Systems Integration / CRM
CRM Behavioral Profile Integration
Defined how behavioral profile data should move into CRM and Pulse workflows so advisors could use client personality insights inside day-to-day practice.
Status
Ongoing
- Role
- Product & Content Lead
- Timeline
- January 2025 - Present
- Company
- Finliti
- Scope
- External / Integration
- Audience
- Advisors
- Product type
- Systems Integration / CRM
- Users / Audience
- Advisors
- Team
- CEO, CTO, Developer
- Tools / Platforms
- Finliti Pulse, Behavioral profile data exports, Advisor workflow systems
- Scope
- External / Integration
Interface Mockups
App screens and polished device views for this case study.
A focused set of product screens showing the core workflow surfaces behind this case study.
Desktop
Problem
What needed to work better in the product
Investor personality data existed, but it was not deeply embedded into advisor workflow systems. Advisors could access profile outputs, but the information was not yet structured for CRM-based use and follow-up.
Goal
What the work was trying to improve
Make profile data operational by connecting it to CRM and advisor workflow surfaces.
Responsibilities
What I owned across product, UX, and delivery.
- Workflow definition
- Data structuring logic
- Use-case design for advisors
Skills in play
- Systems thinking
- CRM integration
- Data workflows
- Product implementation
- Stakeholder communication
Solution
Product surfaces, flows, and output that moved the work forward.
- Structured export of behavioral profile data
- Defined internal Pulse workflow connections
- Aligned investor profile data with advisor tools and communications
Impact
What changed for the product or the people using it.
- Made personality-profile data more usable inside workflow systems
- Moved profile outputs closer to day-to-day advisor action
- Workflow surfaces
- CRM + Pulse
- Data type
- Behavioral profile exports
- Status
- Live and evolving
Resume
Versions
Short resume version
Defined workflow logic for exporting behavioral profile data into CRM environments for advisor use.
Long resume version
Defined workflow logic, data structure, and advisor use cases for moving behavioral profile data out of standalone reports and into CRM-connected workflows, including profile exports, internal Pulse connections, and advisor-facing action surfaces.
Key skills / ATS keywords
- Systems Integration / CRM
- CRM integration
- Behavioral data
- Advisor workflows
- Data structure
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