IG Group Achieves 70% Deflection Rate with Intercom Fin Across Financial Services Channels.

IG Group, a global online trading and investment platform, has scaled its customer support using Intercom's Fin AI agent across multiple channels and languages, achieving deflection rates of up to 70% and customer experience scores in the 90s.

The financial services firm deployed Fin across chat, email, WhatsApp, and multiple languages to handle routine, high-volume queries while freeing human specialists to focus on complex cases. Hannah Reid and Hayley Gibbs from IG Group shared the results in a video posted by Intercom, highlighting the operational impact in a highly regulated industry.

For IG Group, every support interaction carries regulatory and emotional weight. Customers make decisions about money and long-term financial goals, requiring accurate and timely responses. The company needed an AI solution that could operate safely within strict compliance requirements without heavy development work.

Fin's integrated front end, multi-brand configuration, and alignment with Intercom's product roadmap allowed IG Group to deploy AI support confidently. The platform handled the technical complexity of launching across multiple channels while maintaining the control needed for financial services compliance.

IG Group reports CX scores in the 90s across all channels, a metric that matters in an industry where trust drives retention. The 70% deflection rate means the majority of routine queries now resolve without human intervention, reducing operational load on support teams.

The deployment spans chat, email, and WhatsApp, with support for multiple languages. This multi-channel approach lets customers reach IG Group through their preferred platform while maintaining consistent AI-powered assistance.

Intercom's Fin handles the routing and response logic across channels, pulling from IG Group's knowledge base and configured workflows. The system deflects routine queries about account management, trading basics, and platform navigation, escalating complex or sensitive cases to human specialists.

IG Group reports they've achieved more automation than expected at this stage of deployment. The early success suggests Fin's performance in financial services exceeds typical AI agent benchmarks for accuracy and user satisfaction.

Intercom has been building AI capabilities into its platform throughout 2024 and 2025, including Fin Flywheel for continuous improvement and vertical customer service models designed for specific industries. The IG Group case demonstrates how these investments translate to production environments in regulated sectors.

The shift to AI-first support changes how IG Group allocates human expertise. Instead of answering repetitive questions about password resets or basic account features, specialists now focus on complex trading scenarios, regulatory questions, and situations requiring judgment.

This reallocation matters in financial services, where expertise is expensive and customer needs vary dramatically. A new investor opening their first account needs different support than an active trader managing a complex portfolio. Fin handles the former; human specialists handle the latter.

IG Group's deployment shows AI agents can operate effectively in high-stakes, regulated environments when properly configured. The combination of strong deflection rates, high CX scores, and multi-channel coverage suggests Fin is handling the routine work it was designed for, delivering the faster resolution times and reduced operational costs that make AI adoption compelling for customer support leaders.