Turning data into dedication:
How First Command Built a Client 360 Model to Honor Every Military Family’s Financial Journey
Industry
Financial Services
Investment Management
Insurance
Financial Planning
Platforms
Company Profile
First Command Financial Services was founded in 1958 to provide comprehensive financial planning and coaching specifically to U.S. military members, veterans, and their families.
The company offers a complete range of financial products and services—including investments, insurance, and banking through its related entities—with a unique commitment to providing bespoke financial plans for military personnel.
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First Command’s coaching philosophy centers on understanding each client’s unique strengths, vulnerabilities, and life goals. However, their data infrastructure wasn’t supporting this personalized approach.
- Client data was siloed across multiple systems, making it difficult for advisors to access complete client profiles
- No unified segmentation model to tailor experiences based on client behaviors and preferences
- Lack of integrated Customer Lifetime Value (CLV) calculation to measure and enhance client loyalty
- Limited ability to deliver the personalized, coaching-led interactions that military families deserved
As Sean Hayward, Chief Data Officer at First Command, put it: “No one wants to sit down with their financial advisor and be asked the same questions they answered at their last meeting. That’s not a great experience.”
The business case was clear: to fulfill their mission of coaching military families toward financial security, First Command needed a comprehensive Client 360 view that would enable advisors to deliver truly personalized guidance.
First Command’s Mission: Coaching those who serve in their pursuit of financial security.
The Shift
Shift Partnered With First Command to Build a Full Client 360 Program That Transformed Siloed Data Into Actionable Client Insights
Strategic Data Foundation
- Unified disparate data sources into a cohesive Client 360 view
- Created a comprehensive data dictionary and taxonomy for consistent data management
- Established robust data governance, standardization, and cleansing processes
Technology Integration & Scalability
- Assessed and optimized technology stack for seamless data flow and accessibility
- Built scalable architecture supporting security and compliance requirements
- Created implementation roadmap with clear milestones and success metrics
Behavioral Segmentation Model
- Developed segmentation rooted in client behaviors and preferences rather than demographics
- Designed actionable segments for marketing, customer experience, and advisor enablement
- Built framework to support coaching-led interactions tailored to each client’s financial journey
Cross-Functional Alignment
- Secured buy-in and active participation from Finance, Marketing, Sales, and Compliance teams
- Established clear functional ownership with the enterprise data team
- Delivered fixed-fee engagement with transparent deliverables and timeline
Custom CLV Calculation
- Created a bespoke Client Lifetime Value model specific to First Command’s business model
- Enabled measurement and monitoring of customer loyalty and long-term value
- Provided framework for strengthening client relationships over time
The Customer 360 initiative has transformed how First Command serves military families:
Enhanced
- Complete Client Context: Advisors now access comprehensive client profiles, eliminating redundant questions and enabling more meaningful conversations
- Personalized Coaching: Segmentation enables advisors to tailor guidance based on each client’s life stage, goals, and preferences
- Stronger Relationships: Deeper client insights lead to more relevant interactions and improved long-term loyalty
Increased
- Unified Data Architecture: Previously siloed data sources now flow seamlessly into a single client view
- Scalable Foundation: Built infrastructure supports future AI capabilities and predictive modeling
- Cross-Functional Enablement: Marketing and Customer Experience teams can now deliver targeted, relevant messaging
Enabled
- Mission Alignment: Client 360 directly supports First Command’s coaching philosophy and client-first mission
- Future-Ready: A clear roadmap enables continuous enhancement of client experience capabilities
- Organizational Capability: Internal data team equipped with tools and processes for ongoing optimization
“We didn’t just build a Customer 360—we built a foundation for deeper relationships, better conversations, and more personalized coaching. At the end of the day, this isn’t about systems. It’s about making sure every military family feels seen, heard, and supported in the moments that matter.”
Sean Hayward – Chief Data & Analytics Officer
First Command Financial Services
Ready to transform your client experience?
By turning data silos into unified client insights, you can deliver the personalized experiences your clients deserve.