How Money Advice Trust leveraged AI-powered feedback to save over 50hours/month

About Money Advice Trust

Money Advice Trust is a UK charity that provides free, impartial debt advice to over 150,000 individuals and small businesses each year through its services National Debtline and Business Debtline, with a mission to remove problem debt from people’s lives and prevent financial difficulty, the Money Advice Trust offers a blend of phone-based advice, self-help tools, and online portals such as My Money Steps and My Business Budget.

Despite their reach, over 8 million people in the UK are estimated to need debt advice, making the Money Advice Trust’s role — and its ability to scale — more vital than ever.

When feedback becomes a burden

Collecting and acting on client feedback is essential for the Money Advice Trust — not just to improve service, but to better understand the emotional impact of debt conversations.

However, their existing setup was holding them back. Feedback collection relied on a mix of SurveyMonkey, Mailchimp, and manual follow-up, with no integrated system. Verbatim comments (text feedback) were analyzed manually, creating bottlenecks. Different teams used their own survey tools, impacting  their ability to share insight and making it harder to develop a scalable way to understand what clients were really saying.

AI at the core, simplicity in the flow

The Money Advice Trust chose Feedier to simplify, centralize, and scale their feedback intelligence operations — with AI capabilities at the core.

What stood out:

• A seamless platform for collection, analysis, and reporting.
• Intelligent workflows with automated survey sequences and reminders.
• Deep AI-driven analysis of open-text feedback.
• Built-in NPS intelligence and action plan suggestions.
• European data hosting and full GDPR compliance.

11,000+ Responses captured across the full journey

Since implementing Feedier, the Money Advice Trust has collected over 11,000 responses using a three-stage feedback flow:

• 1 week after the first client interaction
• 6 weeks post-interaction
• 6 months after support, to measure long-term impact
  
  

This timeline gives the Money Advice Trust a complete view of how clients evolve over time — from relief at initial contact to any challenges faced when putting advice into action. Each touchpoint is carefully designed to surface different insights. And with Feedier’s built-in automation, the entire journey runs smoothly in the background.

AI that turns feedback into strategy

Feedier’s native AI capabilities were the biggest game changer. Instead of manually reading through thousands of comments, the Money Advice Trust now uses AI to:

• Identify recurring themes and problem areas.
• Generate action plans tied to NPS drivers.
• Highlight praise and pain points across teams.
• Deliver live feedback to frontline advisors.
• Power internal surveys across departments, including HR and learning & development.

The organization also exports feedback data via Feedier’s API to its Azure data stack (Data Factory + Databricks), where it’s enriched with CRM attributes from Microsoft Dynamics. This enables advanced filtering and reporting across personas, service types, and time periods.

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Over 50 hours saved every month

With Feedier, Money Advice Trust was able to completely reshape its internal feedback operations and reclaim valuable time — over 50 hours every month across teams.

Before Feedier, survey management and analysis were fragmented and manual. Now, everything runs on a streamlined, AI-native workflow:

• Survey distribution dropped from 2–3 hours per week to just 30 minutes, thanks to smart reminders and automated sequencing.
• Open-text feedback analysis — once handled manually, requiring each comment to be read individually  — now takes a fraction of the time, saving at least 35 hours per month.
• Centralized reporting and templates allow HR, Insight, and L&D teams to launch, reuse, and share results far faster — saving an additional 10-15 hours monthly.

"That's 10 hours saved per month on distribution, 35 hours on analysis, and another 10-15 on reporting. But it's not just time - it's about making feedback actually useful."

Beyond the time gains, the switch to Feedier also allowed the Money Advice Trust to eliminate multiple SurveyMonkey and Mailchimp accounts, consolidate feedback efforts, and reduce internal handoffs between teams.

Turning feedback into a strategic asset

For Money Advice Trust, Feedier has done more than streamline a process — it has reshaped how feedback lives within the organization. What was once a slow, manual, and fragmented effort is now a fast, intelligent system embedded in day-to-day operations. Insights that previously took weeks to surface are now available in real time. Teams aren’t just reacting to feedback — they’re learning from it, sharing it, and using it to guide decisions.

As the Money Advice Trust looks ahead, the focus is shifting from efficiency to empowerment. With AI at the core and a vision for conversational, self-service insights, Feedier is no longer just a tool — it’s a foundation for deeper understanding, stronger services, and more confident action.