SilverSafe —
Financial
Advisory CRM
How we built a B2B2C CRM platform that unified will writing, mortgage refinancing, and lead generation into a single workflow for Great Eastern financial advisers.
Estate planning and mortgage refinancing are two of the highest-value services a financial adviser can offer a client. They're also two of the most operationally fragmented.
Great Eastern's adviser network was managing these engagements through a combination of email, phone, and printed forms. A will writing case involved the adviser gathering information from the client, briefing a lawyer, tracking revisions across multiple email threads, and chasing sign-offs with no visibility into where the case actually sat.
Advisors' Clique needed a unified platform. Not another communication tool. A purpose-built workflow system that could take an advisory engagement from first contact to signed, executed outcome without leaving the platform.
Three separate professional workflows. Zero shared infrastructure. Every engagement was being run on goodwill, memory, and WhatsApp.
We mapped the end-to-end advisory flow across will writing and mortgage refinancing before designing anything. Advisers were the connective tissue of every engagement — but they had no tools that recognised that role.
- No unified client record — client data lived across WhatsApp, email, and paper forms
- No case status visibility — advisers did not know where a will or mortgage case stood without calling the lawyer or bank
- Document handoff relied on email — no version control, no confirmation of receipt
- Lead generation was entirely manual — no pipeline, no scoring, no follow-up automation
- No onboarding flow for new adviser-client relationships
- Three professional parties working in entirely separate systems
A B2B2C CRM platform designed around the adviser as the central node — with distinct interfaces for clients, lawyers, and bankers connecting into a single shared case workspace.
Full brand design from zero: name, logo, visual identity, brand guidelines, and colour system.
Central command for advisers — active cases, client list, referral pipeline, lead scoring, and upcoming milestones in a single view.
Multi-step guided wizard for estate planning — asset declaration, beneficiary assignment, executor selection, and special instructions.
Loan comparison interface with eligibility input, current rate benchmarking, and bank referral workflow.
Infrastructure connecting adviser, client, lawyer, and banker in one shared case environment.
Referral tracking, lead capture forms, and structured follow-up pipeline.
Stakeholder interviews, site mapping, wireframing, and design validation against real adviser workflows.
Adviser Dashboard
ADVISER VIEW — Weekly activity, submission chart & task donut
ADVISER VIEW — Client case cards with status actionsSupervising Adviser & Pipeline
SUPERVISING ADVISER — Team submissions & review queue
CASES PIPELINE — Legacy & mortgage cases, unified status viewWill Writing & Mortgage Refinancing
WILL WRITING — Appointment of Executors step
WILL WRITING — Distribution of Estate & Gifts of MoneyMortgage Refinancing
MORTGAGE REFI — Published rates, fixed & floating, multi-bank
MORTGAGE REFI — On-demand loan matching with rate parametersWhat had been three disconnected workflows became a single advisory product. Advisers could start a case, guide clients through structured steps, coordinate specialist services, and track outcomes without rebuilding context at every handoff.
The will writing wizard reduced briefing overhead, while the refinancing module gave advisers a clearer way to discuss available loan options with clients.