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Case Study · Agent 03

Distribution & Cross-Sell Ops Agents in Production.

A top Indian digital wealth platform.

Cross-sell take rate lifted 2.4×. ₹95 cr in dormant AUA reactivated in 90 days. Every RM now operates at the standard the top decile used to.
At A Glance
Client
A top Indian digital wealth platform
Industry
Direct mutual funds, bonds, insurance, fixed deposits
Scale
₹9,500 cr AUA · 320K active investors · 85 RMs
ARPU
~₹4,200
Agents deployed
Distribution & Cross-Sell Ops Agents
Deployment
8 weeks from kickoff to all workflows live
Headline Numbers
2.4×
Cross-sell take rate (1.4% to 3.4%)
₹95cr
Dormant AUA reactivated in 90 days
~6hr
Per RM per week saved on list-pulling (~500 RM hours/week reclaimed)
The Situation

A digital engine, an RM bench, a thin layer in between.

The platform had built a strong digital acquisition engine and a real RM bench, but the layer in between was thin. RMs spent almost half their time pulling lists in Excel, deciding who to call from gut, and updating the CRM after the fact.

The top decile of RMs operated at a level the rest could only reach with years of experience, and no one could teach what they did differently. Meanwhile, dormant AUA was building up quietly, and cross-sell was happening through generic monthly campaigns at single-digit conversion.

Leadership wanted to do two things at once: lift the floor of RM performance, and stop bleeding dormant AUA.

What Was Breaking

Four places the distribution funnel was leaking.

  1. 01

    Rms pulled their own lists.

    Daily Excel exports from the folio system, manual sorts, gut prioritisation. Roughly 6 hours of analyst-equivalent work per RM per week.

  2. 02

    Cross-Sell was generic broadcast.

    Monthly campaign emails to the whole book at 1.4% take rate. No personalisation, no RM context.

  3. 03

    Dormant accounts fell through cracks.

    Investors who had not transacted in 6–18 months got the same reactivation email everyone else did. Conversion sat at 0.2%.

  4. 04

    RM coaching was reactive.

    The bench could not pick up what the top RMs knew, so the top decile carried the team.

The Deployment

Eight weeks. Eighteen hours of platform engineering.

Eight weeks from kickoff to all three workflows live. Read-only across folio system, transaction history, KYC database, CRM, and product analytics.

Engineering effort on the platform side: 16 hours.

Systems connected
Folio system, transaction history, KYC database, CRM, product analytics, dialer system, RM workspace.
Workflows live
3 workflows, including 1 voice-led workflow and 1 inline RM workspace assistant.
Deployment mode
Hosted with private inference. Data never leaves the platform cloud account.
The Workflows

Three workflows. One voice-led.

01

Next-Product Cross-Sell Ranking

The daily RM queue.

Trigger
Daily refresh, 6:30 a.m.
Data sources
Folio system, transaction history, KYC, risk profile, product holdings, bureau pull, prior outreach outcomes
How it runs
For every active investor, ranks the next-best product (top-up SIP, debt fund, insurance, bond) by propensity × likely revenue × RM fit. Segments by RM allocation. RM dashboard auto-populates with a 12-customer daily queue, with rationale per customer.
Human in the loop
RM works the queue. Can override or skip with a one-click reason that feeds back to the model.
Output
RM dashboard + dialer queue + Slack alert if a high-AUA customer hits a buy-signal during the day.
Before

Generic monthly broadcast to the whole book at 1.4% take rate.

After

Personalised daily queue at 3.4% take rate.

02

Dormant Account Reactivation Voice Agent

Voice

Voice reactivation for the dormant top decile.

Trigger
Weekly, Monday morning
Data sources
Folio system, last transaction, communication history, market context
How it runs
Scores dormant accounts (no transaction 6–18 months). Identifies probable reason using behavioural signal mix. Recommends a reactivation pathway: voice (high-AUA + high probability), RM warm call (medium), app push + email (low). Voice agent dials with a personalised opening referencing the investor last holdings and current market context. Schedules an RM follow-up if interest is detected.
Human in the loop
RM picks up the warm conversations. Growth ops reviews a 3% voice call sample weekly for tone and compliance.
Output
Booked RM follow-ups, app re-engagement, reactivation events logged to CRM.
Before

Generic reactivation email at 0.2% click-through.

After

Voice agent at 9% callback intent rate. 3.6% transaction within 30 days on the top-decile dormant cohort.

03

RM Concierge Inline Assistant

The advisor in the RM workspace.

Trigger
On-demand, during RM customer calls
Data sources
Full customer context, market data, product catalogue, compliance rules
How it runs
RM types a question inline in the workspace. The agent surfaces the top three portfolio recommendations with rationale and compliance flags. Optionally listens in on the call (with consent) and offers prompts in real time for higher-value conversations.
Human in the loop
The RM is always in the chair. The agent is the assistant.
Output
Inline workspace recommendations + post-call summary with next-action.
Before

RMs relied on 5+ years of experience plus Excel. The top decile carried the team.

After

Bottom-quartile RMs now make recommendations at top-decile quality. The floor lifted without changing headcount.

The Numbers

Audited against pre-deployment baseline.

2.4×
Cross-Sell Take Rate

1.4% to 3.4%, sustained across three consecutive months.

₹95cr
Dormant AUA Reactivated in 90 Days

Voice-led on the top decile, RM warm-call on the next two, app and email on the rest.

78%
RMs Meeting Senior-Tier Recommendation Quality

Inline concierge lifted the bottom quartile into the same recommendation quality as the senior bench. Audited across 140 conversations.

500
RM Hours per Week Reclaimed

~6 hours per RM per week previously spent on list-pulling, now spent on conversations.

“Our top RMs were already 10x. Now our whole team operates at that level. The floor lifted without us hiring a single person.”

Deployment Timeline

From kickoff to all three workflows live.

  1. 01Weeks 1–2

    Scoping with distribution and RM leadership. Three workflows confirmed.

  2. 02Weeks 3–4

    Folio, transaction, and CRM read-only integration. Hosted environment provisioned with private inference.

  3. 03Weeks 5–6

    Cross-sell ranking and RM concierge live.

  4. 04Weeks 7–8

    Dormant voice agent live. All three workflows in production.

Frequently Asked

Common questions about this deployment.

The agent sits inline in the RM workspace via embed. The RM types a question, the agent answers with top three portfolio recommendations, rationale, and compliance flags. No context switch.
A 3% voice-call sample is reviewed weekly. The agent identifies itself, names the platform, and never makes recommendations on the call — only flags interest and books a warm RM follow-up.
No. Hosted with private inference inside the platform cloud account. Read-only by default.
The RM can skip any queue entry with a one-click reason. Those signals feed back into the ranking model the next refresh.
Eight weeks for this deployment. Typical wealth-platform engagements land in the six-to-ten week range depending on the number of workflows.
Yes. Both are in scoping. NRI is voice-heavy; HNI extends the RM concierge with portfolio stress-test inputs.

Illustrative case based on representative Actioneer deployments. Client identity, figures, and quote are synthetic. The workflows reflect real Actioneer deployment patterns.

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