The Activation Intelligence Engine for Financial Advisors
Ruby maps 14 canonical personas across wealth, risk, and life stage — so advisors can prioritize without prescribing, and guide without guessing.
Each persona captures a distinct financial reality. Ruby reads the pattern so advisors can lead the conversation.
High-income, low net worth
Core reality: Strong earnings, weak infrastructure
Two earners, dependents
Core reality: Household risk concentration
W-2 professional, rising comp
Core reality: Complexity outpacing awareness
High income, liability exposure
Core reality: Risk asymmetry
Founder, income tied to business
Core reality: Wealth concentration
5–10 years from retirement
Core reality: Fear of loss > desire for growth
High assets, low diversification
Core reality: Preservation & transfer dominate
Property-centric wealth builder
Core reality: Income volatility + leverage
Government / municipal employee
Core reality: Benefit coordination complexity
Self-employed, variable income
Core reality: No safety net by default
Inheritance, exit, windfall
Core reality: Capital shock before readiness
Divorce, household reset
Core reality: Financial systems disrupted
Family business or shared assets
Core reality: Decisions are relational
Delayed planning, catch-up phase
Core reality: Motivation high, confidence low
Personas are Ruby-internal planning abstractions — not client labels, diagnoses, or guarantees.
Ruby transforms raw inputs into dynamic analytics through five proprietary engines, each interpreting a different dimension of the advisor–client relationship.
Establish objective relationship value and tier classification.
Derived from: Project 200 Formula + CRM metrics
Outcome: Defines the economic hierarchy of every relationship in your network.
Add emotional, cognitive, and communication context to every contact.
Derived from: SEI Persona Builder + Ruby Engagement data
Outcome: Each contact receives a Behavioral Signature — personalizing tone, cadence, and medium.
Identify planning gaps, triggers, and stage readiness across 7 domains.
Derived from: Marketing Playbook 2.0 + Level 1–4 Framework + Risk Profile
Outcome: Contacts mapped to financial maturity and priority issue clusters automatically.
Personalize segmentation based on the advisor’s strengths and authenticity.
Derived from: Client Profile Categories + Advisor Input
Outcome: Ruby ranks clients based on who the advisor truly serves best.
Forecast likelihood of engagement or conversion using behavioral signals.
Derived from: Life events, CRM triggers, and contextual analytics
Outcome: Produces a Propensity-to-Act Score — identifying who will respond, and when.
The Ruby Relationship Priority Score dynamically tiers every relationship by current and future potential, recalculated every 30 days.
80–100
Tier 1
High value + readiness + alignment
Immediate engagement
60–79
Tier 2
Growth potential, needs activation
Education & nurture
<60
Tier 3
Low fit or low engagement
Automated touchpoints only
Measures planning complexity and urgency across 7 domains.
“High FNI → immediate need for protection and estate update.”
Quantifies planning gap density across all relationships.
“3+ uncovered needs in Retirement & Risk → High FOI.”
Evaluates risk exposure and income gap sensitivity.
“FVI 0.78 = high vulnerability; recommend guaranteed income.”
Personas capture financial realities — not demographics, not assumptions. Every pattern is structural, not personal.
Ruby surfaces what matters first — domains, friction points, sequencing — so advisors lead with relevance.
Conversations become sharper when the advisor already understands the client’s core reality before the first meeting.
Real-time ranking of every relationship by readiness and fit.
Forecasts when and how clients are likely to need engagement.
Aligns strategies with each advisor’s strengths and markets.
Surfaces unaddressed needs across generations and segments.
Converts analytics into empathy-driven, visual client stories.
System learns from every interaction to enhance predictive accuracy.
Ruby 1.0
Organized relationships
Ruby 2.0
Understands people
Data becomes a narrative of human financial behavior.
Every outreach, meeting, or campaign is backed by predictive insight.
Every relationship feels uniquely understood.
Ruby is a living intelligence system that merges data science with behavioral finance and advisory psychology to accelerate activation.
Rapidly Unleash Business Yield
Structured personas. Systematic discovery. Conversations that start where it matters, not where it’s comfortable.