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The best financial plan means nothing if the client never follows through on it, or fails to adapt to change. Built by Shaping Wealth, Lydia, is a behavioral intelligence agent that lives natively inside Conquest and interacts alongside the SAM Guide assistant to help advisors navigate the complex emotions tied to financial planning. SAM Guide is a conversational agent powered by Strategic Advice Manager® (SAM).
Lydia coaches in the context of a client's plan and SAM strategies, not generic scenarios.
No context switching to a separate destination. Lydia works where planning happens.
A decade of proprietary Shaping Wealth frameworks, not a vibe-coded agent.
Experience drives growth. With Lydia and SAM aligned, planning gets better and faster.
SAM Guide solves the plan. Lydia solves the conversation. No other planning platform pairs a technical engine with an always-on behavioral coach inside the same workflow — advisors get the right plan and the skills to deliver it, without ever leaving Conquest.
Learn MoreLife doesn’t go according to plan. When a client conversation needs a human touch, Lydia steps in as an empathetic collaborator, coach and teammate. Toggle to see real-life scenarios.
“We’re combining the definitive — yet adaptable — financial roadmap of Conquest with Lydia’s behavioral insights to help our advisors move beyond the numbers. This allows us to humanize our expert advice at every step, building a path for our clients’ financial success that allows them to live life on their own terms.”
Yes. And in today’s regulatory environment, that matters. Because it is an AI expert system, the deterministic calculation engine produces the same results every time, given the same inputs.
A regulator, compliance officer, advisor, or end client in self-directed planning could re-run a scenario and get the same answer using the same inputs. Financial Planning advice in Canada (CRM2/CRM3), the US (Best Interest, DOL Fiduciary) and globally (UK FCA Targeted Support) is subject to regulatory scrutiny. If an advisor presents a strategy, a projection or plan to a client, there needs to be defensible and traceable paths from input to output. Therefore, a calculation engine combined with a strategy algorithm (like SAM, where the human is expected to be involved) provide an auditable chain of logic where every rate, tax rule, calculation, and result can be inspected and validated.
No. Because SAM is a calculation engine, any error is systematic and discoverable and not random.
You can re-run the same inputs and get the same output every time. That’s fundamentally different from generative AI or popular LLMs, where errors are unpredictable and can appear in different forms each time.
No. SAM Guide does not store the conversational data, nor use it to train our models.
Furthermore, SAM Guide is closed and only accesses plan information stored in a client’s Conquest instance; it does not search the internet.
The firm has pioneered human-centric advice through transformative programs such as Building the Behavioral Advisor and the Foundations of Behavioral Advice, and received the 2024 WealthManagement.com “Wealthie” award for the industry’s most disruptive firm.
SAM is Conquest's proprietary planning engine.
It is an AI expert system that analyzes each client's complete financial picture and surfaces ranked, actionable strategies. Unlike generative AI, SAM is a deterministic calculation engine: It produces auditable, repeatable results based on codified financial planning best practices.
SAM is built leveraging a problem-solving architecture known as the “Blackboard System,” where each codified strategy is tested, ranked, and prioritized against a client’s current financial situation.
SAM also considers goals entered, financial planning best practices, risk tolerance and planning preferences in the ranking and prioritization.
