Summer Signals: Six questions with Fairway’s team on the trends shaping client conversations

Across our Summer Signals series, we have explored emerging trends and client conversations, asking people from across the business the same six questions to understand what they’re seeing in the market, where clients are facing challenges, and what advisers should be considering.

In our final article, Jodie Gray discusses the growing role of technology and AI in the fiduciary industry, why adoption is accelerating, and how businesses can embrace innovation without losing sight of the expertise and trusted relationships that remain at the heart of exceptional client service.

What’s one thing you’re seeing more of from clients or advisers at the moment?
The increasing use of technology and AI to improve efficiency and enhance client service. While personal relationships remain at the heart of the industry, technology is transforming how we work and how quickly we can respond to clients’ needs. I'll admit I was initially sceptical about how useful AI would be in a relationship-driven industry, but I've found myself using it more and more to organise information, sense-check ideas and tackle the inevitable blank page when starting a document. It's become a useful assistant rather than a replacement for expertise. What has been interesting is seeing how quickly both businesses and individuals have become more comfortable incorporating these tools into their day-to-day activities. Ultimately, clients still value sound judgement, experience and trusted relationships, and those are things technology simply can't replace.

What’s driving that trend?
Clients increasingly expect higher levels of responsiveness, accessibility and service, while businesses are under constant pressure to operate efficiently and manage growing workloads. At the same time, the capabilities of technology have developed significantly over a relatively short period, making tools that once felt out of reach much more accessible. Many organisations are now recognising the opportunity to automate routine administrative tasks, streamline processes and improve access to information. This allows professionals to spend more time focusing on strategic thinking, problem solving and building meaningful client relationships.

What challenges does it create for clients?
The pace of change can be overwhelming. Clients are often faced with an increasing volume of information, new platforms and emerging technologies, making it difficult to determine what is genuinely useful and where the real opportunities lie. There is also the challenge of balancing innovation with appropriate governance, security and risk management. With so much discussion around AI and digital transformation, it can sometimes be difficult to separate the practical benefits from the hype and identify solutions that will deliver meaningful value in the long term.

How should clients or advisers be thinking about it?
Technology should be viewed as an enabler rather than a replacement for expertise. The most effective approach is to embrace innovation whilst maintaining a focus on professional judgement, strong governance and trusted relationships.

What’s one mistake or misconception you often see in this area?
One common misconception is that technology can replace experience and critical thinking. Whilst AI and automation can undoubtedly improve efficiency and help process information quickly, they don't provide context, professional judgement or an understanding of a client's unique circumstances. Another misconception is that adopting new technology will automatically solve operational challenges. In reality, technology tends to deliver the greatest benefits when it is implemented thoughtfully and used to enhance the skills and expertise that already exist within an organisation.

How can Fairway help?
Fairway combines technical expertise, practical experience and a personal approach. We embrace technology where it adds value, but our focus remains on understanding our clients' objectives and providing tailored advice and support. By combining innovation with strong relationships, we help clients navigate an increasingly complex environment with confidence and clarity.