Chief Product Officer
Merit Financial Advisors
Brian Green is the Chief Product Officer at Merit Financial Advisors, where he leads the technology department and is focused on building the technology ecosystem of the future through a culture of innovation and collaboration. With over a decade of experience in the financial services industry, Brian has held leadership roles at Carson Group and Securities America, where he championed excellence and execution across technology and operations. Prior to his corporate career, Brian served for eight years as a United States Marine Corps officer, gaining leadership experience and strategic discipline that continues to inform his executive approach. He holds a Master’s degree in project management from the University of Wisconsin Platteville and a professional certification in corporate strategy from Cornell University. Brian is recognized for his strategic vision and cross-functional leadership, driving transformative initiatives that align technology with business growth.
Many firms are exploring AI tools, running pilots, and experimenting with new capabilities but far fewer have successfully embedded AI into their daily workflows. The difference often comes down to leadership, process design, and advisor adoption.
This session examines how leading advisory firms are moving beyond experimentation and turning AI into a practical part of everyday operations. Panelists will share real-world lessons on driving advisor buy-in, setting clear use cases, training teams, and measuring success.
Attendees will learn practical strategies for introducing AI into their firms responsibly and effectively transforming AI from an interesting experiment into a powerful tool that improves productivity, enhances client service, and supports firm growth.