Categories: RDR
Topics: RDR| FSA| Independent Financial Advice| PFS
A financial services marketing expert has suggested consumers care very little about the status of their adviser and criticised the FSA’s choice of terminology on the issue.
Lucian Camp, of Lucian Camp Consulting, said in reality the words 'independent' and 'restricted' will mean very little to consumers and may even add to confusion.
He said he was frustrated with the FSA's use of language and said the tags registered low on a scale of fitness for purpose.
"Arguably the word independent may have made a degree of sense as an opposite to the words tied or multi-tied. As an opposite to restricted, it makes no sense at all," he said.
"It's about freedom of control and expression and from the financial support of others and never means anything about breadth of service or comprehensiveness of scope."
Using the analogy of an independent hotel, he explained how consumers would know it is not owned by anyone else, rather than expecting to be offered "every conceivable brand of malt whisky".
In contrast, he pointed out how many advisory firms may describe themselves as independent despite being owned by another entity.
Although he also accepted the word ‘independent' may have greater cachet among consumers, this did not mean they would necessarily abandon advisers should they choose the restricted route.
He said: "If clients are happy with the relationship with their adviser, they couldn't care less about the regulatory minutiae, except for the few anoraks."
Citing St James's Place, a firm he works with, he pointed out hundreds of advisers had moved to there from independent firms and rarely found their clients would not come across with them.
He concluded by telling advisers of the one word which may actually mean something to consumers and identify the quality of advice: 'Chartered'.
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A strange new religion
This represents a perfectly sensible analysis of a real problem in financial services. The FSA have created a level of dysfunction by their interminable navel gazing, caused by a lack of genuine interaction with the broad level of practitioners in the financial market. Lucian Camp is, I believe, quite correct in assessing that consumers are not particularly interested in the FSA defined status of the adviser. I suspect that advisers are interested for self glorification rather than professionalism, which is still a rare commodity. I would also raise the question as to whether the vast majority of consumers want an adviser or the seller of a product. When I started most practitioners called themselves brokers because that was the main function, find the best product for the client; advice was a part but a secondary part. The word Adviser was first coined for the Financial Services Act 1986, by outsiders. Since then ego has taken over the process as Advisers increasingly try to add elite value to the term, but rarely the process. The FSA have pushed this further by further narrowing the business vision but adding cost. It is now virtually impossible for the man in the street to buy products directly, so it is little wonder that saving should be at a low ebb. Whilst there are a number of advisers who are hooked on the self glorifying concept of "holistic advice" a large number of clients that I have worked with really only want suitable products at suitable times. But we have created an industry were the sale of the product is indistinguishable from the provision of (unwanted?) service, causing ever increasing costs. I wonder if a better solution to the alleged problems (the stats indicate the problems are smaller than the Regulators would have us believe) would be a separation between advice and product sale. The client is then in a position to determine their own requirements; advice could not be linked with misselling (accepting that there will inevitably be some back handers); product costs would fall, and there may be a freer, more competitive market. The fact is that legislation changed sellers into advisers, and then blurred all the boundaries. Advisers then dreamed of being a profession, but still wanted to sell products, another blurring of boundaries. As soon a s one sells products one becomes commercial - but one can do this professionally. It's a point that appears to mystify many practitioners, who are more interested in mystifying their own position. What is actually required is that people in the financial industry operated professionally, at their chosen level, which is how lawyers and accountants operate (in general). Then concepts like independent, tied, whole of market, uncle tom cobley, could be consigned to the dustbin. And I doubt the consumer would notice. The FSA and the FOS would probably still be required, but at a vastly reduced level on the retail side, and they would be less orientated to the navel gazing pseudo religion financial services is becoming. I know this is highly unlikely to happen because there are now too many different "churches" with entrenched positions, not the least of which is the FSA. After all its the process that counts, not the client.
Posted by: Glen McKeown