1Script 2Agent rubric 3Grade the agent 4Suitability rubric 5Transcript 6The profile

From cold call to a ranked "who to call next"

The whole funnel, walked through on one real call — Marie → Anthony Ferrie, 19 Jun.

1The script the agent runs

A profiler, not a pitch. The agent confirms the email, gets permission, then works through set questions. Every answer feeds the scoring later — so the questions ARE the data model.

Where have you made your best returns?→ signals sophistication + favoured asset
How far away from retirement are you?→ horizon (capacity + engine: Growth vs Legacy)
Do you work with an adviser / wealth manager, or make your own decisions?→ self-directed = platform fit (belief axis)
How often do you pull everything together to see all assets in one place?→ the core pain Unlock solves (belief / readiness)
What type of assets do you hold? (property, pensions, ISAs, stocks…)→ capacity / wealth axis
Have you ever invested outside the mainstream? (gold, bitcoin, EIS, art…)→ risk-engine + EIS-fit axis
Follow-ups: how much in it / how many properties / when would you look to act?→ investable amount + timeframe (the two most-skipped, most-valuable fields)

Source: the live profiler script (profiler-script-V1), as actually delivered in the 19 Jun calls. Marie, Sharlene, Sophia and Jeyda all run this.

2The agent rubric — how we grade the call

Separate from the investor. This grades the agent's delivery: did they run the script properly and capture the data? Two tracks.

Track	What it measures	Scale
A — Execution	Did they follow the locked script: open, permission, all questions asked, answers captured (esp. assets, amount, alternatives, timeframe), clean close?	0–100
B — Discipline	Compliance + process: no advice given, EIS not mis-sold, correct disposition tag, notes logged.	0–20

Banded: 90+ exemplar · 75–89 strong · 60–74 coachable · <60 re-train. Failures are read as structural (a step the script doesn't enforce) not random — so a low score points to a script fix, not just a telling-off.

Illustrative structure — the full locked rubric lives in Skills/call-grading (the QC pattern already used on the Opulence campaign).

3Scoring the agent — Marie's call, graded

Run the rubric over the actual Anthony Ferrie call.

78/100

Track A · Strong Track B · 17/20

Did well	Gaps → coaching
Warm open; confirmed email; got permission; ran best-returns, horizon, adviser, aggregation, assets and alternatives in order.	Didn't capture investable amount (£). No "when would you look to act?" close. Didn't deepen the IHT / "becoming a director" thread.

⭐ The tie-in: the two fields Marie missed — amount and timeframe — are the exact inputs the suitability rubric needs next. Grading the agent and scoring the investor share the same data. Better profiling in = better ranking out.

4The investor suitability rubric

Now the prospect. Three axes → a score → a tier, persona and engine. Internal prioritisation only — never advice, never shown to the investor.

Capacity / wealth0–40

Assets held, breadth, horizon, investable amount.

Risk-engine / EIS-fit0–35

Appetite, already-invests-off-mainstream, taxpayer position → which engine (Preserver / Growth / Legacy) and whether EIS is appropriate.

Belief / readiness0–29

Self-directed, feels the aggregation pain, engaged, ready to act.

Tier	Score	Meaning
T1	≥78	Call now
T2	60–77	Strong — this week
T3	42–59	Worth a touch
T4	<42	Nurture, don't chase

Overrides: undetermined engine or sub-£1M caps at T3 · Preserver + mainstream-only = EIS-caution (capital-at-risk). Persona tags: P2 building · P3 business-owner · P5 established wealth.

Source: suitability-rubric-V1 (versioned, in the vault).

5The actual transcript

What the rubric reads. Real Aircall export, 19 Jun — lightly trimmed; contact details masked.

Call 3882982848 · Marie UNLOCKDD → Anthony Ferrie · 19 Jun 2026 · Tag: unlock_callback (qualified)

Marie: Hi Anthony, it's Marie calling from Enterprise UK. How are you?
Anthony: Good, yourself?
Marie: …we publish a market report and introduce new ideas to private investors. I've got an email for you — antho****@hotmail.com — still correct? I'll send you our latest report.
Anthony: That's correct, yes.
Marie: This year's report covers the April 2027 pension change and talks about Unlock — a platform where you see and compare all your investments in one place. A few quick questions, have you got a couple of minutes?
Anthony: Yes, go ahead.
Marie: Where have you made your best returns?
Anthony: Stocks and shares.
Marie: And how far away from retirement are you?
Anthony: Just over 20 [years].
Marie: Do you work with anyone on your finances — an adviser, wealth manager — or make your own decisions?
Anthony: I make all my own decisions.
Marie: And how often do you pull everything together to see all your assets in a single spreadsheet?
Anthony: I've never done it in a single spreadsheet.
Marie: What type of assets do you hold? Property, pensions, ISAs, stocks?
Anthony: A few ISAs, some property, my pension — and stocks and shares.
Marie: Have you ever invested outside the mainstream — gold, bitcoin, EIS, art?
Anthony: Yes — gold and silver, quite a bit of that. A few other variants too…
Marie: [continues — IHT / becoming a company director discussed]

⚠ Real prospect data. This view is internal-only — names/phones/emails must stay access-gated, never on a public URL.

6The resulting profile

Answers → axes → tier + persona + engine + next step. This is the card that lands on the tracker.

Capacity / wealth28 / 40

Diversified — property + pension + ISAs + stocks + commodities; 20yr horizon. Capped because £ amount wasn't captured.

Risk-engine / EIS-fit30 / 35

Already off-mainstream (gold/silver); self-directed; becoming a director → taxpayer. Strong EIS fit.

Belief / readiness18 / 29

Never aggregates → feels the exact pain Unlock solves; engaged. No explicit timeline to act yet.

Anthony Ferrie T2 · 76

Persona × engine

P5 (established wealth) × Legacy

Lead pillar

Aggregation + IHT / estate planning

EIS

EIS ok diversified, off-mainstream, taxpayer

Why call

Diversified self-director who never sees it in one place; IHT live as he becomes a director.

Best time

After 2pm

Next step

Send report → call to book demo; capture investable £ + timeframe (the gaps from the call).

…and that card is one row in the ranked tracker — sitting between Alvin Kuti (T1·80) and Paul Filenczuk (T2·73) from the same 19 Jun batch. That ranked list is the end-state team view.