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Artificial intelligence can be a powerful tool for financial advisors. Sam Rodriguez of Foundation Wealth Partners in Allen, Texas shares how he got started using AI, using simple experimentation to uncover some of its strengths. He has since started integrating AI into more of his processes. He talked with Horsesmouth about a few of the lessons he has learned.
Quick Overview
Guest: Sam Rodriguez
Allen, Texas
Years in business: 20
Firm: Foundation Wealth Partners
What’s working now: Starting to incorporate artificial intelligence into his practice by taking slow, deliberate steps.
From birthday cards to business strategy: AI’s versatility
Sam’s journey with AI truly took off when he started experimenting with ChatGPT. He said the moment he realized its true potential came from an unexpected source: birthday cards.
He said he used to create two messages for his birthday cards: One for male clients and one for his female clients.
Sam: “What started as a simple experiment in personalized communication quickly revealed the depth of AI’s capabilities. The AI-generated messages captured the nuances of client relationships in ways I hadn’t anticipated, leading to heartfelt responses from clients. This experience opened my eyes to the potential of AI not just as a productivity tool, but as a means to enhance the personal touch that is so crucial in our industry.”
Navigating the AI implementation journey
As he has navigated this AI journey, Sam said he has learned several key lessons that are crucial for any advisor looking to implement AI in their practice.
“AI has become not just a tool, but a partner in my practice—one that complements my strengths and helps me overcome my challenges.”
Sam: “First, start small and scale gradually. My journey began with using AI for simple content creation and has grown to encompass strategic planning and product development. This gradual approach allowed me to learn and adapt as I went, minimizing risks and maximizing benefits.
“Second, focus on areas where AI can enhance, not replace, human expertise. AI is an incredibly powerful tool, but it’s not a substitute for the judgment, empathy, and personal touch that we as advisors bring to our client relationships.
“Lastly, I’ve found it crucial to continuously educate myself on AI capabilities and limitations. The field is evolving rapidly, and staying informed helps me make the best decisions about how to integrate AI into my practice.”
Sam said he has been able to use AI in a way that fills areas of his work in which he considers himself not as strong.
Sam: “For me, execution is always difficult. I need someone who pushes, and I need someone who can outline: ‘These are the next steps.’ I can say like, oh my gosh, here’s where everything’s going and here’s what we got to be ready for and here’s what we got to do. And it’s like, OK, who’s going to make it happen? And you can use AI to be that other person.
“In this way, AI has become not just a tool, but a partner in my practice—one that complements my strengths and helps me overcome my challenges.”
Balancing AI and human touch
Sam said a key thing he has learned in using AI is to start small and scale gradually.
Sam: “I began with simple content creation tasks before expanding to more complex applications. This approach allowed me to learn and adapt along the way, minimizing risks while maximizing benefits. It’s essential to focus on enhancing, not replacing, human expertise. AI is most effective when used to augment our skills and judgment. I always review and personalize AI-generated content, especially for client communications.”
He said it is important to commit to continuous education in using AI, staying informed about new AI capabilities and positioning his practice to take advantage of them.
Sam: “Prioritizing data privacy and security is non-negotiable. I’m always cautious about verifying the security measures of any AI tool I consider using.
“Lastly, I believe in being transparent with clients about how I’m using AI. This openness builds trust and helps clients understand the value these tools bring to our relationship. By keeping these considerations in mind, integrating AI into my practice has been a smooth and rewarding process, enhancing my services and improving efficiency.”
Combining strengths of AI and human judgment
Sam said AI has been a valuable tool as he has been expanding his practice to serve younger clients.
Sam: “As I’ve shifted my focus to Gen X and older millennials, AI has been instrumental in helping me tailor my approach. It’s allowed me to create content, develop products, and design services that resonate with this tech-savvy, on-demand generation.
“By embracing AI and learning to work alongside it, we can create more value for our clients, streamline our operations, and position ourselves for success in a rapidly evolving industry landscape.”
“A lot of the clients I’ve picked up this year, really people say early to mid-forties, doing really well, just want to know they’re doing the right things. This demographic shift necessitates a change in how we deliver our services, and AI is proving to be an invaluable ally in this transition.
“Secondly, AI can significantly enhance both operational efficiency and strategic planning. From automating routine tasks to providing data-driven insights for business decisions, AI has the potential to transform how we run our practices. I’ve found it particularly useful in areas where I’ve traditionally struggled.”
The future of financial advisory likely involves a symbiosis of human expertise and AI capabilities, Sam said.
“While AI can process vast amounts of data and generate insights at incredible speeds, it’s our human touch—our empathy, judgement, and ability to build relationships—that truly sets us apart.
“This perspective helps me see AI not as a threat, but as a powerful tool that we can shape and direct to enhance our practices and better serve our clients.”
He added that he’s convinced AI will create a fundamental shift in financial services.
Sam: “By embracing AI and learning to work alongside it, we can create more value for our clients, streamline our operations, and position ourselves for success in a rapidly evolving industry landscape.
“The key is to start small, remain curious, and always keep the human element at the forefront of what we do. As we navigate this AI-powered future, I believe the opportunities for innovation and growth in our industry are truly exciting.”