Written by Lauren Rash

I recently had the opportunity to travel to Boston for the annual Axtella Conference, where financial professionals gathered to discuss some of the biggest changes happening in our industry. This was my first time attending a conference like this, so I was a little nervous and wasn’t sure what to expect, but I am so glad I went!

The theme of this year’s conference was AI vs. Humanity. With artificial intelligence changing how we work, communicate, invest, and even search for information, there was plenty to talk about. I came home with some new ideas and a few things to put into practice.

Here are a few things that stuck with me.

Day 1: First Session-  AI is a tool, not a replacement for our voice

This session focused on how people find businesses and information in the age of AI. Search engines are evolving, and tools like ChatGPT and Google’s AI-powered search are changing how people discover brands. The takeaway? Having a good website and useful online content still matters, but making sure your business has a genuine, recognizable voice matters just as much.

We also heard about how AI can help advisors work more efficiently, identify opportunities, and spend less time on repetitive tasks.

But there was another interesting takeaway: while AI can be incredibly helpful for generating ideas, organizing information, and improving content, it can also make everything sound extremely bland and generic.

For me, that was a good reminder that our content needs to sound like us. We want to use technology to help us communicate better, not lose the personality and individual perspective behind what we do.

Took a quick walk down to Fan Pier Park during a break between sessions. Lucked out with gorgeous fall weather!

Terrible photo, amazing lobster roll. Not pictured- the 20 birds hovering around me waiting for a fry to drop

Afternoon Sessions- The future of financial planning is still personal

One of the biggest reminders from the conference was that financial planning is about so much more than numbers, algorithms, and investment strategies.

A session on the next generation of wealth really drove that point home. As wealth transfers from one generation to the next, relationships matter.

Another session focused on the idea of belonging and building relationships that go beyond transactions. That’s something we always strive for.  We want our clients to feel like people, not account numbers.

Because at the end of the day, a computer can process information, but it can’t replace the trust that comes from knowing someone, understanding their goals, and being there when life gets complicated.

Ready for day 2!

Day  2-  AI can make us more efficient

There were also some interesting conversations about how AI is being used behind the scenes in investment management.

One presentation explored how technology can help financial professionals uncover investment opportunities, analyze information, and work more efficiently. And that’s where it seems AI has some of its biggest potential.

If technology can help us spend less time on repetitive tasks, process information more efficiently, and improve the tools available to us, that’s a win.

The important distinction is remembering that better technology should ultimately lead to better service and more time spent focusing on clients.

It’s not about replacing the person behind the financial plan. It’s about giving them better tools.

Lunch break- more seafood 😊

Night 2 dinner theme- Colonial Cyber-Rebellion Boston Tea Party 2.0

I think my main takeaway from the conference was that the future probably isn’t AI versus humanity. It’s finding the right ways to use technology while keeping the human side of our business front and center.

We will continue looking for ways to use new tools, learn new things, and make the planning experience better for our clients. We will also keep doing what we believe matters most, which is building relationships and keeping financial planning personal.

Philip Lockwood | Founder + Managing Partner

Address | 1501 Ingersoll Ave. Suite 201 Des Moines, IA 50309 Phone | 515-274-8006

Email | Plockwood@parklandrep.com Website | Lockwood Financial Strategies Securities offered through Parkland Securities, LLC, member FINRA (FINRA.org) and SIPC (SIPC.org). Investment Advisory services offered through SPC, a Registered Investment Advisor. Lockwood Financial Strategies, LLC is independent of Parkland Securities, LLC and SPC