Conquest Planning has integrated Shaping Wealth’s Lydia behavioral intelligence agent into its financial planning platform, combining analytical recommendations with communication coaching intended to help advisors deliver more personalized and effective advice.
The integration connects Lydia with Conquest’s Strategic Advice Manager, or SAM, and its SAM Guide assistant. Conquest’s technology analyzes financial data and identifies potential planning strategies, while Lydia helps advisors prepare for conversations, communicate recommendations and respond to behavioral or emotional factors that may affect a client’s willingness to act.
Financial advice often involves decisions connected to retirement, spending, inheritance, market volatility, family priorities and other subjects that can produce anxiety or disagreement. A technically appropriate recommendation may not lead to action when a client does not understand the strategy, feels uncomfortable with the tradeoffs, or lacks confidence in the process.
The combined platform is intended to help advisors address both parts of the planning process within one workflow. SAM uses Conquest’s proprietary AI expert system and deterministic calculation engine to evaluate client information, model scenarios, and generate recommendations that can be reviewed and verified.
A deterministic engine uses defined financial rules and calculations to produce repeatable results from the same inputs. This differs from a generative AI system, which can produce variable responses and may require additional controls when used for regulated financial planning.
Lydia provides behavioral intelligence, communication coaching and meeting preparation tools alongside SAM’s planning capabilities. Advisors can use the agent to prepare for client meetings, role-play difficult conversations, develop follow-up communications, and receive coaching based on the situation under discussion.
The integration is native to Conquest, which means advisors can access Lydia without switching to a separate application. Lydia can operate alongside SAM Guide to answer questions and offer behavioral guidance during the advisor’s existing workflow.
Shaping Wealth can configure Lydia to reflect a firm’s language, values, products, and previous client interactions. This contextual layer is intended to help the agent provide recommendations that are more consistent with the advisor’s organization and the needs of a specific relationship.
The integration may be particularly useful when an advisor must communicate recommendations involving reduced spending, delayed retirement, additional insurance, portfolio risk, estate planning or difficult tradeoffs among competing financial goals. Advisors can use Lydia to test different approaches before a meeting and create language designed to make a complex recommendation easier to understand.
Conquest makes the Lydia integration available as an add-on to its existing platform. The companies are positioning the combination as a way for firms to scale advice without separating financial analysis from the human factors that influence client decisions.
Conquest was established in 2018 and supports digital, hybrid and traditional advisor-led financial planning models. Its technology is designed to help advisors create plans, serve additional clients and incorporate AI features while retaining an auditable calculation process.
Shaping Wealth provides behavioral science-based education and engagement products for financial professionals. Its offerings include live programs, digital learning content and AI tools designed to improve communication, decision-making and advisor-client relationships.
The integration is currently available to Conquest customers.
KEY QUOTES:
“Even the most advanced financial plan only creates value if clients are willing to act on it. That’s where behavioral intelligence matters.”
“By combining our verifiable engine and AI assistant SAM Guide with Lydia’s behavioral intelligence, we’re giving advisors a more complete solution that helps them identify the right recommendations and communicate them in ways clients can understand, trust and act on.”
Brad Joudrie, CEO of Conquest Planning
“Great financial advice depends on both analytical excellence and human connection. Conquest has built extraordinary technology for generating financial recommendations.”
“Lydia helps advisors deliver that guidance with the skill, empathy, and confidence that build deeper, more meaningful relationships and inspire better outcomes. Together, Conquest and Shaping Wealth are bringing both dimensions of advice into a single workflow.”
Brian Portnoy, Founder and CEO of Shaping Wealth
“ATB Wealth’s philosophy balances expert advice with a relationship-based approach to holistic wealth planning that allows our clients to have the freedom to live life however they choose.”
“By partnering with Conquest and Shaping Wealth, we’re combining the definitive, yet adaptable, financial roadmap of Conquest with Lydia’s behavioral insights to help our advisors move beyond the numbers. This allows us to humanize our expert advice at every step, building a path for our clients’ financial success that allows them to live life on their own terms.”
Sherri Wright-Schwietz, Senior Vice President of Advisory Services at ATB Securities
