The New Science of Investing

OCTOBER 2020

The New Science of Investing The Art of Personal Possibilities

LATEST RESEARCH: Based on a Flux Trends report on the leading ideas driving the new financial advice narrative.

THE NEW SCIENCE OF INVESTING

Dear Valued Business Partner, In many ways, it’s fair to say that the future of investing started around six months ago when the global pandemic caused national lockdowns. Since then, the demand for digitally enhanced human advice has grown exponentially.

The following is an executive summary of a recent report on the future landscape for retail investors, such as your existing and potential clients.

In it, you will find the most powerful observations and opportunities on how to turn the personalised, goal-driven investment strategies your clients are demanding, into resultsoriented growth your business will enjoy.

Sit down, strap yourself in, and get ready for enhanced client relationships and accelerated future sales!

THE NEW SCIENCE OF INVESTING

Platform One The platform economy is essentially a digital marketplace where clients can shop for a range of low-cost, easy-access financial products and services from a host of contributors and competitors.

This has led to a massive increase in the number of so-called DIY Investors. The problem with these digital platforms is they are incredibly complex, offering an overwhelming range of options, with little or no guidance.

This is an obstacle we have turned into a growth opportunity.

Fortunately for investors and advisers with Liberty, we have built our own digital platform. We are currently expanding our offerings to combine expert curation of bewildering investment complexity, together with the human touch of digitally empowered advisers.

THE NEW SCIENCE OF INVESTING

Small Data Beats Big Data Using the technology behind our digital platform, we can apply the processing power of Artificial Intelligence and Machine Learning to the detailed analysis of the data of any client that permits us to access their personal information.

This ‘small data’ is incredibly powerful in our world.

Whereas ‘big data’ can indicate major trends for broad categories of people, ‘small data’ can be analysed to produce precious insights on the life direction and goals of an individual.

As clients begin to give access to their personal information in exchange for personalised value-added service and an improved range of products at better prices, we at Liberty are already in a position to deliver.

THE NEW SCIENCE OF INVESTING

Service Beyond Sales The financial industry worldwide has suffered from a ‘trust deficit’ since the global financial crisis of 2008. Today’s investor is no longer interested in or satisfied with a cursory sales pitch for their investment portfolio.

The modern retail investor is looking for honest, authentic and transparent guidance from a personally committed, financially skilled human adviser.

The modern adviser is one who can respond to an individual client’s life as it evolves, coach them on the most rewarding financial behaviours, and guide them on the road to achieving their personal investment goals.

The digital backbone that processes personal information for Liberty clients and advisers supports precisely this kind of relationship with regularly updated, realtime prompts and suggestions based on life events.

A Liberty adviser can achieve ongoing, high-frequency, high-quality engagements that offer real value for clients as old needs change or new goals emerge.

THE NEW SCIENCE OF INVESTING

Insights and Inspirations As with any coaching relationship, the modern retail investor is looking for a positive, measurable impact on their performance. In our world, this includes the transparent transfer of invaluable financial knowledge and understanding.

A client expects their financial adviser to clearly explain the reasons behind the strategies they are developing together.

They look for wisdom they can relate to, and advice they can easily share with their family, friends and colleagues.

The result of extra time spent coaching a client on the meaning and mechanisms of their investment decisions pays dividends in instant appreciation, long-term loyalty, and referrals.

Liberty is dramatically simplifying the language we use to communicate our streamlined products and services.

We are also linking and packaging goalbased benefits across multiple channels to offer understandable and accessible omnichannel experiences for our advisers and their clients.

THE NEW SCIENCE OF INVESTING

Goals Achieved The concept of money is notoriously abstract. Its value can only truly be measured in relation to real experiences or concrete objectives.

People do not have a figure in mind when they set out on their investment journey; they have an identified goal – or several goals - they want to achieve over a given period.

This human insight changes the way successful financial services professionals speak to, advise, and guide their clients on their journey to financial freedom.

Liberty believes that once an adviser works with a client to identify their short, medium- and long-term goals, the nature and the value of their relationship deepens, and their lifelong journey together becomes measurably beneficial.

THE NEW SCIENCE OF INVESTING

Harnessing the Power of Behavioural Psychology Nobody’s life story unfolds according to plan.

There are always unexpected events, unpredictable tragedies, unforeseen obstacles and unfortunate occurrences that change the course of personal narratives.

Just as money is highly abstract when not tied to a goal, it is also profoundly emotional when subjected to uncertainty. In these moments, the financial adviser gets to express his or her superpower as a life coach, money mentor, and an invaluable guide on the journey to financial freedom.

Liberty uses the most up-to-date behavioural psychology insights to help advisers assist their clients through changing circumstances. It is core to our brand promise. To act with humanity, imagine what is possible, and do the right thing.

This is how a Liberty adviser helps a client keep sight of the big picture of their life story, keep a hold of their personal goals, and respond with clarity and confidence to future outcomes they can control.

THE NEW SCIENCE OF INVESTING

Bridging the Expectation Gap No amount of professional insight, personal commitment, expert guidance, careful coaching, superb service, excellent advice, or digitally enhanced humanity can influence factors beyond the control of mere mortals.

There is nothing any adviser can do when the markets crash, a portfolio investment fails to reach its potential returns, or a bluechip stock suddenly and unexpectedly declares bankruptcy.

However, when an adviser has built a committed long-term relationship on trust, humanity and transparency, their client will know that such eventualities can happen.

More importantly, in helping to manage their expectations and emotions, a client will know their Liberty adviser is on hand to provide the best strategy to stay on course to achieve those critical life goals.

THE NEW SCIENCE OF INVESTING

The Measurable Value of Advice As more and more retail investors look for ways to realise their financial ambitions through DIY digital platforms, the more they will come to realise the value of expert advice and personal guidance.

Our research shows that a DIY investor can gain an additional 4.8% growth in their investment portfolio by using the services of a skilled adviser. An adviser can help prevent them from making amateur mistakes, maximise their tax efficiency, improve their emotional behaviours, and minimise unnecessary movements and withdrawals.

Also, an adviser with a high-frequency engagement and financial life cycle planning approach can achieve a 300% increase in client loyalty, a 300% increase in funds under advice, and 260% more client referrals.

The relationship between client benefits and advisor business growth has never been more evident. Now is the time to embrace the future retail investor trend and enhance the opportunities of long-term value over short terms sales.

THE NEW SCIENCE OF INVESTING

The New Advice Philosophy In conclusion, the research shows that the new advice philosophy of Liberty perfectly aligns with the emerging requirements of the retail investor.

Key Take-outs: Focus Focus Focus Focus Focus Focus Focus Focus

on on on on on on on on

evolving client needs over occasional product sales. specific client goals over generic risk appetite. dynamic technical support over digital dependency. educational empowerment over financial mystery. simplified solutions over complicated offerings. measurable value over wasteful behaviour. high-frequency engagements over annual reviews. long-term value over short-term sales.

THE NEW SCIENCE OF INVESTING

You're Invited!

We invite all our business partners to embrace our new investment philosophy, to enhance their digitally empowered humanity, and increase the value of client relationships far into the future.

Thank you.