Multiply × Intelliflo

Between recording client meetings, transcribing notes, capturing handwritten information, and manually updating client records (factfind), advisers spend 35-40% of their time on non-billable administrative tasks. Meeting insights take hours to manually input. Handwritten notes and voice memos get scattered across devices. Factfind updates are inconsistent and error-prone.

Advisers often miss updating key information because they can’t stay present in the meeting while writing everything down. The process is repetitive: same information captured multiple times in different formats. Report generation is manual and time-consuming.

The opportunity: Intelliflo came to Multiply with a clear vision - we need a tool that lets advisers focus on their clients during meetings, then automatically capture and process everything after. The vision: advisers record meetings on their phone, capture handwritten notes and voice memos - and within minutes - get automatically extracted, structured data ready to update their factfind. Plus AI-generated meeting reports and suitability reports customised to each firm’s style.

This was a true 0-1 project, but with a twist: it was a partnership between two companies. The Intelliflo team had clear requirements based on their understanding of adviser workflows. My job, working closely with Multiply’s CPO, was to translate those requirements into intuitive tools and features that advisers would actually want to use.

I had complete design ownership - designing the entire iOS and Android app and the web application. I partnered with a user researcher to conduct continuous feedback rounds with small, medium, and enterprise firms, testing with both admin teams and financial advisers. I had the independence to lead product decisions based on usability testing and best practices, not opinions.

Early and often communication. Clear rationale for decisions. Open dialogue with Intelliflo stakeholders. And crucially: letting data lead. When usability testing showed something worked, all opinions became secondary. This created trust and alignment across both organisations.

We conducted multiple rounds of usability testing with real advisers at small, medium, and enterprise firms. What we learned fundamentally shaped the product.

Advisers need to stay present. “I can’t be typing notes while I’m talking to my client. That breaks the connection.” But they also said: “I need to capture what we discussed.” This revealed a critical tension. They weren’t looking for a tool to replace note-taking during the meeting. They needed something that let them stay fully present - then capture their thoughts afterward.

The real workflow: In-meeting, record the conversation. Leaving the meeting, record a voice note with key takeaways. In the car, photograph handwritten notes. Back at the office, upload everything and have the system extract and organise it. This wasn’t what we initially assumed. We designed for it.

Firms want excellence, not speediness. This changed everything. When we asked firms about their ideal report, we expected “recreate what we currently do, but faster.” Instead, they said: “We want AI to create something amazing for our clients. Something they actually want to read. Something we’d be proud to send.” This insight unlocked a completely different product direction.

Navigating a partnership between two companies could be fraught with politics and misalignment. Instead, we made it simple. Both companies agreed: we’re solving for adviser outcomes. Not Multiply features. Not Intelliflo integrations. Adviser outcomes.

We showed work constantly. We explained rationale. We stayed transparent about constraints and tradeoffs. Usability testing became our tie-breaker - when opinions differed, we tested with advisers. The data spoke. This removed ego from the conversation.

The Intelliflo team had deep relationships with financial advisory firms. Their PM and researcher understood adviser needs in ways we didn’t. We leaned on that expertise rather than trying to prove we knew better. Both teams genuinely wanted the other to succeed. That made collaboration feel like a team sport, not a negotiation.

Throughout the project, we conducted multiple rounds of usability testing with small, medium, and enterprise firms - both admin teams and financial advisers themselves.

“It looks usable. I think it will be a game changer.”

“I like it... better than what I was expecting... really intuitive... I’m pleased.”

More importantly, advisers used the tool the way we designed for - staying present in meetings, capturing voice notes after, uploading supporting materials. They understood the workflow immediately. When they saw AI-generated reports with the customisable tone and theme, they lit up. “This is something we’d send to clients” vs. “This is something we’d have to rewrite.”

User feedback directly shaped major product decisions. The voice note workflow came from advisers telling us how they actually work. The report customisation came from firms telling us they wanted to create something better than their existing templates. We weren’t designing for an imagined user. We were designing with real advisers, real workflows, and real constraints.

An adviser saving 10 hours per week is 520 hours per year. That’s time they can spend with clients, growing relationships, or taking on more clients. That’s a fundamental shift in their job satisfaction and the firm’s profitability.

Reports generated are of higher quality than manually-written reports. Data accuracy in factfind improved through structured AI extraction. Firms see the tool as a competitive differentiator. The product is live with beta users and firms, with early adoption signals strong.

Users don’t just want something to tick boxes. They want tools that help them create results they can be proud of. When we stopped assuming we knew how advisers worked and started asking them, everything changed. Voice notes over in-meeting typing. Reports that are genuinely good, not just fast. A design that respects their workflow instead of fighting it.

Removing friction to presence. Modern tools are often about capturing everything. The insight here was the opposite: advisers need to be present with clients. Everything else is secondary. This shaped the entire product.

Customisation beats templating. Users don’t want “your template, faster.” They want to create something excellent. Designing flexibility into the system - tone, theme, content all customisable - meant users could make the output their own.

Partnership requires clarity, not politics. Working across organisations could have been complicated. It wasn’t, because we agreed on one thing: solve for adviser outcomes. No organisational egos. Data-driven decisions. Trust.