The system also flags any changes or new risks based on the client's circumstances to the advice team, which will then be followed up in a video call.
"I don't think those type of insights exist anywhere else in our industry. They do exist in other consumer brands," says Harrison.
"Good AI, linked with good machine learning, should be looking to spot trends, it should be looking to find worried clients before they become worried. It should be allowing us to be on the front foot and be proactive with our clients. And that's one of the things we do."
Clients pay 50 basis points for ongoing advice. The business boasts a 97 per cent retention with ongoing clients and Harrison says most are delighted with the technology.
"I think hybrid advice is very transparent with the client, quite straightforward and quite bold in its offer," he says.
"When you look at what our proposition is, I would say it is better than most other financial advisers out there."
The next stage: making it hyper-personal
But True Potential has no plans to stop there. The stage is being prepared to give clients the optimised service based on their behaviour.
Harrison says this could mean scheduling client approaches at the optimal time and in the optimal way for them.
For instance, the time a client tends to regularly log in to the app on their laptop, as opposed to their mobile, could suggest this is a good time to give them a call because this is when they like to set aside time to engage.
Another client may long in on a Thursday evening on their mobile and the data shows they are moving, perhaps on their way home from work. This means a push notification might be a suitable way to engage with them at that time.
"That is where the next layer of being able to look after clients is probably going to exist in financial services," Harrison says.
The other side of hyper-personalisation is how to display the portal's interface to one client versus another client.
For instance, a client who logs in once a month to see only their investments could benefit from their front page showing this content. If someone watches videos first every time they log in, they could be greeted by the video section.
But there is more - possibly.
"The next part of what we're doing with the hyper-personalisation is exciting", says Harrison.
"But we are questioning is it too fast, too soon? Is it too soon to use AI videos of our staff and their voices to give a kind of personalised investment summary on demand?
