Sambla Group launches Sam, an AI assistant in Sambla app to help individuals make better financial decisions

Sambla Group is launching Sam, an AI Assistant inside the Sambla app that helps users ask everyday questions about finances and manage their loans in clear, everyday language, around the clock. Users can open the chat, ask a free text question and receive an instant response, without needing to call, email or search the web. Soon, they will be tailored to their own financial situation, taking account of their current loans and long term objectives.

Sam explains key concepts about personal finance, supporting individuals on optimising their expenses. Besides providing advice on savings and insurances, it can explain everything people need to know about loans, such as interest rate, effective interest, amortisation and fees, clarifies the customer’s current loan set up in Sambla app and shows what happens if term, amount or repayment pace is changed. It also guides users when refinancing or consolidating loans might be relevant, what affects the interest rate they are offered and the advantages and drawbacks of different choices.

“Our starting point is simple. Everyone should feel confident in the financial decisions they make. With Sam, Sambla’s ambition is to give users a smart financial guide in their pocket that can take their questions at any time and turn complex terms into clear, actionable advice,” says Hans Skruvfors, Chief Executive Officer of Sambla Group.

“We want to show that technology can be used in a responsible way to create real, everyday value for our customers, and everyone in the Nordics; helping them compare options, understand tradeoffs and see how small changes today can strengthen their finances over time,” says Hans Skruvfors.

The assistant already handles many of the questions that today go to customer service and will gradually become more proactive, for example by highlighting potential monthly savings where relevant and always within the framework of responsible lending. When a case becomes complex or sensitive, it is easy to move from the AI assistant to a human advisor, so that AI and human expertise work together.

Sam is built with clear limits for what it can and cannot do. It explains, educates and guides within Sambla Group products, policies and regulations, but does not provide individual investment recommendations or promise outcomes. Customers are always informed when they are interacting with AI and when a human advisor takes over.