Sales Assessment & Compliance Certification for Financial Services
Advisors face a dual bar: sell consultatively AND maintain regulatory compliance. Simmie assesses every rep against both — scoring client conversations with Reg BI and suitability guardrails baked into every rubric, certifying who's ready to advise, and prescribing targeted practice for the gaps that risk relationships and audits.
Trusted by leading financial services firms
Four readiness gates. Pass them before the client meeting, not during the audit.
Each gate is binary — pass or repeat. No advisor recommends a security until every gate is green.
Reg BI & Best Interest Standard
Pass criteria: Care, disclosure, conflict, and compliance obligations covered every recommendation
Until passed, blocks: Recommendations of any security, account type, or rollover until certified
Suitability & KYC
Pass criteria: FINRA 2111 customer-specific suitability factors elicited cleanly, no shortcuts
Until passed, blocks: New account opening, product placement, and IPS conversations
Fee & Conflict Disclosure
Pass criteria: Fees, share classes, and material conflicts disclosed in plain language — pre-recommendation
Until passed, blocks: Annuity, managed account, and proprietary product discussions
Fiduciary Communication
Pass criteria: Acts and speaks in client's best interest under both Reg BI and fiduciary standards
Until passed, blocks: ERISA rollover conversations, advisory account recommendations, plan-sponsor calls
Four scoring categories. Defensible to compliance, fair to advisors.
Every conversation is scored across these four dimensions — same rubric the home office uses, applied to every advisor in the field.
Discovery & Suitability
25%- Elicits all FINRA 2111 customer-specific factors (objectives, horizon, liquidity, risk tolerance, experience)
- Documents customer profile in client-friendly language without leading the answer
- Confirms understanding before pivoting to recommendations
Recommendation & Best Interest
30%- Ties every recommendation to a documented customer-specific need
- Considers reasonably available alternatives and explains rationale
- Frames cost, risk, and reward in plain language — no jargon shields
Disclosure & Compliance
25%- Discloses fees, share classes, and material conflicts before the recommendation lands
- Captures Reg BI Form CRS-aligned language at the right moments
- Avoids any guarantee, performance promise, or misleading comparison
Trust & Communication
20%- Listens, paraphrases, and confirms — no plowing through scripts
- De-escalates fee, performance, and market objections with empathy and math
- Earns the next meeting with a clear ask and written follow-up
Compliance scored on every roleplay — not sampled, not assumed
Reg BI, FINRA, ERISA, and state-level rules audited against every conversation. Every rubric tagged so the home office and field both see the same scorecard.
Regulatory Coverage
- Reg BI — Care, Disclosure, Conflict, and Compliance obligations
- FINRA Rule 2111 customer-specific suitability factors
- ERISA fiduciary standard for retirement and rollover conversations
- KYC, AML, and Form CRS-aligned disclosure language
Compliance Outputs
- Per-conversation compliance score with timestamped flags
- Advisor-level audit trails for branch principal review
- Re-certification triggers when regulations change
- Defensible reporting for OCIE/FINRA exams and supervision
Built for the dual bar advisors actually face
Stop training on production targets alone. Certify advisors who sell well AND stay clean — both, every time.
Reg BI scored on every call
Care, disclosure, conflict, and compliance obligations checked on every recommendation — not sampled.
Suitability you can defend
FINRA 2111 customer-specific factors documented every time. Audit trails the home office can stand on.
Fee and rollover conversations
Practice ERISA rollovers, share-class swaps, and fee compression talks against AI clients.
Advisor-tier certification
Promote advisors based on rubric performance and clean compliance — not production alone.
Reg BI Rollover — Pass Gate Walkthrough
Advisor recommends an ERISA 401(k) rollover to an IRA — the highest-scrutiny conversation in the book.
AI Client
"I just left my employer. I have $640K in the old 401(k). My buddy says I should roll it to an IRA so I have more control. Should I do that?"
Advisor
"Good question — and the right answer depends on a few things, not just the control argument. You have four legitimate options: leave it in the current plan, roll into your new employer's plan if eligible, roll into an IRA, or take a distribution. Each has different fees, investment menus, creditor protections, and tax treatments. Before I recommend anything, I'd like to compare the old plan's expense ratios and lineup against an IRA, walk through our advisory fee in plain language, and document why one option is in your best interest. Can we set up 30 minutes to gather the plan's 408(b)(2) disclosures and your full financial picture?"
Rubric Scoring
Promote advisors on rubric performance — not production alone
Three tiers. Every promotion backed by scored evidence the home office can defend in any exam.
FA — Certified
- Pass Reg BI, suitability, and disclosure pass gates
- 85%+ on discovery & suitability sub-rubric
- Three scored conversations approved by branch principal
Senior Advisor — Certified
- All four pass gates green
- 90%+ on best interest and disclosure sub-rubrics
- Defend a fee-vs-fund-vs-advisory recommendation against an AI HNW client panel
Wealth Partner — Certified
- All Senior Advisor requirements
- 92%+ overall rubric across 10 scored conversations
- Approved as a peer-coach for new-advisor onboarding cohorts
Built for every financial services seat
From new-hire FAs to senior wealth partners, every advisor measured against the same firm-wide rubric.
Financial Advisors
Practice Reg BI, suitability, and rollover conversations against AI clients before sitting across from real ones.
Compliance & Supervision
Audit trails, scored evidence, and re-certification triggers — built for OCIE and FINRA exams.
Branch & Field Leaders
See exactly where every advisor stands on every rubric — and prescribe the practice that closes the gap.