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Personalised Service Within Financial Industry

Personalised Service Within The Financial Industry

As a client of a Financial Planner, you can expect a bespoke, personal service when it comes to giving you sound financial advice and that of your financial future. But it stops there. Apart from an odd email or if you’re lucky a “Client Evening” where they ask you to bring a friend, the personalised service within the financial industry, is seriously lacking.

There are changes a foot within this industry and it is being dragged into the twenty first century by outside forces and clients themselves.

As you can see, influence from big tech companies, eRetailers, Start Ups and social media platforms themselves are encouraging the changes to the financial industry.

90% of Financial Planners say their clients are better informed now than they were 5 years ago. That means that potential investors are educating themselves online, which leaves a massive opportunity as most financial planning firms are not present on social media.

A HBR Survey* (Harvard Business Review n.d) found that 53% of surveyed organisations believe customer experience management provides a competitive edge. However, more than 52% believed their company doesn’t manage customer experience sufficiently

To illuminate a little further, treat the following bullet points as the inner monologue or your clients.

• Offer products or services relevant to me

• Understand my specific personal needs

• Make me feel valued

• Treat me as an individual

• Know who I am from my customer history

• Make me feel in control

• Show an interest in me

HARVARD BUSINESS REVIEW. (n.d.). Lessons from the Leading Edge of Customer Experience Management. HARVARD BUSINESS REVIEW.

Personalised Service Within Financial Industry - Online Videos Perth
Personalised Service Within Financial Industry – Online Videos Perth

Let’s explore some options where a touch of personalisation will work wonders.

Personalised Resource

Financial planners can create personalised financial planning resources, such as calculators and worksheets, that are tailored to the specific financial goals and needs of their target audience. For example, a financial planner targeting young professionals might create a retirement savings calculator that helps users estimate how much they need to save in order to retire comfortably.

Personalised Email Newsletters

Create personalised email newsletters that are tailored to the specific interests and needs of their subscribers. For example, a financial planner targeting new parents might include articles on saving for college and creating a financial plan for a growing family in their newsletter.

Personalised social media posts

Financial planners can use social media to create personalised content that is tailored to the interests and needs of their followers. For example, a financial planner targeting small business owners might create social media posts that provide tips and resources on managing finances and growing a business.

Personalised video content

Personalised Video content is particularly effective because it allows Financial Planners to communicate with their clients in a more human and authentic way. When clients receive a personalised video message from their financial planner, they are more likely to feel like their advisor is invested in their success and cares about their financial wellbeing.

Another benefit of personalised service is increased engagement. When clients feel like their Financial Planner is speaking directly to them, they are more likely to pay attention and take action. This is particularly true for video personalisation, which has been shown to have higher engagement rates than other forms of personalised content. Video is a highly visual and emotional medium, and it allows financial planners to convey complex financial concepts in a way that is easy to understand and engaging.

The Financial Planning Association of Australia have recently introduced guidelines in how Planners can utilise video with the implementation of a VSOA. If you’re not familiar, an SOA is a “Statement of Advice” that a Planner must provide to a client. They are now advocating for the use of the VSOA and have been conducting workshops around the country explaining how it works. They have a great series of videos explaining it further, check it out here.

To leverage video even more you can employ the power of Interactive Video. Increase, engagement levels, information retention, benefit from longer video views and build deeper relationships with your clients. Onboard new clients, ask your clients to take a Video Quiz to gain a better understanding of their needs or inform them every quarter of their SMA progress with an Interactive Report Video.

Personalised service can also help Financial Planners to attract new clients. When existing clients are happy with the personalised service they receive, they are more likely to refer their friends and family. This can help financial planners and their employers, build a strong network of loyal clients who are invested in their success.

If you would like to personalise your service with video, then please contact Reg via the Connect Form below.


If you’d like to check out our Video Marketing Packages for Financial Planners, please click below.

Video Marketing for Financial Planners
Video Marketing for Financial Planners

After working in TV both in Australia and in the UK, Reg decided to use his production and story telling skills for good. Helping all business owners get to grips with how video can boost business in all areas has become and exciting part of his life. Outside of work Reg is a keen basketball player and coach and enjoys riding his bike along the river.

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