"My team woke up the next day and we were no longer using our old software": How White Coat Financial uses Marloo to know every client like its best

Gurtej Varn runs White Coat Financial, a wealth practice built for dentists. With a small team managing hundreds of households, the questions that matter most are about history: what he recommended to a client six months ago, what has happened since, and what to raise on today's call. Gurtej doesn't dig through files for the answers. He asks Marloo.

"Without it, honestly, I don't know what I would do."

Ask Marloo works across everything the firm holds on each client: meetings, emails and files. So Gurtej starts with a question, not a search.

"Marloo allows me to go and look at the meeting that I had with someone a few weeks ago or a few months ago and find out specifically what was recommended then. And then it'll look through my emails and tell me what's actually been actioned since that last meeting and what I should be following up on."

Before a call, Gurtej asks Marloo three main questions.

"What did I recommend before? What out of my recommendations has actually moved forward? What should I prep for the call today?"

It keeps working once the call starts. Gurtej can ask what a specific line on a client's tax return says instead of fishing for the document. And when a client brings up something from months back, he doesn't have to promise to get back to them.

"Sometimes you'll be on a phone call with a client and you can't remember advice you gave six months ago. I could quite literally speak to Ask Marloo and it'll give me the response really quickly, so that by the time the client's done talking, I have a response for them."

That only works because everything lives in one place. Before Marloo, the firm's information was split across separate tools, the CRM among them. When White Coat moved to Marloo, Gurtej didn't run the two side by side. He took all the data out of his old CRM, stayed up all night moving it across, and had the practice on Marloo the same day.

"My team woke up the next day and we were no longer using our old software. For me, that speaks to how easy it is to use Marloo."

Marloo's notetaker earns its place too. Before, even with a notetaker, everything after a call was manual. Other tools didn't meet his regulator's rules, weren't built for financial advice and mangled basic financial acronyms. So he pasted their notes into ChatGPT or Claude with a template, fixed the inevitable errors, wrote the client recap himself and assigned tasks to his team by hand, explaining the nuance every time. He kept an hour free between meetings just to get through it, and the work still followed him home.

"I was constantly that guy who'd say, hey, I'll be done in 20 minutes. And really an hour and a half later, I'm still at my desk and my wife's like, the dinner has gone cold. What's going on? Things are different with Marloo because I'm more productive."

The notes, the recap and the tasks are now ready for a quick check when the call ends, and each task goes to the right person with the context they need.

"I could just tell it, hey, assign the investment task to our investment advisor. Assign the insurance task, and in the task include the nuance and description that is non-client-facing. And Marloo would just know what to do."

And it keeps track of what he promises clients.

"It's made it easier so nothing falls through the cracks, because Marloo would automatically pick up something I said to the client that I was going to do."

He puts the saving at 30 minutes or more per meeting. Across at least 18 meetings a week, that's nine hours on recaps alone, and at least 10 hours once he counts the documents he no longer goes looking for mid-call.

"I could have more meetings in a day if I wanted to."

Nine hours a week makes a strong case on its own. But the notes are where Marloo starts, not where it stops. Gurtej now uses Ask Marloo to plan the business itself.

"As advisors, we're doing forecasts all the time for clients on their finances. But I'm able to now forecast with my book. How much capacity do I have? How much bandwidth do I have?"

It starts with his pipeline. One question pulls up every prospect he's due to meet in the next three months.

"I can just go into that chat feature and say, hey Marloo, how many prospects do I have who I have meetings coming up in the next three months? And it'll go through my whole book and find who I have upcoming calls with."

Then he adds the review calls his existing clients need, and checks the total against the time he actually has.

"I literally went to chat and I asked, OK, well, these are my meeting slots. You can see how many available I have. How am I going to actually forecast to sell?"

The result is a forecast of his own capacity: the reviews he owes, the slots left over and how many new clients he can actually onboard. The day-to-day questions take one line too. He marks favorites for the clients who need more support, then asks Marloo which clients need a follow-up most urgently.

"It's huge having those features, being able to chat across my whole book and just know what's going on with everyone."