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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.”
SAM is the verifiable engine that calculates plans and surfaces strategies. SAM Guide is the AI agent that helps you work faster inside the app. Any numbers SAM Guide reports are computed by SAM, not generated.
Lydia's behavioral coaching is delivered through SAM Guide.
Yes. SAM Guide does not store your conversations, or use them to train models. It is closed and only accesses plan information in your Conquest instance; it does not search the internet.
Lydia is a behavioral coaching capability from Shaping Wealth, built to help advisors have better client conversations. Where SAM solves the plan, Lydia helps with the conversation around it, such as preparing for a volatile-markets check-in, a couple who disagree, or an overspending client. It is plan-aware and works in the flow of an advisor's work, drawing on behavioral science rather than generic talking points.
SAM is the verifiable AI financial advice engine that builds and calculates the plan. Lydia helps coach the advisor on the human conversation around that plan. The short version: SAM solves the plan, Lydia supports the conversation.
Lydia's behavioral coaching is delivered through SAM Guide.
Shaping Wealth is the global wealth industry’s premier learning and engagement platform powering human-first financial guidance. The firm develops coaching and content experiences designed to educate and inspire advice firms ranging from small RIAs to Fortune 500 companies.
Strategic Advice Manager® (SAM) is Conquest's verifiable AI financial advice engine. It comprises a calculation engine and proprietary AI expert system that analyzes each client's complete financial picture and surfaces ranked, actionable strategies. Unlike generative AI, SAM is a deterministic engine: It produces auditable, repeatable results based on codified financial planning best practices.
Yes. And in today’s regulatory environment, that matters. Because SAM comprises a calculation engine and proprietary AI expert system, it is a deterministic engine that 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.
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.
No. Because SAM is a deterministic 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.
Shaping Wealth 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. Lydia is built on a decade of Shaping Wealth's proprietary behavioral science and embedded directly in the Conquest workflow.
SAM is the deterministic engine that calculates plans and surfaces strategies; the same inputs always produce the same auditable result. SAM Guide is the AI agent inside the Conquest app.
Ask it about a client's plan or how to do something in the software, in plain language, and it answers in seconds or completes the task for you. SAM Guide works only from your Conquest data, never the open web. In short, SAM does the math, and SAM Guide helps you work faster, with a person in control of both.
