The whole story, even if the conversation started years ago
How Pluijm Advies brought together advice files, policies and contact history so that every adviser instantly has the complete picture and every contact moment is carefully recorded.
In short
Ambition
An advisory relationship that lasts thirty years deserves a customer view that lasts just as long.
Approach
Contact moments, policy information and advice files brought together in one environment, with automatic recording and summaries.
Result
Every contact moment is recorded in the file, and preparing for an advisory meeting now takes a third of the time on average.
About Pluijm Advies
Pluijm Advies has been a household name in The Hague for over sixty years. What began as an insurance office on the Willem de Zwijgerlaan grew into a full-service advisory firm for insurance, mortgages, pensions, financial planning and estate planning, for private individuals, entrepreneurs and businesses. The firm also has its own specialism in advising expats.
That calls for a different kind of customer contact than at the average organisation. A client doesn't call every week. But when they call, it matters: an expiring fixed-rate period, a claim, a pension coming into view, a move abroad.
At such a moment the adviser needs the whole story at hand, even if the previous conversation was seven years ago, and with a colleague.
Industry
Financial services: advice and intermediation
Target group
Private individuals, entrepreneurs and businesses, with a specialism in expats
Services
Insurance, mortgages, pensions, financial planning, estate planning
Team
12 employees
Office
The Hague
Supervision
AFM licence, affiliated with the Pensioenorde and certified through the FFP
The starting point
A client calls on Monday morning. Seven years ago Pluijm Advies arranged his mortgage, three years ago a disability insurance was added, and last year he spoke to a colleague about his pension. Now he wants to know what it means if he works less.
To answer that question properly, an adviser first needs the full picture: which products are running, what was agreed at the time, and why that structure was chosen. That picture always existed: the firm records carefully, that's the foundation of the profession. But putting it together took time. Policy information, the advice file and the correspondence of recent years sat in different places and were brought together by hand.
Three developments made this more noticeable:
The relationship broadens
Over the years, clients take up more services. What starts with a mortgage grows into a package in which insurance, pension and planning are connected. Every piece of advice has to take that whole into account.
Advisers work together on one client
The firm has specialists for claims, mortgages, pensions and expats. That's a strength, provided every specialist is looking at the same picture.
The requirements for record-keeping are rising
For an AFM licence holder, careful file-keeping is not an administrative side issue but a core obligation. As the services broaden, it also becomes more labour-intensive.
“Our clients sometimes stay for a lifetime. Then you want a conversation from 2018 to be as close at hand as an email from this morning.”
[Name], [role] at Pluijm Advies
Why aishaa
Pluijm Advies first looked at the usual route: a more extensive CRM, or a tool to organise the mailbox. Both bring structure to data. Neither brings the conversation and the file together.
“We didn't need a system that works faster. We wanted a system that remembers.”
[Name], [role] at Pluijm Advies
What the firm was looking for was one environment where contact with the client and knowledge about the client sit side by side, so that every adviser has the complete picture at every contact moment, and that contact moment then automatically ends up in the right place.
Security, supervision and the role of AI
At a financial services provider, the question "what exactly does the AI do" is no side issue. So it was answered up front.
AI prepares, the adviser decides
Within aishaa, AI summarises contact history and suggests wordings. Nothing goes out to a client without an adviser having read and approved it. aishaa gives no financial advice and takes no advisory decisions. That remains the work of a skilled, certified adviser.
Every step is traceable
For every contact moment it is recorded what was communicated, when and by whom. That makes the file not only more complete but also easier to audit than with manual recording.
Data stays where it belongs
The setup was assessed against the GDPR, with agreements on processing, retention periods and access rights that fit the sensitivity of financial client data.
Tailored access
Not every employee needs to see everything. The permission structure follows the roles within the firm.
The implementation
Six weeks from kick-off to go-live, deliberately more generous than usual, because the setup of data processing and access rights was reviewed and recorded first.
Step 1
Starting with the moments that matter most
We started with the moments that matter most to the firm: a claim report, an expiring fixed-rate period and the preparation of an advisory meeting. Those three determined which information had to be in the client view.
Step 2
Systems connected, firm knowledge set up
The existing systems were connected, so that current products, correspondence and file documents are directly visible at every contact moment. After that, the firm's knowledge was set up: working methods, procedures and the way Pluijm Advies communicates: clear, in plain language, without jargon.
Step 3
Reviewed the controls with the team
Finally, the team went through how the controls work: what AI suggests, what the adviser checks, and how recording works.
How it works now
The same client, the same Monday morning. The adviser who picks up immediately sees:
The conversation doesn't start with looking things up, but with: "You spoke to my colleague about your pension last year. Let's pick up from there."
And afterwards the conversation is in the file, without anyone having to set aside time for it.
The results
Twelve employees, one memory.
preparation for an advisory meeting. That used to be 25 minutes.
messages drafted with a suggested reply, always reviewed by an adviser.
Next working day → 2 hours
feedback on a claim report.
from the firm
We do what the client asks, and preferably a bit more. That works better when you don't first have to search half an hour for what you agreed five years ago.
[Name], [role] at Pluijm Advies
Looking ahead
Pluijm Advies wants to move from reacting to looking ahead. Upcoming moments are in view: an expiring fixed-rate period, an approaching pension date, a policy that no longer fits the situation. That allows the firm to initiate contact itself.
The firm is also exploring how to further support its expat services, where language, time zones and international situations demand extra care.
Smarter customer contact here doesn't mean answering faster. It means: knowing the client even better at the moment it matters.
Sound familiar?
Your advisers too want the full picture in front of them the moment a client calls. We're happy to show you how, within the requirements of your sector.