How Broadridge Prepares Client-Facing Teams for Complex Conversations with Avarra

Overview

Broadridge Financial Solutions powers critical communications, governance, trading, and investing infrastructure for financial institutions around the world. With more than 15,000 associates globally and hundreds of solutions spanning front office, middle office, and back office technology, Broadridge operates at the center of the financial services ecosystem.

For sales and client-facing teams, this complexity creates a challenge. Conversations with clients are often technical, fast-moving, and unpredictable. To ensure teams consistently show up prepared and confident, Broadridge turned to Avarra to modernize how its go-to-market teams practice and develop their skills.

Challenge: Preparing Teams for Complex and Unpredictable Client Conversations

Broadridge has always invested heavily in learning and development. Sales teams regularly participate in workshops, external coaching programs, and traditional training sessions.

But these approaches often fell short of replicating real client interactions.

“What we were missing was the ability to practice that quick reaction,” said Steve Brown, Senior Vice President and Head of Brokerage Sales at Broadridge. “Clients might ask about something you weren’t expecting, and you have to pivot in the moment.”

In live meetings, financial services clients often ask detailed questions about security, implementation, or product capabilities. Sales professionals must respond immediately and confidently.

Traditional training helped build product knowledge, but it lacked the realism and repetition needed to prepare teams for those high-pressure moments.

Broadridge began searching for a modern learning approach that could simulate real client conversations while scaling across a large organization.

Solution: AI Simulations that Replicate Real Client Interactions

Broadridge selected Avarra to introduce realistic AI-driven simulations into its training and preparation workflows.

With Avarra, sales professionals practice conversations through dynamic simulations that mirror real client interactions. Teams can test messaging, handle objections, and refine their storytelling before entering live meetings.

The realism of the experience stood out immediately.

“When I first interacted with the simulation, what amazed me was how realistic it felt,” Brown said. “The AI acted exactly like our clients. It was cooperative, but it also challenged me the same way real clients do.”

The platform also proved easy to implement. New simulations can be created in minutes, allowing teams to quickly build scenarios for sales calls, negotiations, and complex client discussions.

Key capabilities implemented at Broadridge include:

• AI-driven simulations that mirror real client conversations
• Rapid creation of tailored practice scenarios
• Realistic objection handling and questioning from AI prospects
• Flexible simulations used by sales, account management, and legal teams

Although initially deployed for sales, adoption quickly expanded across other client-facing teams.

Results: Rapid Adoption, Stronger Preparation, and More Confident Client Conversations

Since implementing Avarra, Broadridge has quickly integrated simulations into how teams prepare for important conversations.

Key outcomes include:

• More than 25 simulations created and actively used by teams
• Faster preparation for complex client discussions
• Increased confidence across client-facing roles
• Adoption expanding beyond sales to account management and legal teams

The response from teams was immediate.

“When we brought in a few sales executives to try it, they were laughing and excited about it,” Brown said. “That’s when I knew we were onto something.”

The platform has also helped teams become more comfortable working with AI. As Broadridge continues developing AI-driven capabilities for clients, practicing with AI internally has helped employees build confidence using the technology.

Future Applications: Scaling to 100+ Simulations Across the Organization

Following early success, Broadridge plans to expand its use of Avarra across more teams and scenarios.

The company already has more than 25 simulations in use and expects that number to grow significantly.

“By the end of the year we’ll have well over 100 simulations,” Brown said.

As adoption grows, Avarra is becoming a core part of how Broadridge prepares teams for high-stakes client conversations while building a more confident, AI-enabled go-to-market organization.