It’s
an operating system for advice – one
that unites every part of the client
journey, from the first phone call to
the final audit, powered by intelligent
automation.
That’s where AI is already making
a tangible difference. It’s not about
replacing advisers – it’s about
removing the noise, giving them back
their focus, and making the human
part of advice even stronger.
The trouble with CRM systems isn’t
just that they’re clunky or outdated
– it’s that they’ve stopped serving the
people who use them. It’s time to stop
building systems we must motivate
people to use, and start building ones
people can’t imagine working without.
This is what we’ve built with
JammJar, and from the initial
feedback we’ve had from advisers,
we’re prey confident that we’re on
the right track. So, when it comes to
thinking about your business, rather
than asking whether you need a new
CRM, maybe ask whether you need a
new operating system. ●
November 2025 | The Intermediary
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