Propense, an AI SaaS platform for professional services firms, has launched Hatfield, an agentic AI client service partner that helps accounting and legal professionals deliver personalized client experiences without adding to their workloads.
Designed to serve as a “second brain” for professionals who operate with the natural tension of selling and servicing required in the “seller/doer” model, Hatfield continuously monitors a partner’s book of business, surfacing timely risks, cross-selling opportunities, and meaningful milestones—such as client birthdays and anniversaries—in personalized digests and dashboards complete with recommended messaging for client follow-ups.
The platform also tracks client social media activity, regulatory updates, industry news, and other external signals in real time, translating them into context-rich alerts and ready-to-send email drafts. These features allow professionals to thoughtfully engage clients throughout the year and take action at the right moments, strengthening client satisfaction and retention.
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Hatfield’s key capabilities include:
- 24/7 Client Monitoring: Tracks critical client signals, social media, external events, and regulatory and market changes in real time.
- Built to Serve Professionals: Professionals decide when and how often alerts are delivered, with settings to adjust frequency during busy season, selling season, or other dominant times.
- Proactive Alerts: Flags urgent needs, relationship risks, and opportunities the moment they matter.
- White-Glove at Scale: Helps professionals deliver personalized, high-touch service to every client—automatically.
- Reputation Protection: Prevents professionals from missing what clients expect them to notice, paving the way for mutually beneficial relationships.
“Accounting and legal professionals are expected to stay on top of everything that impacts their clients, even while managing filings, meetings, and court obligations,” said Timothy Keith, CEO and founder of Propense. “Tracking milestones, staying aware of changes in a client’s business, and knowing when to reach out can be difficult when teams are stretched thin. Hatfield removes this burden by automating client service touchpoints, making it easy for clients to feel seen and supported without requiring more time from busy professionals.”
“For accountants, Hatfield may flag a tax rule change ahead of a planning conversation or identify growth patterns that signal readiness for advisory services,” Keith continued. “For legal professionals, it can surface regulatory updates affecting multiple clients or business milestones that create opportunities for proactive counsel.”
Unlike traditional software, Hatfield is not a chatbot, CRM, or sales automation platform. Hatfield integrates seamlessly into existing workflows, eliminating the need for manual updates, data entry, and other time-consuming tasks. What also makes Hatfield feel different is that it can be completely personalized by each professional’s schedules, preferences, and needs.
Over time, Hatfield adapts to each professional’s behavior and communication style, fine-tuning its approach so it feels less like a tool and more like a natural extension of how they already think and operate.
“Hatfield is designed to support professionals, not replace them,” Keith said. “It gives professionals the ability to connect with more clients on a human level, in far less time. Clients don’t want to hear from robots. They want to hear from their advisor. Hatfield makes that possible at the moments that matter most.”
Hatfield is currently available as a new product to Propense’s current software enjoyed by a growing number of Propense clients. Professional services firms interested in Hatfield can access the tool after signing up for Propense.
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