Advisor Success Story:
From Redtail Frustration to Salesforce Performance
Tools Used: Salesforce Financial Services Cloud with Marketing Cloud Account Engagement (Pardot)
Situation
The Challenge: Legacy CRM Holding Advisors Back
A fast-growing financial advisory firm relied heavily on its CRM to serve clients — but Redtail created ongoing operational friction.
Key challenges included:
- Time-Consuming Manual Workflows
Creating and updating tasks was slow and clunky. Each step had to be logged manually, with no automation for next actions or reminders. - Limited Visibility into Client Relationships
No 360° client view. Advisors had to log into multiple systems, including custodians like Schwab and SEI, to see balances and holdings. - Inefficient Reporting
Static reports, requiring manual exports to spreadsheets, offered no instant insights into pipeline metrics, client touchpoints, or household summaries. - Basic Email Integration
Emails weren’t automatically linked to client records, creating documentation gaps and compliance risks. - Lack of Scalability
Adding new advisors, customizing layouts, and segmenting clients by service tier required time-intensive workarounds. - Rigid Workflows
Legacy workflows lacked flexibility and could not adapt to multi-step, branched processes.
Industry: 

Wealth & Retirement Plan Advisory
Previous CRM:
Redtail
Services Delivered: 

Salesforce Financial Services Cloud with Marketing Cloud Account Engagement (Pardot)
The Turning Point: Modernizing with Salesforce Financial Services Cloud
The firm implemented a modern advisor workspace built in Salesforce Financial Services Cloud, integrated with Marketing Cloud Account Engagement (Pardot), transforming how advisors manage relationships, track data, and grow their book of business.
Solution
The Solution: A Connected Platform for Advisors
Data Migration and Structure
- Exported, cleaned, and imported thousands of client records, notes, workflows, and account data from Redtail into Salesforce.
- Created custom data mappings to ensure complete retention of client history.
- Built custom objects for tracking both traditional wealth management and retirement plan details.
Advisor-Friendly Workflows and Action Plans
- Converted static legacy workflows into dynamic Action Plans.
- Advisors can launch processes like onboarding, money movement, or compliance in one click.
- Added conditional branching logic for automated task updates and role-based assignments.
- Embedded step-by-step instructions for easy onboarding of new advisors.
Real-Time Account Visibility
- Integrated Schwab and SEI custodial feeds directly into Salesforce.
- Advisors access live balances, positions, and recent activity without leaving the platform.
- Financial accounts auto-update nightly for accurate, current data.
Intelligent Dashboards and Reporting
- Delivered role-specific dashboards with:
- Pipeline and AUM growth by advisor
- Upcoming meetings and action items
- Recent firm-wide activity
- Enabled one-click drill-down into reports without requiring Excel exports.
Seamless Email and Calendar Integration
- Implemented Einstein Activity Capture to auto-sync emails and events with client records.
- Advisors now have a complete interaction timeline for better follow-up and compliance tracking.
Custom Record Layouts
- Configured layouts tailored to advisor needs, including:
- Household structures
- Client goals
- Service tiersÂ
- Segmentation tags
- Live account data
- Simplified navigation reduces clicks and boosts productivity.
Marketing Automation Integration
- Connected Marketing Cloud Account Engagement (Pardot) for targeted campaigns, newsletters, and engagement tracking.
- Advisors segment clients by AUM, service level, or custom criteria with ease.
Training and Ongoing Support
- Delivered recorded training sessions aligned to real advisor workflows.
- Created quick-reference guides and embedded tips in Salesforce.
- Configured permissions and profiles to keep advisor focus on relevant data only.
Results
The Result: A Modern, Scalable Advisor Platform
| Redtail Limitations | Salesforce FSC Capabilities |
|---|---|
| Manual task creation and updates | Automated workflows with dynamic branching |
| No integrated account data | Live custodial feeds with nightly updates |
| Static reporting via spreadsheets | Real-time dashboards with drill-down |
| Email not linked to client records | Automatic email and calendar sync |
| Complex setup for adding new advisors | Simple scalability with custom profiles |
| Rigid, single-path workflows | Flexible action plans with conditional logic |
CONCLUSION
Impact for Advisors
- More Time with Clients
Workflow automation and live data free up hours for relationship building. - One Source of Truth
Advisors can view notes, holdings, tasks, and communications in one place. - Scalable Growth
Adding advisors and modifying processes is straightforward — supporting expansion. - Better Client Experience
Faster onboarding, proactive service, and consistent follow-up drive trust and retention.
The Next Step
With Salesforce Financial Services Cloud in place and integrated marketing capabilities, the firm now operates from a single, powerful platform designed for long-term growth. Advisors can focus on high-value engagement, leadership has greater visibility, and clients benefit from a consistent, professional experience.
