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cover art for Adviice with Owen Winkelmolen | E291

Fintech Impact

Adviice with Owen Winkelmolen | E291

Ep. 291
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Jason talks to Owen Winkelmolen, Founder/CEO of Adviice, a financial planning tool in Canada. It is a client-facing financial planning platform designed to support fee-for-service advisors and all advisors in general. It enables clients and advisors to collaborate in building a financial plan. The origin of Adviice, can be traced back to Owen's financial planning practice, Plan Easy, which he founded in 2018. The discussion touches upon the challenges faced by those in the financial planning space, especially when it comes to handling payments, subscriptions, and client retention.


Episode Highlights 

  • 0.41: Adviice is a platform that manages the entire client engagement process, including onboarding, payment processing, discovery, document uploads, planning, recommendations, implementation, and tracking, all within a single platform.
  • 6.25: Owen explains that the onboarding process in Advice is designed to be user-friendly and efficient, with yes-no questions and multiple-choice questions that are easy for clients to answer.
  • 7.20: What sets Adviice apart is its client-facing approach. Clients actively participate in the discovery process by providing information and uploading documents, and the platform's tailored design turns this into a streamlined and personalized "fill in the blank" exercise.
  • 12:05: Regarding white labeling, the Adviice platform allows advisors and companies to fully brand the platform as their own.
  • 16:23: The Adviice platform incorporates a range of visual tools and features to enhance the financial planning experience and provide valuable insights to clients.


3 Key Points

  1. What sets Adviice apart from many other financial planning software platforms is its emphasis on workflow and planning tools.
  2. The platform's client-facing nature, combined with the ability to mark completed actions and interact with the plan regularly, fosters ongoing engagement and collaboration between clients and advisors. This approach ensures that financial planning becomes an ongoing, dynamic process rather than a one-time event, ultimately leading to better financial outcomes for clients.
  3. The discussion emphasizes the importance of shifting from a one-time financial planning model to an ongoing and collaborative planning experience. It's recognized that the real value in financial planning lies in the continuous planning process, which takes into account the changing circumstances and goals of clients over time.


Tweetable Quotes

  • "Planning software may start with the planning tool itself, and the front-end (client acquisition, payments, etc.) and back-end (modeling) are secondary considerations." - Owen Winkelmolen
  • "The use of visual tools like the Sankey diagram and the contextualization of financial data are essential for helping clients truly understand their financial situation and the impact of various scenarios." - Owen Winkelmolen
  • "The ability to white-label and customize the platform for different niches and client segments is a testament to its flexibility and usability" -Jason. 


Resources Mentioned:


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