Fintech firm SigFig is rolling out a sales platform that uses artificial intelligence to better connect bank clients to more products and services.

“One of the challenges for today’s banks is improving banker-customer conversations and delivering a better sales experience,” according to SigFig CEO Mike Sha. “We believe SigFig Atlas solves the need for a dynamic, user-friendly, digital needs assessment system that supports branches, online and contact center channels.”

SigFig — which says its technology is already used by 70 million consumers — also has a robo-advisor that it sells to financial institutions and a managed account platform for advisors (called CoPilot).

Technology consultant Gavin Spitzner gave the move a thumbs-up on Twitter. He says it’s a “smart strategic evolution” for SigFig “to focus on retail bank client engagement given [its] bank target market and solving a problem that both helps the bank and creates [a] stronger funnel for SigFig-powered digital advice.”

SigFig works with industry heavyweights UBS and Wells Fargo, which have turned to the firm help it reach mass affluent investors. It also has the backing of firms like Bain Capital Ventures.

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