SaaS Wealth Insurance is a Vancouver-based advisory firm of four advisors that recently surpassed $100M in AUM, with over 1,000 insurance policies in force for its clients. We spoke with Brandon Chapman, Principal, Aileen Dasalla, Financial Advisor, and Lina Khan, Operations Manager, about how AdvisorFlow has become part of the firm's day-to-day workflow.
SaaS Wealth Insurance works primarily with technology professionals, from young professionals and families to founders, executives, and retirees. Principal Brandon Chapman focuses on founders and technology leaders, while Aileen Dasalla works primarily with young professionals, families, and retirees, collaborating with Brandon on retirement cases.
The firm's technology-first mindset extends beyond the clients it serves. SaaS stays closely connected to developments in technology and the industries its clients work in, with a focus on delivering modern, personalized advice.
When the team looked back at their experiences in traditional advisory environments, one thing stood out: too much of the client experience depended on PDFs, paper, and email.
Clients had to download forms, complete them, and send them back, while advisors spent time attaching documents, following up, and manually collecting information. For Aileen, that also meant trying to remember every detail during client meetings.
“There could be some questions I wanted to ask clients during the meeting that I would miss… Especially the very small details like their birthdays, that wouldn’t be in the top of your head, right?”
When SaaS Wealth Insurance launched in 2021, the team had an opportunity to build differently.
AdvisorFlow was already familiar to Aileen from her Canada Life training, where she had started using the platform wherever possible. When she joined SaaS, she continued incorporating it into her workflow.
For the team, the value went beyond replacing PDFs. AdvisorFlow gave SaaS a way to build repeatable processes around how client information is collected, organized, and shared - while still allowing the team to tailor those processes to their clients.
The platform also provided a more secure way to collect sensitive information than relying on PDFs sent through email, which aligned with the firm's focus on creating a modern client experience.
Today, AdvisorFlow is part of Brandon and Aileen’s day-to-day workflow. They use the template forms throughout the client process, from the introduction and financial overview forms to risk, insurance needs analysis, and identity verification.
“It pretty much fits in through every part of the process.”
The team can start with an existing template and customize it when a workflow calls for something more specific. This gives them a consistent foundation while still allowing them to tailor the experience to their clients and their own processes.
AdvisorFlow also stays in the picture beyond onboarding. During annual reviews, clients can update their financial information and upload documents directly, keeping information current without having to restart the collection process.
The Laylah CRM integration adds another layer to the workflow. When a client submits a form, their basic information is automatically carried over into Laylah, eliminating duplicate data entry and reducing the administrative work involved in creating a new client profile.
For SaaS Wealth Insurance, one of the bigger advantages of having this infrastructure in place is what it means for the team.
Brandon and Aileen can share access to client information when collaborating on cases or joint meetings, while the firm's dashboards and workflows give advisors a consistent foundation to work from.
As the practice adds advisors, they don't have to recreate processes or learn how to manage each client relationship from scratch. The team can maintain a consistent experience across advisors while still allowing individual advisors to have their own processes where needed.
That balance, standardization without losing personalization, has become an important part of how SaaS can grow without compromising the client experience.
The clearest measure of impact is time. Aileen estimates that AdvisorFlow saves around four hours per client across the financial overview, identity verification, and risk forms.
At scale, those hours quickly add up:
“If that's for like every client as well… there's 40 hours in a week. Because if I'm saving 4 hours … that’s half a day.”
That time isn't just administrative time saved, it gives Aileen more space to focus on the client. She says reducing the paperwork and information-gathering burden has lowered her mental load and allowed her to spend more of each meeting on meaningful financial conversations.
The digital experience also reinforces the firm's professional image. Rather than sending PDFs back and forth, online forms help SaaS Wealth Insurance deliver the modern, technology-forward experience its clients expect.
For SaaS Wealth Insurance, AdvisorFlow has evolved beyond a way to digitize paperwork. It has become part of the operational infrastructure behind the practice, from collecting information and maintaining client records to creating repeatable workflows and giving the team shared visibility.
The result is a system that can support the firm as it grows: consistent enough to give every advisor a strong foundation, but flexible enough to accommodate different clients, advisors, and workflows.
As AdvisorFlow and SaaS Wealth Insurance continue to grow, the focus remains on making the client experience even more connected. With clients often interacting with several financial platforms, expanding integrations can reduce friction and make those experiences feel more seamless.
For a firm that set out to build differently from day one, the goal remains the same: creating the infrastructure to deliver a consistent, modern client experience as the practice, and its team, continues to grow.
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