How advice firms can use AI to transform their processes

In this episode of the ifa Show, host Keith Ford speaks with Unbound Financial founder Charmaine Hall about how she has embedded AI across her financial advice business to reclaim time, cut costs, and deepen client relationships. Charmaine dives into the risks, boundaries, and ethics of AI in advice, stressing the importance of accuracy checks, not over‑trusting AI, and putting tight security and data‑handling controls in place. Tune in to hear: How AI can enhance the human side of advice. Why advisers need to look beyond simply generating file notes to reap the benefits. Balancing the use of AI with ethical concerns.