Advisers’ relationships with their CRM systems are under serious strain, according to new research from Twenty7tec and Smart Money People.
Just 12.3% describe themselves as “very satisfied” with their current provider, while a third remain neutral – signalling a market open to improvement.
Only 16.3% say their CRM supports compliance very well and just 9.3% say it improves profitability.
88.3% want automation in some form and 43.4% say a client portal is very important in their CRM, with a a further 36.4% saying it’s somewhat important.
38.3% cite compatibility with existing systems and cost of switching as the top barriers.
In response, Twenty7tec is championing the need for a more integrated approach with a single platform that would support every stage of the advice process – one login, one provider, and one set of customer data to streamline operations and reduce friction.
With five connected modules – from sourcing to application tracking – and seamless integration through open APIs, Twenty7tec's system is being built to be flexible and scalable from day one.
James Tucker, CEO at Twenty7tec, commented: “Too many advisers are stuck using disconnected tools. Sourcing, CRMs, document sharing, compliance checks – each with a different login and no clear link between them. It’s no wonder that people are getting seriously fed up with something that’s meant to make the working day less stressful.
“It’s that ease of the working relationship that really needs to be focused on. More than half of those surveyed prioritise ease of use when choosing their CRM, while the same amount cited more features and better integrations as reasons they would switch providers.
“However, one of the biggest barriers advisers are facing when looking to switch is that they’ve got too many eggs in too many baskets. Over 65% are avoiding switching CRM systems to prevent operational disruption, and more than a third are concerned about compatibility with their existing tech. So how can this be addressed without causing even more friction for the customer?
“There’s huge potential for AI to deliver fast, accurate insights drawn from market data, lender criteria and economic trends – helping advisers make smarter decisions, faster. But it has to be done right. 52% of advisers say they’re interested in using AI-driven CRM features, and we already know AI needs to be paired with strong security that builds trust.
“Client portals are no longer a nice-to-have – they’re increasingly expected as standard. Advisers want something that makes communication with clients easier, not harder. That means simple, secure document sharing, messaging, and real-time progress updates – all in one place and on-brand."
