CBJ JANUARY 2026

41 HOW TO MAKE CRM WORK FOR YOU JANUARY 2026 « The Canadian Business Journal 40 D igitalization is the key to success in wealth management, and an intelligent CRM solution can drastically improve business operations. However, a recent study by Nucoro shows that only 20% of wealth managers make use of digital-facing interactions, while only 43% plan to invest in digitalizing their businesses over the next three years. This is further backed up by a recent study by Capgemini, that only 5% of surveyed financial firms had implemented any AI-based strategies in their core business. AS WITH MANY industries, the wealth management sector is experiencing technological disruption, and there is increased pressure to innovate to ensure client retention and customer satisfaction. The study highlighted that wealth managers must evolve the client experience, citing artificial intelligence (AI) capabilities as a key game-changer in the industry. Now that we’re in the midst of tax season and with financial planning top of mind for many people, there is no better time to digitize your business and ensure its longevity by investing in an intelligent CRM solution. Every business has different needs, but intelligent CRM can help you take your business to the next level. Here are four key tips for seamlessly implementing an intelligent CRM system that will lift your business and really make the technology work for you: Research First Customers expect easy experiences, dedicated and personalized engagement, and end-to-end support. Choosing the right CRM solution for your business is the essential foundation for providing good customer experiences. The main considerations when choosing a CRM system are, ‘Which tool can accomplish the most, in the least amount of time, and in the most cost- effective manner?’ Horizontal CRM: Horizontal CRM is a software solution designed to organize, automate, and synchronize sales, marketing, and customer service. It can also be customized to drive adoption. The key, however, is balance, as customization can be expensive and superfluous features can hamper the user experience. On a basic level, Horizontal CRM is low cost and Adam Edmonds provides a host of generic features that can improve your business. Lightweight Vertical CRM: This solution comes with features like UI templates, common process flows, and data model extensions. Clients that choose this type of CRM system will be able to keep their business systems and practices up-to-date and current for a reasonable cost, but further investment may be required to customize the CRM to your exact business requirements. Deeply Vertical CRM: Vertical CRM is purpose-built to meet the specific requirements of an industry. This solution provides end-to- end scripted industry processes geared to drive higher adoption rates, and functionality that includes compliance with industry standards and regulations. With industry-specific features and low customization costs, Vertical CRM understands your business processes and features to help you maximize your investment. Regardless of which CRM solution you choose, keeping the technology current could become costly. However, the price of not Choosing the right CRM solution for your business is the essential foundation for providing good customer experiences.