New adviser communications tool launched

Having released the third instalment of the Pathways to Excellence AFA whitepaper series in October – which found evidence of "untapped potential" for advisers on the client communications front – the three organisations have launched a “communications ‘net reach’ simulator” to help advisers act on the paper’s findings.

“This is all about democratising the outcomes of the white paper,” said Zurich Life & Investments head of marketing Richard Dunkerley, the sponsor of the initiative.

The tool uses a “generational profiling” methodology designed by the Beddoes Institute, which allows financial advisers to input demographic material into the software to determine which communciations media and platforms are best suited to various client segments.

AFA Adviser of the Year Jenny Brown has trialled the service in her practice, JBS Financial Strategists, and found a number of benefits, including the ability to engage better with existing clients and to launch strong communications with new clients following the acquisition of a new client book, as well as segmenting her client base for targeted communications.

The service is available online at a discount to AFA members, with Zurich business development managers already trained in the use of the tool.

The tool assists to convey “the importance of getting your communications strategy right”, said Dr Rebecca Sheils of the Beddoes Institute, giving an adviser or advice firm an indication of which media they should invest time and money in, depending on their specific client base.

AFA chief executive Brad Fox said the service is now available and will be a key focus of the upcoming GenXT roadshow.