Marketing shortcomings 'hurting IFAs'

The firm asked dozens of consumers to dream up a financial advice package from scratch and found most wanted a ‘financial guru’, an individual that could provide independent, holistic advice. It found the majority of consumers did not believe there were IFAs around that offered this. Francis McGee, Aegon head of corporate affairs, says: “There’s a lesson here for IFAs in looking at what consumers want and better marketing their services as meeting their needs. “There is also a message here for the RDR about what consumers value in the current market and where effort for change should be ...