Why best products aren’t always best
Advisers shouldn't rely on research houses to make their decisions for them, according to Andrew Logan, the New Zealand manager of Iress.
Sunday, June 24th 2012, 9:06PM 9 Comments
by Niko Kloeten
Logan will be presenting at next month's IFA conference, where he will look at how advisers can use risk research to help them in their business.
The main focus of the presentation would be to look at how research is being used in regulated markets as opposed to how it has been used historically.
And he said one of the big themes would be around how advisers need to change from a one-size-fits-all attitude towards product recommendations to a more "client-centric" one.
"Advisers have been using research as a static tool," he said. "They would say, for instance, ‘Asteron has the best trauma product therefore I'm only going to sell Asteron."
Instead, advisers need to "ask qualitative questions of clients in terms of their requirements; the research flows into that to recommend the right product," he said.
"Research is designed to assist advisers not to make the recommendations for them. Often we find advisers are wanting us to make the decision for them."
Logan said that unlike investment products, where "a dollar is a dollar is a dollar", there is "really no such thing" as the best product in the risk space, due to the fact each client will have different needs.
He used the example of a triathlete: "From an insurance perspective they might not be worried about cardio-vascular but could be worried about skin cancer."
"In some of the markets overseas the regulators are not looking at whether something was the right or best product but asking ‘did the product on offer take into account the client's objectives?"
Niko Kloeten can be contacted at email@example.com
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