Atura is a chat-based AI customer assistant built for asset management, insurance, and lending industries. The chat platform is designed to significantly reduce the load on call centres through automated adaptive dialogues facilitated by Microsoft LUIS and the Microsoft Bot Framework. Atura unearths the underlying intent from customer queries which are expressed in (highly variable) natural language. Atura can thus understand and respond to customer queries itself, which traditionally would either flow through a call centre or be executed by financial planners. The chat platform can assist alongside the entire lifecycle of an asset management, insurance, or lending customer. It facilitates leads generation, on-boarding, query resolution as well as the tasks associated with these industries; including transacting, viewing fund balances and statements, providing investment information, retrieving tax certificates, advising about insurance claims and policy, and profile details management. By facilitating these regularly occurring interactions in an elegant and succinct manner, the load on traditional call centres has been proven to be notably reduced. In addition, with instant messaging as the fastest growing channel of communication globally, the “always-on” virtual assistant meets customer demand for constant availability. The negligible data costs accrued on WhatsApp, Facebook or web chat channels further make these channels very attractive to the modern, cost-sensitive client.