How atWORK is empowering advisers in a tech-focused world

Technology has quietly but fundamentally reshaped the way financial advisers operate. From sole proprietors running lean practices to large corporates with thousands of advisers, the needs are as diverse as the clients they serve. Yet, one truth remains: effective advice today cannot exist without robust, secure and integrated technology. 

“Advisers are becoming increasingly dependent on software,” says Niclaas Roets, CEO of atWORK, a company that specialises in technology solutions for the financial advice industry. “Your client data, your compliance, your reporting – all of it lives in the system. That’s why it’s critical to know whether the technology partner you choose has the security, infrastructure and expertise to support that responsibility.” 

For Roets, the shift to cloud-based systems has been a game-changer. No longer burdened by firewalls and in-house infrastructure, advisers now benefit from environments safeguarded by major providers such as Microsoft Azure or AWS. But while the technology is available, he cautions that not all advisers fully appreciate the risks: “Many advisers don’t think about cybercrime until something goes wrong. They log in, upload client documents, and trust that it’s all safe. But behind the scenes, we’re running penetration tests, monitoring security policies and making sure the data is protected. That’s the invisible part of advice tech that clients and advisers rarely see, but it’s crucial.” 

At the core of this transformation lies one thing: client data. Roets describes it as the most valuable asset an adviser has. A modern CRM system not only houses personal details, but integrates reminders, workflows, campaigns, compliance records and even digital signatures into one secure space. “It’s about centralising the heartbeat of the adviser’s business,” he says. “The more seamlessly those tools work together, the more time advisers have for what really matters, which is their clients.” 

As digital tools reshape the advice landscape, one of the biggest shifts underway is the development of client-facing platforms that simplify communication and improve access to information. For  atWORK, this is where Client Zone comes in. 

“Client Zone is essentially a portal where advisers can allow their clients to log in, view relevant information and even exchange documents securely,” explains Roets. “It’s completely white-labelled, so from the client’s perspective, it looks and feels like their adviser’s own website. They can log in, check values, access investment statements, or upload FICA documents, all in one place.” 

The platform has been designed with flexibility in mind: advisers decide exactly what their clients can and can’t see, ensuring control remains firmly in their hands. It also replaces clunky email processes, offering clients peace of mind with greater security and convenience. 

Sara-Lee Prinsloo, Marketing Manager at atWORK, notes that Client Zone was developed in direct response to client demand. “Younger clients, in particular, want a more interactive relationship with their advisers. They’re less comfortable with sensitive information being sent over email. Having a secure, easy-to-use portal meets that expectation while strengthening trust.” 

Bridging the generational gap 

Technology adoption is never a one-size-fits-all. The advice profession remains weighted towards older advisers, many of whom aren’t naturally tech-savvy. “In general, advisers tend to be conservative with tech,” says Roets. “And that makes sense because this is an industry built on trust and handling people’s money. With scams and fraud in the news, many advisers are understandably cautious.” 

That’s why usability is key.  atWORK has rebuilt its CRM platform with simplicity, speed, and stability at the centre. “The easier and cleaner we can make it, the more time advisers can spend where it really matters – talking to clients,” says Roets. 

This dual reality – in which older advisers need straightforward solutions, while younger advisers and clients expect more digital interaction – has shaped  atWORK strategy. “We have to balance innovation with accessibility,” he says. 

Where AI fits in 

Artificial intelligence is on everyone’s lips, but how does it really apply to advisers? AtWork’s answer lies in using AI to reduce admin and surface insights. Currently, AI is being deployed on the back end to assist developers, but forward-facing applications are also being piloted. One example is the ability to drag and drop policy documents into the system and have client information automatically populated, saving hours of manual data entry. 

“This is where AI can be a real game-changer,” Roets explains. “Think about the time advisers spend capturing information from different insurers or investment providers. Soon, all they’ll need to do is upload the policy, and the system will do the rest.” 

AI also opens the door to more intuitive insights. Advisers could log into a client’s profile and instantly see key prompts, such as clients approaching retirement, those due for reviews, or those who may benefit from additional retirement annuity contributions. “The tech in the background is complex, but for the adviser, it should feel effortless,” says Roets. “That’s where AI is heading.” 

Keeping the human touch 

Despite the rise of AI and client portals, both Roets and Prinsloo emphasise that technology is not replacing advisers, it’s empowering them. “Tech should free up time for advisers to focus on what they do best: building relationships and giving personalised advice,” says Prinsloo. “atWORK is a tech company, but we’re also a human company. Adoption support, training, and after-sales service are just as important as the software itself.” 

She adds: “Ultimately, clients still choose their advisers because of trust, empathy, and human understanding. Technology is there to enable that relationship, not replace it.” 

After nearly three decades in business,  atWORK remains clear about its mission: to empower advisers with tools that make their businesses stronger while keeping the client relationship at the centre. “Technology changes fast, but one thing hasn’t changed,” concludes Roets. “Advisers want to spend less time on admin and more time with clients. Everything we do is designed to make that possible.”