How Family Wealth Group Closed the Visibility Gap Across Multiple Offices

Family Wealth Group partnered with Coastal to deepen advisor adoption and give leadership a single, reliable view of every client relationship across the business.

Challenge

For a wealth management firm, growth only works if trust scales with it. Family Wealth Group (FWG) serves families across multiple offices, with 99% of client meetings happening face-to-face and advisors carrying relationships that can span decades. As FWG expanded, leadership needed Salesforce to do more than keep running. It had to actively power the firm's sales process, document workflow, and client data model as the business grew.

As FWG grew, the platform that served a smaller advisory team needed to do more. Challenges included:

Sales Visibility Gaps: Status flows, hot-lead flagging, and referral tracking varied across offices, so leadership couldn't see conversion performance clearly.

Document Access at Scale: Advisors pulled client files through the Salesforce–Box integration, which had to keep pace with rising daily service volume.

Expanding Data Needs: The household relationship model and portfolio fields had room to grow alongside the business.

Automation Maintenance: Existing Process Builder workflows added upkeep as the org scaled.

Each was manageable. Together, they meant the platform needed to evolve as fast as the business was growing.

Solution

Coastal partnered with FWG through its Waves Managed Services program, a continuous improvement and innovation model built around quarterly planning, strategic roadmaps, and measurable KPIs.

Sharper Sales Process: Status flows, hot-lead flagging, and referral tracking are standardized in Agentforce Sales (formerly Sales Cloud) across the advisory team, giving leadership clear visibility into conversion performance across every office.

Stable Document Access: The Salesforce–Box integration is rebuilt for reliability, with folder templates tailored for life insurance, financial accounts, and compliance workflows, so advisors spend less time hunting for files.

Proactive Client Visibility: An enhanced Agentforce Financial Services (formerly Financial Services Cloud (FSC)) data model, household relationships, and refined portfolio fields — paired with continuously tuned dashboards — give advisors and leadership an accurate, up-to-date view of every client relationship.

Modern Automation Layer: Legacy Process Builder workflows are migrated to Salesforce Flow, reducing technical debt and improving platform reliability.

AI-Powered Advisor Tools: AI-assisted meeting notes and prospect intelligence tooling are integrated directly into Salesforce, freeing up advisor time for client-facing work.

Together, these changes turned a platform FWG maintained into one the whole organization relies on.

Clouds & Products

Agentforce Financial Services
Agentforce Sales

Results

The numbers reflect a platform advisors actually use, day in and day out — not one they work around.

Full License Adoption: All 50+ Salesforce licenses are active across every office, with 12,000+ logins recorded in a single month.

Deeper Engagement: Monthly active users grew 50% over the engagement, as continuous delivery through Waves gave advisors reasons to keep coming back to the platform.

Complete Relationship Tracking: Over 25,000 client and prospect accounts and 33,000+ advisor calendar events are tracked in Salesforce, giving leadership a single view across offices instead of stitching together updates from individual advisors.

Seamless Document Access: Every client account connects directly to FWG's document management system, so advisors can pull up insurance files, financial documents, or compliance records without leaving Salesforce.

When client relationships span decades, the CRM can't just be a system of record; it has to grow as those relationships do. The firms that get this treat the platform as something they evolve on a rhythm, not something they finish.