Build Your Own AI Assistant: The Next Step in Advisor Efficiency

AI for Advisors newsletter

If you’ve spent even five minutes inside ChatGPT, you’ve likely seen the “Explore GPTs” tab. What most advisors don’t know is that behind that tab lies one of the most powerful tools for scaling yourself and your practice: custom GPTs.

These aren’t fancy bots. They’re customizable, secure mini-software tools that can help you write, plan, prep, research, and communicate—mimicking your tone, workflows, and client communication style.

Let’s unpack what GPTs are, what they can do, and how you can start building one today—no tech degree required.

What is a custom GPT?

A custom GPT is a version of ChatGPT that you configure to work specifically for you. You set the instructions, choose its style and tone, upload documents to its knowledge base, link it with other tools, and define how it responds.

Think of it like hiring an intern—except you train them once, and they never forget. Advisors can now build GPTs to streamline a wide range of recurring tasks—from prepping for client review meetings and writing post-meeting summaries to onboarding new clients, scheduling webinars or team meetings, and drafting client communications like newsletters or follow-up emails.

Unlike a regular ChatGPT chat session, a GPT can “remember” how you want things done across every interaction. For advisors, that means consistent output and time savings every single day.

The real power of GPTs is revealed when you see how these tools fit into your actual workflows. On the efficiency side, GPTs excel at meeting prep—creating structured agendas, checklists, or summary briefs before client conversations. After meetings, note summarizing GPTs can draft follow-up summaries, saving you 20 minutes per meeting. And for repetitive tasks like email replies or marketing drafts, a GPT becomes your go-to delegate.

For client service, GPTs shine at translating complex financial concepts into plain English. Need to explain RMDs or Roth conversions without the jargon? A Client Education GPT handles it. You can even build GPTs that personalize content based on client goals or retirement timelines.

For your team, GPTs can act as internal training assistants—teaching your processes using uploaded SOPs so new hires get up to speed faster. On the marketing side, they’re invaluable for repurposing existing materials into social posts, emails, and articles.

Projects vs. GPTs: Which should you use?

ChatGPT also includes a feature called Projects, and knowing the difference matters. Projects are designed for your own internal work—research, writing, or ongoing tasks where you need continuity and context. GPTs, by contrast, are meant to be shared. They’re what you build when your whole team needs access to the same tool or workflow.

So, before you build a GPT, ask yourself: Is this just for me, or does my team need it? If it’s for personal use, stick with a Project. If it’s a tool everyone should access, build a GPT. Similar tools now exist in other AI platforms too—Anthropic’s Claude Projects and Google’s Gemini Workspaces offer ways to build and customize assistants much like GPTs.

How to build a GPT step-by-step

Creating your first GPT is easier than it sounds. Inside ChatGPT, go to the “Explore GPTs” section and click “Create a GPT.” You’ll answer a few questions about what you want it to do, what tone it should have, and what name it should use.

These are all the steps:

1. Click “GPTs” and “Explore” in the left sidebar.
2. Click “Create.”
3. Note the page layout: It’s divided into Create/Configure and Preview.
4. Click “Configure” (or use the “Create” tab for a conversational approach).
5. Complete the Name and Description fields (What you’re calling the tool and a short sentence of what it does.)
6. Complete the Instructions. (Instructions tell the GPT exactly what it should know, how it should respond, and the types of tasks it should be able to perform.)
7. Fill in the Conversation Starter field. (These are short example prompts that help users understand how to begin interacting with your GPT.)
8. Add key foundational data to the GPT’s Knowledge base (This is where you upload reference materials—documents, guides, or examples—that the GPT can draw on when responding.
9. Select a Recommended Model^*. Pick a model that best fits your GPT’s purpose—GPT-4o for writing, communication, and analysis, or GPT-5 for complex workflows, automation, and data-driven tasks. The model you select determines how your GPT thinks, responds, and performs.
10. Check all four available “Capabilities.” These options determine what your GPT can do beyond basic conversation, such as searching the web, editing text, creating images, or analyzing data.
11. Click “Create: in the upper right corner.
12. Click “Save,” then “View GPT.”
13. Test it in the Preview panel—click the “Ready to start…” button to begin.

When you’ve followed these steps, your GPT will be ready to test and refine. Adjust its instructions or tone based on your first few runs, and share it with your team if it’s designed for group use.

^*A note about ‘Recommended Model’

For writing, communication, and client education, as of now, GPT-4o delivers the best results. For complex workflow automation or data-heavy tasks, the GPT-5 model will likely be a better fit. Choosing the right model ensures your GPT performs at its highest potential.

Advisors are already putting GPTs to work in creative ways. One team trained their GPT on their newsletter archive—now it drafts each month’s issue and suggests social posts automatically. Another advisor built a Client Education GPT to simplify complex topics like RMDs and Roth conversions, earning rave reviews from clients and staff alike.

Some common questions answered

• Is this secure? Yes. Custom GPTs are private and tied to your account. You control who sees them.
• Can my team use it? Train it once, then share the link. It becomes a shared tool anyone can access.
• What about compliance? GPTs only generate content. They don’t send or publish anything. Run the outputs through compliance like any draft.
• Do you need to know code? Nope. Creating a GPT is a guided, no-code process.

Train it once, use it often

You already know the power of ChatGPT. Building a GPT means giving it your playbook—then letting it handle the repeatable work that fills your week.

From meeting prep and client follow-ups to marketing drafts and team training, every new GPT you create frees up more time for what really matters: serving clients and growing your practice.

Ready to make the leap? Horsesmouth’s AI for Advisors Pro training programs provide the structured, advisor-specific approach that transforms occasional users into confident practitioners. Learn more at www.horsesmouth.com/aipro.