/ Case Studies / From Legacy CRM Complexity to an AI-Ready Advisor Experience Case Studies From Legacy CRM Complexity to an AI-Ready Advisor Experience How a Leading Wealth Management Firm Modernized a Critical Household Management Application Critical Issue A leading wealth management organization relied on a legacy Household Summary application that served as the primary workspace for financial advisors and client service teams. The application brought together household account information, client activities, communications, tasks, and opportunities, making it one of the most heavily used tools within the firm’s Microsoft Dynamics 365 environment. Over time, the application became increasingly difficult to navigate and maintain. Advisors often had to move between screens and manually assemble information needed to prepare for client meetings and account reviews, creating inefficiencies and limiting productivity. Leadership recognized the need for a modern user experience that would simplify workflows, improve visibility into client relationships, and establish a scalable foundation for future innovation. The organization needed more than a technical refresh. It needed a modernization strategy that would transform an aging CRM experience into an intuitive advisor workspace while preserving existing Microsoft Dynamics 365 investments and supporting future growth. Customer Profile A large financial services and wealth management organization serving clients through a network of financial advisors and client service professionals. Advisors rely on timely access to household information, client activities, communications, and relationship insights to deliver personalized financial guidance and exceptional client service. Key Problem The organization needed to modernize a business-critical advisor application that had become increasingly difficult to navigate and maintain over time. While the solution remained central to advisor workflows, fragmented experiences and aging functionality made it harder for financial advisors to quickly access household information, prepare for client interactions, and gain a complete view of client relationships. Leadership wanted to create a modern, intuitive experience that would improve advisor productivity, strengthen CRM adoption, and establish a scalable foundation for future innovation, all while preserving integration with Microsoft Dynamics 365. BUSINESS CHALLENGES Before partnering with Concurrency, the organization faced several challenges: Legacy Application Experience The existing Household Summary application had become increasingly difficult to navigate, requiring advisors to spend valuable time locating and consolidating information needed for client interactions and relationship management. Workflow Fragmentation Critical client and household information was spread across multiple screens and experiences, forcing advisors to navigate between activities, communications, tasks, and opportunities to develop a complete understanding of a client relationship. Increasing Expectations for Digital Experiences As advisor technology evolved, users expected a more modern and intuitive experience that would help them quickly access relevant information and take action from a single workspace. The existing application architecture and user experience limited the organization’s ability to meet those expectations. Outcomes Modernized Advisor Experience Transformed a legacy household management application into a modern, intuitive advisor workspace designed around the daily needs of financial advisors and client service teams. By simplifying navigation and improving information accessibility, the organization created a more efficient experience that helps users spend less time searching for information and more time serving clients. Unified Client & Household Intelligence Created a centralized experience that brings together household activities, communications, opportunities, tasks, and relationship information within Microsoft Dynamics 365. Advisors now have a more comprehensive and actionable view of client information, helping them better prepare for meetings, identify opportunities, and strengthen client relationships. AI-Ready Wealth Management Platform Designed the solution with future innovation in mind, establishing a scalable architecture capable of supporting next-generation capabilities such as advisor meeting preparation, household activity summarization, and AI-assisted insights. This positions the organization to continue evolving its advisor experience as AI becomes increasingly embedded in wealth management operations. our solution Concurrency partnered with the organization to execute a comprehensive application modernization initiative focused on user experience, advisor productivity, and CRM optimization. Application Modernization Rebuilt a legacy household management application. Modernized a business-critical advisor-facing experience. Created a scalable foundation for future enhancements and innovation. Preserved alignment with established advisor workflows and business processes. User Experience Design Designed a modern, streamlined advisor workspace. Simplified access to critical household information. Improved information organization and usability. Reduced friction across daily advisor activities. Microsoft Dynamics 365 Optimization Maintained tight integration with Microsoft Dynamics 365. Leveraged existing CRM and Dataverse investments. Unified access to relationship, communication, and activity data. Enhanced visibility into opportunities, tasks, and client engagement. Future Innovation Readiness Established a roadmap for AI-powered advisor experiences. Evaluated opportunities for automated meeting preparation and summarization. Created an architecture capable of supporting future Copilot capabilities. Positioned the organization for ongoing wealth management innovation. LESSONS LEARNED & NEXT STEPS User Experience Is a Business Strategy Technology modernization initiatives create the greatest value when usability improvements are prioritized alongside technical enhancements. By focusing on advisor workflows throughout the project, the organization ensured the solution aligned with the realities of day-to-day client engagement and relationship management. Design for What Comes Next Rather than simply replacing an aging application, the project focused on creating a platform for future innovation. Every architectural and user experience decision was evaluated based on its ability to support future AI capabilities, advisor productivity improvements, and long-term business goals. The organization is now positioned to continue enhancing the advisor experience through expanded CRM capabilities, additional workflow improvements, and future AI-powered advisor assistance. CONCLUSION By partnering with Concurrency, this financial services organization transformed a legacy CRM application into a modern advisor experience optimized for usability, efficiency, and future growth. Through application modernization, user-centered design, and Microsoft Dynamics 365 integration, the organization simplified how advisors access household information and manage client relationships. Rather than continuing to manage fragmented workflows and outdated experiences, advisors now have a modern foundation that supports increased productivity, stronger client engagement, and future AI-powered innovation. The result is a scalable platform designed to help wealth management organizations meet the evolving expectations of both advisors and clients. Wealth Management CRM Modernization FAQs Why modernize a legacy advisor application instead of replacing the CRM? Modernizing an advisor application allows organizations to improve usability and productivity without disrupting the Microsoft Dynamics 365 platform that already supports critical business processes. In this engagement, the firm’s advisors continued working within Dynamics 365 while gaining a redesigned household management experience that improves access to client and relationship information. What changed day to day for advisors? Advisors gained a centralized view of household activities, communications, opportunities, and tasks within a single experience. Instead of moving between multiple screens to assemble client context, advisors can review household information in one workspace, making meeting preparation and relationship management more efficient. How does Microsoft Dynamics 365 support wealth management teams? Microsoft Dynamics 365 provides a single platform for managing client relationships, household information, activities, tasks, and opportunities. This organization expanded the value of its existing Dynamics 365 investment by rebuilding a key advisor application rather than introducing another disconnected system. What did the client’s internal team handle? The client’s business and technology teams provided workflow expertise, advisor requirements, user experience feedback, and governance throughout the project. Their involvement ensured the redesigned application reflected existing advisor processes while supporting future operational goals and technology initiatives. How were future AI capabilities considered? The application was designed to support future artificial intelligence use cases, including household activity summaries, meeting preparation assistance, and contextual insights. The project team evaluated how advisor workflows could benefit from AI while maintaining alignment with existing data and compliance requirements.
