The Sanlam Studios team has developed an AI financial coach that educates customers, generates leads, and offers empathetic judgment-free financial support. The agent uses a hybrid UX/UI interface to engage users without leaving the coaching flow, making it more engaging for customers. It also generates personalized offers based on user data and offers proactive follow-ups with human advisors. The team built the agent using Voiceflow, leveraging LLMs, prompt chaining, and contextual summarization techniques. They experimented with safe bets, threw away initial agents, and worked closely with legal and compliance teams to ensure defensible choices. The AI coach has seen significant success, with 45% of offers leading to conversations with human advisors, zero follow-up questions from users, and double the conversation engagement compared to most agents. The team plans to expand the agent into new verticals and channels, including WhatsApp, and continue to innovate with AI.