The latest white paper from Zurich Financial Services Australia has brought to light the specialisation and value proposition changes financial advisers will need to make in the age of artificial intelligence.
Advisers will need to widen the scope of their offering in order to cater for the growing clientele of Millennials who will make up 50 per cent of the working population by 2020, according to Zurich’s white paper BusinessFIT: Navigating toward the advice practice of tomorrow.
The financial white paper is the result of a one-day workshop facilitated by futurist Anders Sorman-Nilsson and six other members of the financial services/adviser industry, such as BT Financial Group head of licensee development Jessica Brady and Netwealth joint managing director Matt Heine.
Speaking in Sydney, Zurich Financial Services Australia head of marketing and communications Richard Dunkerley said financial advice professionals lagged behind other sectors in adopting technology.
“They’re needing to find more ways to broaden their offering and to redefine their value proposition,” Mr Dunkerley said.
“What can they do that customers are prepared to pay for?”
Advisers would need to move away from being a ‘technical specialist’ towards “a more holistic ‘financial lifestyle coach’” that grasped the nuances of their client’s lifestyles and goals, the paper said.
“Clients want to be excited about their financial future,” Crosbie Wealth Management director Tim Deamer said in the paper.
“The sale of a product is irrelevant to them.
“Having tools that they can engage with are important, so when they interact with their adviser, they feel as though they are being supported on their journey.”
The paper also pointed to a global Ernst & Young survey that revealed four out of five Australian customers don’t trust their banking institution to provide unbiased advice, and said trust was increasingly being facilitated through word of mouth, such as on social media platforms.
As a result, financial advisers would need to find new methods of engagement with this demographic and raise financial literacy by encouraging the use of technological tools and apps.
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