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It’s a question as old as sales: Which prospects are actually ready to buy?

For the customers of financial advisors, we now have some answers, courtesy of AI. Yelena Melamed, Co-Founder and Head of Product at fintech startup Catchlight AI, joined “The Disruption Is Now” to explain how AI can help advisors identify the most promising leads, personalize outreach, and ultimately close more deals.

In her conversation with host Greg Matusky, Yelena covers everything from the new intelligence AI affords financial advisors to her three-legged stool metaphor for getting the most out of AI.

Watch now: 

Key takeaways: 

AI allows a new level of prioritization and personalization

Yelena discusses using AI and machine learning to create comprehensive profiles of leads. After aggregating data points about a prospect’s background, interests, income, assets, etc., AI compares those profiles against 180,000 successful conversions to see who’s ready to raise their hand. With this kind of intelligence, advisors can better segment and prioritize their leads.

Generative AI can customize messaging to each prospect

Catchlight uses generative AI to help financial advisors create personalized, non-generic email outreach to prospects based on what is known about them from their AI-generated profile. This practical application of AI makes outreach much more efficient.

AI thrives on communications principles

Yelena emphasizes the need to properly frame and direct generative AI models by considering use case, audience knowledge, and sender profile. Greg agrees, highlighting the similarities he sees between crafting effective AI prompts and fundamentals of good communications, like defining audience and voice.

AI is more efficiently turning data into intelligence

Greg discusses how we are evolving from just having vast troves of data to better unlocking intelligence from it, enabled by AI. Tools like Catchlight are fueling that transition from the age of information to the age of intelligence.

Key moments:

● The challenge for advisors (3:08)
● Is there a perfect prospect? (4:50)
● How Catchlight builds comprehensive lead profiles using AI (5:49)
● The counterintuitive details AI reveals about who will actually hire an advisor (8:08)
● Examples of attributes that indicate prospects are ready to convert (10:09)
● Yelena’s three-legged stool metaphor for effective AI use (12:32)

Listen to more episodes of “The Disruption is Now.”