AI Notetaker turned Lead Gen

Ok, so this pivot has fascinated me and I haven’t seen anyone write about it… so I decided to write about it.

Back when I was cataloging notetakers (all 39+ of them)… I came across Warmer by the founding team at Betterment:

And of course, I thought… “Oh no, not another notetaker! What are they thinking???”

I might have checked the site a couple more times, and then forgot about it. But then sometime in the past month or so, I revisited the site and saw something very different:

Wait, what? A notetaker became an advisor database? How’s that work?

I was confused… but then just yesterday, I was searching for an advisor and saw their Warmer profile come up as the first result:

And that piqued my interest. So I checked out the site again:

getwarmer.com/advisors/

An open search of all 400,000 advisors and their firms:

getwarmer.com/directory/

A cool map search feature:

So then, obviously, I wondered how they were going to get traffic… and how they were charging advisors for claiming their listing…

I still don’t know about the traffic part (but apparently a direct name search for an advisor works on Google), but the monetizing part is interesting:

So it’s free… but they take a cut of revenue if the lead becomes a client… sounds like Zoe Financial and some others (Finny did this at one point).

But what about that notetaker? Is it still in the picture?

Well, hello there notetaker!

Ohhhh, so the notetaker is how they keep tabs on the prospect conversations… I assume any leads coming through need to have the notetaker involved in the meetings.

Ok, so maybe I’m weird, but isn’t this pivot fascinating?

You heard of any other notetakers that pivoted to something interesting?

To Epic Pivot Stories,

Joe