AI Can Help You Become Uncomparable
The best use of AI isn’t replacing what you do. It’s deepening what makes you different.
Yes, I talked about AI last week. And yes, I said we’re all tired of hearing about it. I’m sorry. Here we go again.
There is still a lot of uncertainty about how AI will impact financial advisors. But while people debate that question, I’m starting to see how advisors are already using it to better serve their clients.
In different advisor communities and conversations I’m part of, I’m seeing advisors build entirely new tools for their clients using Claude’s artifact feature. An artifact is an interactive tool, such as a calculator, decision-making app, or comparison chart, that the AI builds for you right inside the conversation. You don’t need to know how to code. You describe what you want, and it creates it. You can then share it with clients via a link.
One of my clients, who works with physicians, used this feature to build a calculator that helps doctors in a medical group evaluate their benefits options. It’s specific to their situation, specific to their decisions, and far more useful than a generic online tool.
And that’s the key: When you have a niche, you can build tools that no one else would think to build because you understand the nuances of what makes your clients different. A generalist advisor wouldn’t know the specific benefits a doctor in a medical group is weighing. A niche advisor does.
I talk about this concept in “Chapter 8: Business Model” of my book, Uncomparable: The Financial Advisor's Guide to Standing Out through Niche Marketing. Advisors who fully commit to their niche design their entire business around their ideal client, including the tools, processes, and experiences they offer. AI just makes that faster and more accessible. You don’t need a developer or a budget for custom software. You need an understanding of your niche and a clear idea of what would help them. That’s how AI helps you become uncomparable.
A note: Be thoughtful about what information any tool you build collects or displays. Do not build anything that requests information that could create compliance issues for your firm.
The takeaway: AI is most powerful when paired with niche expertise. The advisors who know their clients deeply enough to build something specifically for them will always have an advantage over both generalists and algorithms.
