Creating a successful digital advice model

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  • Mark Loosmore, Executive General Manager - Wealth, Iress

Questions asked:

  1. Why should data be at the heart of an adviser firm's business?
  2. What are the benefits of automating your business processes?
  3. Which tools should adviser firms consider when offering digital client engagement?
  4. How can digital tools help with delivering advice at scale?


Akademia Shorts

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data is so important to any advisory business, it should really be right at the heart of that clients that that firm's business if you go back to first principles, I think it's quite clear that, you know, it's not like a manufacturing business where you have something very tangible that comes off the production line like a can of baked beans or or a hammer. What you've actually got is something that's created on information about your client about so the finance world. So it's so important that we use that that data correctly to create information, to create knowledge, to create wisdom that we could impart to our clients. So I always talked Teoh advisory firms about how you do that, how you can actually make sure that you're integrating to the wider world to get time, the accurate information in how you can make sure you have the correct processes within your own organization to make sure that you're entering correct data, that you're not getting the data wrong at the point that it's going in there, how you can build in processes to clean that data as well. So you're making sure that at all times that data is not going wrong. So because ultimately, if we can get the right data on our clients, the service to that client will be better. Thean Formacion and the the overall value we add to that client is going to be better if we get the data out about our own business. Even better, because then we can drive improvements in our own business. We can learn how to improve our service levels and a gain the end client benefits, but also we can become more profit or more effective. Business is in its own right, so I get a bit of a data bore about it. But I fundamentally believe that data is at the heart of all the way. Once we've got data right, we can really look at automating our business, try and drive out some more benefits. I'm on those benefits, and many and varied, first of all, would probably want to go back and discuss what automation means to some that can purely be workflow. So that's about the ability toe move tasks around the business or even move tasks through a to do list for it. One single individual on that brings benefits in its own right in terms of consistency of service. Teoh you're in clients and your internal clients a swell on also some efficiency gains. Where I think it really gets exciting, though, is when we start taking tasks away from the human. No, all of them just of the boring ones that can be repeated without human intervention on that can then drive even more benefits to us. So, for example, you don't need a human being to send a text message to a client or an email to a client to remind them that they got a meeting in a few days time. Let that sort of job be done by the computer. You don't need a human to create the suitability report. Let the computer create the first draft of it on. Yes, maybe a human can check it and maybe tweak it to personalize it. But fundamentally, a lot of that graph could be done through automation front. Doing that gets consistency in absolute bucket loads on actually can. Also, by doing that, you can also get those efficiencies in that's actually gonna drive your cost down. Let offer better value to your own client but also increase your own profits. Teoh. Now there are many tools as part of the automation that you can use to actually engage digitally with your clients as well. So right at the heart and the one that I hear people using most of the moment is the client portal. And that's really a view on your world that you can share with the client's ability for them to interact with you. There are many ways that that is used, so not least is for communication with the end. Client is of a secure way to communicate with your inclined rather than sending personal Andi sensitive data over an email. You put the data on the portal for the implant to go, and you send them an email telling them to log on to the clan, our clan portal, to get that data. I think it gets a bit more interesting when you start showing wider information in real time, so you know, portfolio values, how you're trying to get, how you're progressing against goals. That sort of information becomes makes the whole experience a little bit more engaging. Where it gets really interesting, though, is when you use the portal to engage the client in your business processes some thinking here about maybe using digital signatures s O that people can don't have toe go into the office toe to sign something You don't have the delay of something tramps faring in post and then getting sign and then sent back to digital signatures. A big one online fact finds is another area where we're seeing that the final toll I'd talk about in digital engagement is really the use of video conferencing, which I think since Cove it has become far more acceptable. Far more people that would never consider doing stuff via videoconferencing. And now doing, ah, day in, day out. And I think when we used to say the older generation won't do it many, many will now Many are talking to the grandchildren via zoom, except for at the weekend. So we're not afraid of using those technologies so much. Some of for everyone but farm or are willing toe, uh, use that And of course, the benefits. That gives both the client and the advisor off being able to do that in terms of efficiency, time saved and not traveling. Immediacy and accessibility is huge, so strongly recommend those sort of technologies, the ones we've done a lot of this automation really helps us get our advice out to the wider market. We can start a delivering advice at scale. Andi, by doing that, starting Teoh really try and address this advice gap that is so often talked about in the market. I think we can do that by reaching out and to maybe people that we couldn't do because I cost basis coming down, but also just because we're more efficient. So we've got more time to deliver things. It could be really simple things that were beginning to automate that gun liver that. But it can also be things that maybe are just never being cost justified before and have been hard for us to get involved in because of the cost of them to the end client and the cost. It takes us to actually run those services to think about maybe the top of a nicer back. A lot of that process can actually be automated on gun, actually self guided. Think about a financial review, several of the financial reviews done, or many of them when I talked Teoh. Eventual advice. Financial advice firms are really more of a financial cuddle rather than a holistic review on, and that is the case. Then that can be done by telephone. It could be done by video conference on. And actually, if we can do a lot of the prep work using technology beforehand, it could be done really quickly. And really efficiency on Irish was spending a lot of time looking at how technology can really drive those sort of processes down in the time taken so that we could increase the, uh, the profit margin off our customers. Or, alternatively, they can reduce their costs and actually reduce the cost to their end clients as well. So but I think advice that scale is becoming a real possibility using a lot of these digital tools.