IFAs should compete on more than price - Aegon

However, the provider believes IFAs can only do this if they stop competing on price alone and emphasise the extra value they can provide their clients. It feels advisers in the protection market do have the skills required to add value in a way that can differentiate themselves from non-advised internet distributors. Stephen Crosbie, head of proposition management, investments and protection at Aegon, suggests IFAs must identify these enhancements and not solely fight on price. "If traditional protection advisers want to succeed, it is now time to stop competing on price alone," h...