Lydia brings in-the-moment coaching into the advisor workflow — so every advisor in your firm delivers advice with confidence and empathy to inspire better client outcomes.
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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.
Meet sam
Plan-aware by design
Lydia coaches in the context of a client's plan and SAM strategies, not generic scenarios.
In your workflow
No context switching to a separate destination. Lydia works where planning happens.
Built on real behavioral science
A decade of proprietary Shaping Wealth frameworks, not a vibe-coded agent.
Learn by doing, not studying
Experience drives growth. With Lydia and SAM aligned, planning gets better and faster.
The modern advisor wears two hats: mechanic and guide — an expert to build the plan and a coach to deliver it. SAM is the master mechanic. Lydia is the master guide. Together, they give advisors something that literally no one in this industry has ever had access to before.
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.
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Life doesn’t go according to plan. When a client conversation needs a human touch, Lydia steps in as an empathetic collaborator, coach, and teammate.
A couple in their late 50s, second marriage for both
He has two adult children from his first marriage; she has one
They've accumulated significant joint assets but also have separate inheritances. His children are pushing him to protect "their" share, while his wife feels sidelined and untrusted. Tensions are rising as retirement approaches
A couple in their mid-40s
One spouse recently left their career to care for an aging parent full-time. The financial plan was built on dual income. The other spouse is resentful but won't say it directly
Retirement contributions have stalled, and neither wants to acknowledge how far off-track they've drifted
A couple in their mid-40s
A couple in their early 60s, both ready to retire, but he wants to downsize and travel, while she wants to stay in the family home and support their adult child who's struggling financially
Neither has told the other how strongly they feel
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 Conquest's proprietary planning engine.
It is an AI expert system that analyzes each client's complete financial picture and surfaces ranked, actionable strategies. Unlike generative AI, SAM is a deterministic calculation engine: It produces auditable, repeatable results based on codified financial planning best practices.
Yes. And in today’s regulatory environment, that matters. Because it is an AI expert system, the deterministic calculation engine 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.
No. SAM is a proprietary deterministic calculation engine that does not contain or support an algorithm that learns and adapts.
SAM is an expert system under the broad category of “Artificial Intelligence,” but it is a deterministic calculation engine or AI expert system. It is not an LLM or generative AI like the models from OpenAI, Anthropic and others; gen AI models can produce a slightly different response every time.
SAM guardrails are built to support jurisdictional compliance across multiple regulatory frameworks, including CRM2/CRM3 (Canada), Best Interest and DOL Fiduciary standards (U.S.), and FCA Targeted Support (UK).
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.
Strategies are fully encapsulated financial planning opportunities, represented as data-driven changes that can be consistently applied and evaluated.
Each strategy is guard-railed based on the relevant jurisdiction’s income tax rules, regulatory compliance, and cash flow affordability and personal preferences.
No. Because SAM is a calculation 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.
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.
The firm 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.
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