WELCOMING OUR BESPOKE CRM SYSTEM
Get the lowdown on the new system and what it can do for you.
HLP’S WOMEN IN FINANCE
Building connections and recognising strengths
MARKETING SERVICES TO BOOST YOUR BUSINESS
Eight brand new campaigns at your fingertips.
SHINING A LIGHT ON OUR MEMBERS
Celebrating success across the Network
As 2024 draws to a close, I am proud to reflect on the extraordinary journey HLPartnership has undertaken this year. It’s been a period of rapid transformation within the mortgage industry, and HLPartnership has responded with bold steps to ensure our members are well-equipped to thrive. Our mission has always been to support, empower, and elevate our network of advisers, and this year has seen us deepen that commitment through expanded resources, advanced technology, and strengthened support.
One of the most significant developments has been our strategic partnership with BetterHome Group, South Africa’s largest mortgage distributor. This collaboration is transformative, providing HLPartnership with enhanced resources to accelerate our technology rollouts, expand our infrastructure, and deliver even greater support to our network. Together, we are ensuring that HLPartnership remains a leader in innovation, with the tools to help advisers stay competitive in an evolving market. This partnership underscores our shared vision for growth, allowing us to be more agile and impactful in our support for you, our valued members.
In 2024, our focus on technology has been a cornerstone of our strategy. We have developed a bespoke CRM system, tailored to make your day-to-day operations simpler, faster, and more effective. This new system is designed with advisers in mind, integrating features like automated lead management, dynamic client tracking, and intuitive compliance tools that make complex tasks straightforward. Our goal is not only to support you in delivering excellent client service but
also to save you valuable time that can be better spent building client relationships and growing your business. By offering streamlined, user-friendly solutions, HLPartnership is setting new standards in technology, ensuring our members remain at the forefront of industry advancements.
Beyond technology, we have invested significantly in on-the-ground support for our advisers. This year, we’ve expanded our Regional Sales Team, ensuring that advisers across the UK have access to dedicated, personal support. These teams are here to provide hands-on guidance, helping firms tackle local challenges, drive recruitment, and develop strategies for sustained growth. At HLPartnership, we understand that every adviser’s needs are unique, and our regional teams play a key role in delivering tailored support to help each of you reach your full potential.
This year, HLPartnership has strategically strengthened its leadership team, welcoming industry veterans Adam Smith as Operations Director, Matt Brown as Propositions Director, and Peter Curran as Partnerships
Director. Each brings decades of expertise in financial services, from strategic growth and operations to proposition development and partnerships. Together, they are dedicated to positioning HLPartnership at the forefront of the mortgage industry, ensuring our members have access to cutting-edge resources and support. With a shared vision for excellence, the HLP team are committed to driving innovation and enhancing our value proposition to meet the evolving needs of our advisers and their clients.
In this issue of Network News, we celebrate the progress we’ve made together in 2024. You’ll find articles on our new technology initiatives, insights into market trends, and member success stories that exemplify the remarkable talent and dedication within our network. We’re proud to highlight achievements that set HLPartnership members apart, from industry awards to innovative client services. These stories are a testament to the strength and resilience of our network and remind us why HLPartnership remains committed to empowering advisers in every way possible.
As we look ahead to 2025, we are excited about the opportunities that lie before us.
The mortgage industry is constantly evolving, and with the projected surge in the Product Transfer (PT) market and advancements in AI, there is immense potential for those ready to embrace change. HLPartnership is here to equip you with the insights, resources, and support necessary to lead in this dynamic landscape. Together, we are shaping the future of mortgage advice, ensuring that our members are not only prepared for what’s next but are positioned to excel.
Thank you for being a valued part of HLPartnership. Your trust, commitment, and dedication drive us forward, and we look forward to achieving even greater success together in the coming year.
Warm
Regards, Christopher Tanner CEO, HLPartnership
September marked an exciting milestone for HLPartnership, as we welcomed a strategic investment from South Africa’s BetterHome Group. As a major force in the South African mortgage market, holding a 30% market share and spanning the full property value chain, BetterHome Group brings both expertise and vision. In this feature, we’ll dive deeper into BetterHome Group's story, exploring what this partnership means for HLPartnership’s future.
BetterHome Group stands as a significant force in South Africa’s property landscape, dedicated to transforming every step of the homeownership journey. With a mission to inspire home dreams and create better lives, BetterHome Group has crafted a comprehensive value chain that touches
all aspects of property, from renting and buying to selling and owning. Let’s look further at how BetterHome Group leverages technology, strategic investments, and a people-first approach to build a sustainable future for South African homeowners and industry partners.
At the heart of BetterHome Group’s mission is enhancing the “home journey” for South Africans. By investing in and collaborating with specialists across the homeownership spectrum, BetterHome has built a value chain that enables clients and partners to navigate this journey seamlessly. Through partnerships with trusted real estate agencies, investments in cutting-edge property technology, and access to comprehensive insurance solutions, BetterHome Group offers clients a one-stop solution to realise their dreams of homeownership.
Technology drives BetterHome Group’s success, helping to optimise the home journey for clients and industry partners. The Group’s investments in innovative property technology solutions like amplifi, a Scandinaviandeveloped AI technology, empower real estate agencies by generating leads through automated social media campaigns. The Group’s technology arm also includes Private Property, a digital property marketplace with millions of monthly visitors, and PayProp, a platform that simplifies property rental management. These technological solutions
are pivotal in streamlining processes, enhancing transparency, and offering valuable insights.
BetterHome Group’s strategic investments extend across mortgage origination, real estate, insurance, and property technology. Some notable investments include BetterBond, a leading mortgage origination brand, and MortgageMax, the largest B2B mortgage broking partnership in South Africa. These investments have helped BetterHome Group become a key player in the property finance space, facilitating homeownership for millions of South Africans.
The Group has also built partnerships with prominent real estate franchises like RE/ MAX and Fine & Country, ensuring a diverse portfolio that supports sustainable growth. By investing in BetterSure, an insurance solution that provides comprehensive home and life cover, BetterHome Group completes its end-to-end offering for clients, ensuring that their homes—and lives—are protected.
Beyond business, BetterHome Group invests in creating positive social impacts. Through the BetterLife Foundation, the Group supports initiatives like Khaya Lam, a land reform project that has helped over 770 South Africans secure title deeds for their homes. This program aims to bring the security of homeownership to millions who previously only rented. Additionally, BetterHome’s partnership with CMR Gauteng-East supports vulnerable children and families, providing safe homes and helping alleviate poverty in under-resourced communities.
Led by visionary CEO Rudi Botha, who founded BetterBond in 2000, BetterHome Group’s leadership team brings diverse
expertise and a shared commitment to improving the lives of South Africans through homeownership. From Deputy CEO Charl Bruyns, who focuses on exceptional client experience, to CIO Sugen Naidoo, who drives the Group’s digital transformation, each leader contributes to a cohesive strategy focused on innovation, empowerment, and sustainable growth.
The partnership between BetterHome and HLPartnership opens new doors for HLPartnership’s advisers and clients, paving the way for stronger consumer outcomes through an enhanced value proposition. With expanded technology capabilities and additional capital, this collaboration empowers HLPartnership to drive greater value and support for its members.
In this special feature, we explore the strategic investment by BetterHome Group, South Africa’s largest mortgage distributor, into HLPartnership. This investment brings new resources, expertise, and innovative technologies that will directly benefit our network of advisers. We sat down with Chris Tanner, CEO of HLPartnership, and Rudi Botha, CEO of BetterHome Group, to discuss what this investment means for advisers, how it enhances our proposition, and the shared vision both leaders have for the future of mortgage advice.
Chris, could you tell us about your journey with HLPartnership and what this investment means to you?
Chris Tanner: It’s been an incredible journey, building HLPartnership to nearly 1,000 advisers and achieving an annual lending volume of £12 billion. What I’m most proud of is the culture we’ve created—one that champions innovation alongside adviser support. This investment from BetterHome Group is a significant milestone, providing our network with the tools and infrastructure to grow at a larger scale, especially in technology and proposition. The benefits for our members are substantial, and I’m excited for what’s ahead.
Rudi, could you share some background on BetterHome Group and what attracted you to invest in HLPartnership?
Rudi Botha: BetterHome Group has been instrumental in advancing homeownership in South Africa. We’ve built a value chain covering every stage of the home journey— helping clients find, finance, protect, and care for their homes. This end-to-end approach has allowed us to support over a million South Africans on their path to homeownership, with nearly one in three home loans in South Africa now secured through our origination businesses. We were drawn to HLPartnership because of their commitment to supporting advisers
with practical tools and a strong clientcentered proposition. They understand the importance of tech in today’s market, and we saw a great opportunity to enhance their offering with our technology and expertise. Our investment allows us to support HLPartnership’s advisers in delivering even greater value to clients across the UK.
How will BetterHome Group’s investment benefit HLPartnership’s members?
Chris Tanner: The investment allows us to accelerate the rollout of new technology and expand our overall proposition. We’re enhancing our CRM system, introducing advanced tools, and enriching our services to help advisers focus on growing their businesses. With a robust infrastructure in place, we’re ensuring that advisers have everything they need to provide more value to their clients and build strong, long-term relationships.
Rudi Botha: We bring a suite of solutions developed to streamline the home journey, including amplifi, an AI-driven advertising platform that generates targeted, automated social media campaigns, and Private Property, a leading digital property marketplace in South Africa. By bringing similar solutions to the UK, we’re equipping HLPartnership advisers with tools to engage clients more effectively, generate new leads, and deliver a seamless experience.
BetterHome Group has been described as creating a value chain around the home journey. Could you tell us more about how this approach benefits clients?
Rudi Botha: Absolutely. BetterHome Group is unique in that we cover every step of the home journey, from helping clients find and finance their dream homes to providing protection and even supporting homeowners with ongoing property care. Our investments span across real estate, mortgage origination, insurance, and even technology platforms. By bringing everything under one umbrella, we create a seamless experience for clients and empower property professionals with the tools they need to deliver exceptional service. It’s a model that allows us to truly enhance the value we provide to clients and partners alike.
BetterHome Group is known for its tech solutions. How do these innovations align with HLPartnership’s focus on enhancing adviser technology?
Rudi Botha: Technology is a major part of our mission to simplify the home journey. For example, amplifi is an AI-powered platform that drives targeted advertising for estate agents, reaching potential buyers with the right messages at the right time. Private Property, meanwhile, is a highly trusted property marketplace with millions of users. These platforms make the buying and selling process more efficient and transparent, and we’re excited to bring similar innovations to the UK market.
For HLPartnership, this means advisers will have access to advanced digital tools that not only improve client engagement but also support business growth.
Chris, what are some of the technology initiatives HLPartnership has been working on?
Chris Tanner: We’re focused on creating a suite of tools that genuinely enhance the adviser-client relationship and streamline operations. Our bespoke CRM system is central to this effort, built specifically to support advisers in managing client interactions efficiently. We’re also prioritising integration with key partners to ensure seamless service delivery and a tech proposition that meets the demands of the modern day adviser. Additionally, we’re developing client-facing apps that help advisers build stronger relationships and foster client loyalty. With BetterHome’s backing, we’re able to accelerate these projects and explore new technologies like AI to further enrich the client experience.
BetterHome Group also places a strong emphasis on social impact, especially through the BetterLife Foundation. How does this focus align with your vision for HLPartnership?
Rudi Botha: At BetterHome Group, we believe that creating better lives starts with creating strong, hope-filled communities. Our BetterLife Foundation works with
initiatives like Khaya Lam, which helps long-term tenants secure homeownership, and CMR Gauteng-East, which supports vulnerable children. This commitment to social impact is deeply rooted in our vision, and we see similar values in HLPartnership. By investing in HLPartnership, we’re not only supporting business growth but also aligning with an organization that values community and client welfare. It’s an approach that benefits everyone involved, from advisers to clients and their communities.
Rudi, how do you see your technology experiences in South Africa translating to the UK market with HLPartnership?
Rudi Botha: In South Africa, we’ve invested heavily in technology to make the home journey more efficient and transparent. For example, amplifi uses AI to deliver targeted campaigns that reach clients at the right time, and SwitchX, our mortgage processing platform, enhances communication between originators and banks. Bringing similar technology to HLPartnership will empower advisers to engage with clients, streamline processes, and build meaningful relationships in new ways.
Finally, Chris, what excites you most about the future of HLPartnership with BetterHome Group’s support?
Chris Tanner: What excites me most is the potential to truly enhance the support and resources we offer our advisers. With
BetterHome Group’s investment and experience behind us, we’re positioned to bring more advanced tools, a broader proposition, and tailored solutions that meet the needs of a dynamic market. This investment strengthens HLPartnership’s foundation, allowing us to expand our reach and empower our advisers to deliver exceptional value to clients. Together, we’re setting the stage for HLPartnership to lead the way in the mortgage industry, ensuring our members have every advantage they need to succeed.
BetterHome Group’s investment in HLPartnership brings fresh opportunities and innovations to the UK mortgage market. With a shared vision for growth and a commitment to giving brokers the best possible tools, this investment will elevate HLPartnership to new heights. Members can look forward to enhanced technology, a stronger proposition, and a wealth of new possibilities in the years to come.
At HLPartnership, we believe technology should make your work easier, not more complicated. That’s why we’re introducing our new CRM system this year—designed from the ground-up to meet the needs of mortgage advisers. It keeps everything in one place, helps you work efficiently, and supports a clear, client-focused experience from start to finish. We’re launching with a core version (known as the ‘MVP’), and because HLP fully own the system, we’ll have the flexibility to keep adding new features and improvements as we go to continue to ensure that the system meets your needs.
we believe technology should make your work easier, not more complicated.
Our CRM system keeps your client’s journey and details all in one place—from first contact to advice delivery and beyond. It’s designed to help you manage each client relationship over the long term, so you can focus on what matters, without jumping between systems.
Keeping track of leads and managing daily tasks is essential for growth. Our CRM system helps you understand which lead sources work best and keeps your workload organised, so you and your team can work smarter, not harder.
Our pre-qualification feature lets you gauge each client’s financial position early, helping you start each case with insight and helps to aim for the best possible outcome from the beginning.
Compliance is covered at every step, from streamlined IDD and GDPR processes to automated disclosures and a detailed audit trail of client interactions. The CRM system supports a compliant advice journey, so you can stay on track with regulatory standards while prioritising positive outcomes for clients.
Our CRM system makes it easy to generate suitability letters that are tailored to each client’s specific needs. Each recommendation summary is customisable, allowing you to recap client objectives and make any adjustments needed for a clear and meaningful presentation. This client-focused approach means you can provide advice that’s straightforward for clients to understand, while giving advisers control over the message.
For advisers and their teams, our CRM system offers tools to track every case from start to finish. The case progression feature lets you manage tasks, store documents, and track actions, giving your team everything they need to keep each client journey organised. Documents are easy to manage, with options to organise by case, applicant, and product levels.
Clear budgeting tools are built into the CRM system to give clients a straightforward picture of their financial health. You can track current and future outgoings, compare options, and provide strategic recommendations—all in one place, making financial planning easier for both you and your clients.
This CRM system is built to fit what advisers need—practical features that make your work simpler and more effective. Because we fully own it, we’ll keep improving and adapting it, so it remains useful and relevant as your business needs change.
We’re proud to officially launch our new System Support Team (SST), delivering dedicated IT support to members like never before. This initiative reinforces HLP's commitment to providing cutting-edge technological and operational services, enabling member firms to thrive in an increasingly digital-first world.
Working in tandem with the established Partner Support Team (PST), the SST is on hand to offer specialised technical assistance. From troubleshooting platform issues to delivering expert guidance, the SST ensures smooth business operations across HLP's network. The timing is particularly valuable as we gear up to roll out our game-changing new CRM system, a tool set to further elevate business efficiency and growth potential for our members.
We are committed to continually improving the support we provide, ensuring our members have access to the right expertise whenever needed. The introduction of the System Support Team represents a significant step forward in streamlining our services and offering even more tailored technical support.
With the SST's launch, HLP members now have access to seamless, on-demand support that allows them to focus on what matters most: serving clients and growing their businesses. The SST will play an integral role in helping advisers navigate technology systems and unlock the full potential of HLP’s digital resources.
As HLP continues to invest in state-of-theart technology, the SST will be crucial in supporting network firms to adapt and succeed in a competitive marketplace. By combining personalised technical support with innovative tech solutions, we aim to give our members the full technology support needed to operate at peak efficiency, while delivering exceptional outcomes.
We are committed to continually improving the support we provide, ensuring our members have access to the right expertise whenever needed.
HLPartnership (HLP) is pleased to welcome Matt Brown as its new Propositions Director, a role that will see him leading the development of propositions and initiatives designed to strengthen HLP’s support for its advisers. With over 20 years of experience in financial services, Matt brings a wealth of knowledge and a strong commitment to broker success, making him an ideal fit for HLP’s leadership team.
Matt’s impressive career includes leadership positions at several major organisations in the mortgage and financial services sectors. Most recently, he served as Head of Proposition at PRIMIS Mortgage Network, where he focused on building broker relationships and developing intermediary propositions tailored to meet the evolving needs of brokers and their clients. During his three years at PRIMIS, Matt was instrumental in refining the network’s approach to adviser support and proposition development, establishing a reputation for delivering outcomes that empower brokers.
Before his time at PRIMIS, Matt was National Account Manager at eConveyancer, where he played a key role in expanding broker and distributor partnerships. His career began at NatWest, where he spent 14 years in branch banking and the mortgage division, holding various leadership roles that deepened his understanding of the mortgage market and the needs of both brokers and clients.
Matt has built his career around a commitment to helping brokers achieve strong outcomes for their clients. His approach aligns closely with HLP’s values, which centre on supporting advisers with practical tools, strategic partnerships, and a focus on clientfirst solutions. This alignment makes Matt a valuable addition to HLP’s leadership team, especially as the network looks to expand its offerings and deepen adviser support.
Commenting on his appointment, Matt said:
“I am delighted to be joining HLP at a time of significant opportunity for the network. Having worked closely with HLP in the past, I know the business is built on strong values and an unwavering commitment to its advisers. With the recent investment from BetterHome Group, the potential for growth is exciting, and I look forward to being part of HLP’s ongoing success.”
Matt's approach aligns closely with HLP’s values, which centre on supporting advisers with practical tools, strategic partnerships,
With HLPartnership’s recent investment from BetterHome Group, the appointment of a Propositions Director with Matt’s experience signals the network’s commitment to delivering even greater value to its members. Christopher Tanner, CEO of HLP, expressed his enthusiasm for Matt’s addition to the team, stating:
“We are pleased to have Matt on board as Propositions Director. His depth of experience, particularly in developing strong broker relationships, will help us further strengthen our offering to advisers. Matt’s commitment to customer outcomes and his understanding of the intermediary market are closely aligned with our values at HLP.”
Matt’s expertise in relationship-building and proposition development will be key as HLP continues to grow, with a focus on creating initiatives that support advisers and enhance client satisfaction. His leadership will be instrumental in shaping the future of HLP’s propositions, ensuring that every adviser has the resources they need to succeed in a dynamic market.
HLPartnership welcomes Peter Curran to its board in the newly created role of Partnerships Director. With over 30 years of leadership experience in financial services, Peter brings a strategic mindset and industry expertise that will play a pivotal role in shaping HLP’s next phase of growth and development.
Peter’s career spans senior leadership roles across some of the UK’s most prominent financial institutions. Most recently, he served as Managing Director of Countrywide Financial Services, where he led the business through six years of remarkable growth, strengthening its market share and operational efficiency. Prior to his time at Countrywide, Peter held key positions at Bank of Scotland, HBOS, and Lloyds Banking Group (LBG), where he was instrumental in developing business strategies, enhancing performance, and navigating periods of significant change within the financial sector.
For the past three years, Peter has worked as an industry consultant, focusing on strategic opportunities in the financial services space. Notably, he has been working closely with BetterHome Group (BHG) in South Africa, collaborating with their CEO, Rudi Botha, on expanding BHG’s market presence into the UK. This collaboration recently took a decisive step forward with BHG’s substantial equity investment in HLP, a move designed to fuel HLP’s growth and innovation. Peter’s appointment to the board is a key component of this strategic investment, aligning his expertise with HLP’s growth objectives.
With his wealth of experience, Peter is uniquely positioned to help HLP explore new growth avenues and enhance its proposition for advisers. His role as Partnerships Director will be integral in developing and nurturing relationships with industry partners, enabling HLP to continue providing innovative solutions and market-leading support to its network.
Christopher Tanner, CEO of HLPartnership, expressed his enthusiasm for Peter’s appointment, stating:
“We are delighted to welcome Peter to the HLP board. His extensive experience and strategic insight make him a valuable addition to our leadership team. As we continue to evolve and grow, Peter’s expertise will be critical in identifying and pursuing new business opportunities to enhance HLP’s value proposition. His leadership will help us further strengthen our adviser network and enhance our service offerings.”
Peter’s appointment underscores HLPartnership’s commitment to supporting its network of over 900 advisers with industry-leading technology, support, and services. His focus on partnership development and business strategy aligns closely with HLP’s mission to empower advisers and drive sustainable growth.
Reflecting on his new role, Peter commented:
“I’m excited to join HLP at such an important time in its growth journey. The company’s focus on innovation and adviser support aligns perfectly with my passion for driving business development and creating value in the financial services industry. I look forward to working with the team to explore new opportunities and contribute to the ongoing success of the business.”
Peter Curran’s addition to the HLP board marks a significant step forward in HLPartnership’s mission to strengthen its support for advisers and pursue strategic growth opportunities. With his leadership, HLP is poised to expand its reach, explore new markets, and build a network of partnerships that enhances value for advisers and clients alike. As HLP continues its growth journey, Peter’s vision and expertise will be instrumental in guiding the network toward long-term success.
As HLPartnership continues to grow, so does our commitment to supporting our advisers with direct, personalised assistance. Our Regional Sales Manager (RSM) team has expanded significantly this year, with new RSMs joining to ensure our advisers have dedicated support wherever they are in the UK. Each RSM brings industry expertise, a passion for helping advisers grow their businesses, and an in-depth understanding of local market dynamics.
The RSM team plays a crucial role at HLPartnership, serving as an invaluable resource to advisers on the ground. From providing business development guidance to sharing market insights and recruitment support, the RSM team is here to help advisers reach their potential. With a growing team, our RSMs can offer even more personalised support, ensuring that each adviser feels equipped and empowered to succeed.
Here’s how the RSM team supports our advisers:
• Business Development and Growth Strategies: RSMs work closely with firms to develop strategies tailored to their unique business goals, helping advisers identify opportunities for growth and create actionable plans to achieve their objectives.
• Local Market Insights: With a finger on the pulse of regional market trends, each RSM provides advisers with up-to-date information and insights specific to their area, helping them stay competitive and relevant.
• Hands-On Support and Training: RSMs offer direct assistance with training on new tools, including our CRM system, helping advisers and their teams make the most of the technology and resources available.
• Recruitment and Team Building: From advising on recruitment strategies to supporting advisers as they grow their teams, the RSMs provide essential guidance to help firms expand their talent pool and strengthen their client service capabilities.
This year, we’ve welcomed several experienced professionals to the RSM team, each bringing a unique set of skills and a commitment to adviser success. With an expanded team, we can ensure that every region is fully covered, giving all HLPartnership members access to the support they need.
Some of our newest RSMs include:
Preeti Ferrier
Covering the Southern region, Preeti brings years of experience from Just Mortgages and has a keen understanding of the unique challenges advisers face in the South. Her focus is on helping firms in her region enhance their client propositions and grow their businesses strategically.
Aneal Chohan
Based in the Midlands, Aneal has a strong background in compliance and business development, providing advisers with invaluable support on both regulatory and growth fronts. Aneal is dedicated to helping firms stay compliant while exploring new avenues for success.
Jason Whiteley
Covering the Northern region, Jason focuses on recruitment and talent development, helping firms build strong teams and retain top talent. His extensive experience in adviser support makes him a valuable asset to firms aiming to scale up.
At HLPartnership, we understand that every adviser’s needs are unique. By expanding our RSM team, we’re making it easier for advisers to access tailored support, no matter where they’re based. The RSM team is not only a support system but a resource for growth, helping advisers achieve their full potential and meet the demands of today’s market.
Whether it’s guiding a new adviser through their first client interactions, helping a firm implement a business growth plan, or assisting with recruitment strategies, our RSMs are here to provide the practical, local support that advisers need. We’re excited about the positive impact our expanded RSM team will have on the network and look forward to seeing how they’ll help each firm thrive.
By focusing on these strengths, our members are well-equipped to build meaningful connections with clients and deliver advice that truly supports their financial goals.
In July and October, HLPartnership was pleased to host two successful Women in Finance events, organised by Kay Leslie, HLPartnership’s Compliance Director. Held at St Ermin’s Hotel in Westminster, London on 17th July and The Edwardian Hotel in Manchester on 9th October, these gatherings brought together female leaders from across our network to connect, share support, and celebrate the vital role of women in financial services.
With guidance from Kay Leslie, the Women in Finance events provided a valuable platform for HLPartnership’s female members to connect, exchange experiences, and reflect on the impact of the advice they provide throughout the customer journey. The day featured engaging discussions that highlighted the importance of recognising and building on individual strengths—what we proudly call our advisers’ “superpowers.”
By focusing on these strengths, our members are well-equipped to build meaningful connections with clients and deliver advice that truly supports their financial goals.
“These events are all about connection,” said Kay Leslie. “We want to create a space where our female business leaders can openly discuss their challenges, learn from each other, and strengthen the advice they provide.”
A key element of the Women in Finance events was the opportunity for attendees to gain insights from some of the industry’s partners. Presentations were delivered by Royal London, Aldermore Bank, Aviva, LV= General Insurance, and Virgin Money, each offering useful perspectives on the direction of the industry and the role of female leaders within it.
These sessions allowed advisers to explore the current landscape of financial services, including the latest industry trends and new approaches to support client needs. The contributions from these partners provided valuable knowledge and underscored the critical role women play in shaping the future of financial advice.
In addition to presentations, the Women in Finance events encouraged open discussions about the unique challenges women face in today’s financial services industry. From
balancing work and personal life to meeting evolving client expectations, attendees discussed real-life issues, shared solutions, and found support within a community of like-minded professionals.
“We recognise the unique challenges facing women in our industry,” Kay Leslie noted. “These events are an important step in providing our members with the tools, support, and inspiration they need to overcome these obstacles and thrive in their careers.”
The Women in Finance events are part of HLPartnership’s continued commitment to supporting diversity and empowering women across the network. By creating spaces for women to learn, connect, and share, HLPartnership aims to build a more inclusive and supportive environment that benefits advisers and clients alike.
As HLPartnership grows, we look forward to hosting more events that celebrate the talent and contributions of our female leaders. Together, we are creating a future where every adviser can build on their strengths and make a lasting impact.
We know marketing your mortgage or protection firm can be a bit overwhelming, especially with so much happening in the industry. That’s why we’re here to help. HLPartnership’s Marketing Services are all about making it easy for you to connect with clients, keep them engaged, and grow your business. With HLPartnership’s Marketing Services, we’ve made it easy for you to keep clients engaged and bring in new business. Let’s walk through everything we’ve got on offer to make 2024 a big year for you.
We’ve built a suite of campaigns to cover every corner of your business. Whether you’re looking to engage first-time buyers, remortgaging clients, or self-employed homeowners, we’ve got you covered with hundreds of ready-made, compliance-approved assets
Here’s a quick look at what’s available:
With so many mortgages coming up for renewal, this campaign helps you position yourself as the go-to expert. Share social media graphics, emails, guides, and web content, all designed to reach clients at the right time.
This campaign is all about making clients think about critical illness cover, life insurance, and income protection. It’s a reminder that protecting what they’ve worked hard for is just as important as building it.
Focused on buildings and contents insurance, this campaign helps you educate clients about protecting their homes and belongings, offering peace of mind for when the unexpected happens.
Green mortgages and eco-friendly home improvements are big talking points. Use this campaign to position yourself as an expert in sustainable finance, helping clients make smart, eco-conscious choices.
From equity release to financial security in retirement, this campaign is built to connect with clients over 55, highlighting how these products can support their lifestyle in later years.
For clients interested in Buy-to-Let mortgages and property investment, this campaign helps you provide valuable guidance on building a stable, profitable portfolio.
Targeting self-employed clients, this campaign shows your understanding of their unique needs, making it easier for them to secure the right mortgage.
Aimed at first-time buyers, this campaign helps you guide them through the process of preparing for homeownership, offering confidence and security.
All of these campaigns are ready-to-go and optimised for social media platforms like LinkedIn, Facebook, Instagram, and X. With hundreds of assets available, you’ll always have the right tool at your fingertips, whatever your clients need.
Our Monthly Client News Email service keeps your business front-of-mind. Each month, we send out a branded newsletter with fresh, engaging articles. It’s a straightforward way to stay connected, reminding clients of your service and expertise in between those key mortgage or remortgage moments.
Looking for a variety of tools to keep you moving forward? The HLP Business Booster is packed with resources for every part of your business – from marketing tips and self-help guides to compliance-approved content.
Want to post on social media without waiting for compliance approvals? Our Social Media Licence gives you the freedom to share content confidently. With a quick online course, you’ll be set up to promote your business online within industry regulations – it’s that simple.
We’re proud that HLPartnership recently won Best MarketingMortgage Services at the Financial Reporter Mortgage Industry Marketing Awards and is a finalist for the upcoming awards too. It’s recognition of the work we put in to support our members with standout marketing resources that make a difference.
HLPartnership’s Marketing Services are here to make your job easier and help your business thrive. Get in touch with marketing@hlpartnership.co.uk if you wish to find out how you can take advantage of these services.
At the prestigious Legal & General Mortgage Club Awards held on Friday, June 7th at The Guildhall, London, HLPartnership (HLP) proudly claimed the ‘Best National Network Partner’ Award for the fourth time in recent years.
Speaking about the award, CEO Christopher Tanner commented, “I was delighted to receive the award this year on behalf of the entire network. After our previous wins, I was amazed that HLP was once again chosen by the judges and considered to have made the strongest case among our peers. This recognition highlights our unwavering commitment to quality, innovation, and exceptional service.
None of this would be possible without the unwavering hard work and dedication of our entire team. We are deeply grateful for the loyalty of our members, who continue to put their trust in HLP and support our strategy. Their commitment to excellence and belief in our vision have been integral to our success. Together, we are clearly doing something right!”
This award is a testament to HLP’s commitment to excellence and innovation in the mortgage industry. The recognition underscores the network’s ability to consistently provide outstanding service and value to its members.
We asked our members to share some of their recent successes and milestones, and we’re delighted to highlight their impressive achievements. In this issue, we’re celebrating the awards, innovations, and impactful client service stories that showcase the dedication and expertise within the HLPartnership network. Each story reflects the high standards our members uphold and the positive impact they make in their communities.
Mortgage Style celebrated a milestone by winning the Best Financial Services Supplier award at the 2024 HMO Awards, held at the esteemed Stowe School in Buckingham. This award highlights Mortgage Style’s expertise in HMO (Houses in Multiple Occupation) finance, where they serve as a trusted partner for landlords and property investors across the UK.
Marcus Robinson, Managing Director of Mortgage Style, accepted the award from HMO Awards Judge Helen Chorley.
“It’s an honour to receive this recognition, and we’re proud of our team’s commitment to helping clients succeed in HMO investments,” he shared. Mortgage Style’s reputation for excellent service and in-depth knowledge continues to set them apart in this specialised field.
Zing Mortgages is celebrating an incredible achievement, having won the Silver Award for the South East Region at the ESTAS Mortgage Adviser Awards for the third consecutive year. The ESTAS Awards, known for being client-driven, are based on feedback and reviews, making this win especially meaningful. This year, Zing Mortgages achieved a remarkable 99.24% satisfaction score from 138 client reviews.
“This award reflects our entire team’s commitment, from administration to advice,” shared Ian Lloyd of Zing Mortgages. Winning at the ESTAS highlights the value Zing Mortgages places on client feedback, ensuring their services remain aligned with client needs and expectations.
Falcon Associates recently received dual honours at the Southern Enterprise Awards 2024, winning Best Mortgage Brokerage –South East and the Client Service Excellence Award – South East. Led by Lee Marshall, who has dedicated 43 years to the industry, Falcon Associates has built a reputation for exceptional client service. Reflecting on his career and the recent award, Lee remarked, “Our clients are the foundation of our success, and we take pride in delivering service excellence.”
Through consistent recommendations and repeat clients, Falcon Associates has reinforced its reputation as a trusted, client-centered mortgage brokerage.
Approved Mortgage Solutions has achieved national recognition, winning the Best Social Mobility Initiative at the Barclays DE&I Awards. This award underscores the firm’s commitment to providing career opportunities for individuals from all backgrounds through apprenticeships. Led by Paul Hampton, the firm has supported apprenticeships for over 20 years and is a proud member of the Armed Forces Covenant.
“This initiative has helped countless individuals build rewarding careers in financial services,” Paul Hampton shared. Approved Mortgage Solutions’ dedication to social mobility and community support is a testament to their values and impact within the industry.
Henden Financial, led by Phil Henden, is marking a year of impressive growth, having achieved £167,738 in gross written protection business. Phil’s dedication to protection has increased the company’s business split to 67% mortgage versus insurance—a significant shift that reflects his commitment to consumer duty standards.
“My focus is always on doing right by the client, ensuring they’re protected and reviewing their needs regularly,” Phil explained. By prioritising protection and aligning with consumer duty standards, Henden Financial continues to provide valuable, client-focused services.
Bell Financial Solutions recently assisted a client in securing a life-changing mortgage. The client, who needed to adapt her home with a downstairs bathroom for her son’s mobility needs, faced affordability challenges. Adviser Rachel Cummings worked diligently to secure a mortgage with The Co-Op, which completed within two weeks, enabling the client to make the necessary adaptations.
“Our mission is to support every client’s unique needs,” Rachel shared. Bell Financial Solutions, recognised by HLP for outstanding client care, also supports Shelter Merseyside, a charity dedicated to housing support, underscoring their commitment to making a positive community impact.
Your Mortgage Room Ltd is celebrating an exceptional achievement at the ESTAS Mortgage Broker Awards 2024, where they were awarded Bronze in the Mortgage Broker category and honoured as Best in County. These awards are a testament to the dedication and client-focused service provided by Charlotte Oakley, the driving force behind Your Mortgage Room’s success.
Reflecting on the impact of these awards, Charlotte shared that the recognition has strengthened client confidence in their
recommendations and fostered invaluable support from the community and industry partners. “The support from our community and the introducers we work with has been fantastic, helping to reinforce existing relationships and foster new ones,”
Charlotte remarked.
While she awaits the arrival of the awards, the recognition from ESTAS has already made a significant impact, reinforcing Your Mortgage Room’s commitment to trusted advice and exemplary service.
These Member Spotlights reflect the exceptional work being done across the HLPartnership network, showcasing a commitment to client service, innovation, and community impact. We look forward to sharing more achievements from our members in future issues of Network News.
Recruiting skilled mortgage and protection advisers into firms is one of the most pressing challenges facing networks and brokerages today. As we continue to see shifts in customer expectations and increasing demand for holistic financial advice, finding advisers who can meet these evolving needs is critical. However, the recruitment landscape for mortgage and protection advisers is unique, and it comes with its own set of challenges.
In this article, we’ll explore some of the recruitment challenges firms are currently facing and how HLPartnership’s recruitment team is here to offer support every step of the way.
Recruiting qualified mortgage and protection advisers involves navigating a competitive and evolving market. With experienced advisers often already established in firms, finding advisers with both the technical skills and cultural fit for each firm can be complex. Additionally, while training new entrants to the industry is an option, it requires an investment of time and resources, which not every firm may have readily available.
Moreover, there’s been an increased demand for advisers who can offer both mortgage and protection advice, providing a holistic service to clients. Many clients today value advisers who can address their broader financial picture, and finding advisers with this dual focus is often a top priority for firms looking to grow their business. This demand means firms are competing with one another to attract experienced and capable advisers who can deliver on this promise.
Another layer of complexity comes from understanding what advisers are looking for in their roles. More than ever, advisers are drawn to firms that support career growth, provide autonomy, and offer technology that helps
them be more efficient and connected with their clients. At HLPartnership, we’ve seen this shift firsthand. Advisers today want to work with networks that offer a future-forward approach, whether that’s access to better technology, flexible working options, or clear paths for progression. For firms, this means that recruitment isn’t just about finding talent but also about meeting the expectations of advisers. A well-structured onboarding, ongoing support, and a sense of community are all crucial for retaining new hires and building a culture that encourages advisers to build their careers within your firm.
Tom Barnett Sales & Recruitment Director HLPartnership
Understanding these challenges is why HLPartnership’s recruitment team works closely with each firm in our network, aiming to streamline the recruitment process and find advisers who will truly thrive in the firm. Here’s how we can support your firm:
Our recruitment team at HLPartnership has years of experience in the mortgage and protection sectors. We understand what qualities make an adviser successful, and we’re here to share that knowledge, helping you to focus your efforts on finding the best candidates who align with your firm’s values and goals.
Attracting candidates often starts with getting the word out. Our team assists with crafting job advertisements that stand out and reach the right audience. We support you in identifying the platforms and professional networks that will help connect you with qualified, engaged candidates.
HLPartnership is dedicated to offering firms access to cuttingedge technology, which helps both advisers and firms operate more effectively. Our onboarding process also covers training on our bespoke technology, ensuring that advisers are comfortable with the tools they’ll use from day one. This is essential for firms aiming to attract advisers who value technology that supports client engagement and compliance.
HLPartnership’s recruitment support doesn’t end when an adviser joins a firm. We’re here to provide continuous support, from compliance training to professional development opportunities, so that your firm can retain talent and foster a positive working environment.
Advisers who feel isolated are less likely to stay in a role long-term. We focus on creating a community where advisers can connect, share experiences, and feel supported within HLPartnership’s network. From our annual national conference to regular networking events, advisers in HLPartnership enjoy a supportive culture.
Looking ahead, recruitment in the mortgage and protection sectors will continue to evolve. As technology advances, regulations shift, and client expectations grow, firms will need to remain adaptable. Our goal at HLPartnership is to support firms in recruiting advisers who are not only capable of navigating today’s challenges but are also prepared for the future.
We know how vital recruitment is for building strong, resilient teams, and we’re here to help your firm every step of the way. Whether you’re looking to bring in experienced advisers or invest in new talent, HLPartnership’s recruitment team is ready to support you in building a team that will take your business forward.
Together, let’s bring the right people into your firm—advisers who will contribute to client success and help secure a prosperous future for the industry.
We are hearing a lot about how AI will revolutionise our industry. It is estimated that in the UK, the total market for AI is already worth c. £17 billion and is expected to grow to £803.7bn by 2035. In our industry, by all accounts, we stand on the brink of a major shift in how consumers research and engage with mortgage options.
However, it is not so long ago that the industry was worried by the advent of robo advice which would supposedly see the end of intermediary-based business and its replacement by web-based firms, where the proposition was that mortgage solutions could be dispensed without the need for human intervention. As we saw, it never caught on as most people still felt they needed the reassurance of a human interface.
In the same way, we should look on AI as the next step forward in the way that technology can be harnessed to make our businesses more effective. AI will increasingly influence the early stages of the mortgage advice process with its ability to automate processes such as document verification and helping to analyse customer data. AI will help shape consumer interactions and expectations but, despite this technological evolution, the importance of expert human advice will remain indispensable, particularly when navigating the complexities of mortgage products and decisions.
Unlike traditional search engines, which rely on keyword matches and a list of ranked links, AI-driven platforms will engage in a more dynamic and responsive search experience. These AI systems will interpret natural language queries and offer highly relevant, precise responses based on the user’s context and financial data. This will enable consumers to bypass the need for combing through pages of search results, offering them quicker access to tailored information that is highly specific to their needs.
As AI becomes an integral part of the early stages of the mortgage journey, it will fundamentally shift how consumers approach mortgage research. Historically, the process of finding the right mortgage has involved extensive legwork, visiting numerous comparison sites, gathering information from various sources, and attempting to decode the complexities of terms and conditions. AI will streamline this process, making it far more efficient and accessible.
AI-powered search engines will present consumers with a curated list of mortgage products, tailored to their personal and financial situation, often using real-time data such as credit scores or employment changes. This will not only save time but also allow for a more personalised approach, ensuring consumers have access to options that are best suited to their circumstances from the outset.
This shift means that consumers may arrive at mortgage advisers with more specific, nuanced questions, having already done much of the basic research through AIpowered tools. This will inevitably alter the adviser/client dynamic, as consumers will be better informed and more decisive at the outset of consultations.
However, despite AI’s ability to streamline and personalise the early stages of the mortgage search process, there remains an irreplaceable role for expert human advisers. While AI can efficiently provide data-driven insights, it cannot replicate the empathetic, tailored advice that a human adviser offers, particularly when dealing with complex, personal financial decisions.
Mortgages are often tied to significant life events—buying a first home, downsizing in retirement, or moving due to a growing family. These scenarios are deeply personal and laden with emotional considerations that an algorithm cannot fully comprehend. Human advisers are essential for providing context, reassurance, and strategic advice that takes into account not just financial metrics, but also life goals and emotional needs.
Furthermore, AI tools, no matter how advanced, cannot navigate the more complex
and nuanced areas of mortgage advice, such as regulatory changes, tax implications, or long-term financial planning. Advisers offer a depth of understanding that goes beyond data, ensuring clients are not only informed but also confident in their decisions.
The future of mortgage advice will be defined by a partnership between AI and human expertise. AI will handle routine tasks and facilitate the initial research phase, enabling advisers to focus on more complex issues and client relationships. This hybrid model will ensure that consumers benefit from the best of both worlds—AI’s efficiency and speed, coupled with the personal, nuanced advice only an experienced human adviser can provide.
Advisers who embrace AI as a tool to enhance their services, rather than view it as competition, will thrive in this evolving landscape. By leveraging AI’s capabilities, advisers can provide more value to their clients, delivering not only efficient solutions but also deeper insights and tailored advice.
As technology advances, so do the tactics of fraudsters. Mortgage and protection advisers must now be aware of a growing threat: AI voice cloning scams. Recent research from Starling Bank shows that over a quarter (28%) of UK adults have been targeted by these scams in the past year. Worryingly, nearly half (46%) of Brits are unaware of the existence of AI voice cloning, leaving many at risk of financial loss.
AI voice cloning works by using just three seconds of audio to replicate someone’s voice. This can be done from short clips on social media or online videos. Fraudsters use these clones to impersonate individuals and make calls or send messages that sound convincingly real, often claiming to be distressed family members urgently needing money.
For mortgage and protection advisers, this risk isn’t just personal; it’s a concern for clients as well. Imagine a scenario where a client is tricked into transferring funds to a scammer using a cloned voice. The potential for financial harm is substantial, particularly for clients handling large transactions related to property purchases or protection policies.
Andrew Sentance Fraud Officer HLPartnership
As trusted advisers, you can play a role in helping clients understand and safeguard against these scams:
1
Educate on Safe Phrases: Encourage clients to establish a Safe Phrase with family members. This is a phrase only known to trusted contacts, which can be used to verify the authenticity of calls or messages in high-stakes situations.
2 Discuss Fraud Awareness:
When discussing financial protections, take a few minutes to inform clients about new fraud tactics like voice cloning. These conversations can go a long way in building trust and ensuring clients feel supported beyond traditional advice.
The ability to help clients identify and prevent fraud strengthens your role as a trusted adviser. By staying informed about AI-driven scams, you can proactively protect clients and add valuable advice to your services. This awareness can be a powerful differentiator, positioning you as an adviser who goes the extra mile to safeguard clients’ financial well-being.
3 Use Verification for Transactions:
Remind clients always to verify unexpected requests for large sums, even if the request seems urgent or comes from a familiar voice. Advising them to check with their adviser or financial institution directly can help prevent rushed, potentially risky decisions.
Getting a green file check on the first go saves time, enhances client outcomes, and boosts compliance scores. By addressing some common reasons for failed checks, you can ensure each file is thorough, compliant, and client-centered.
By Joanne Osborne, Head of Business Quality, HLPartnership
Here’s how to keep your files in the green:
1
Use the Correct Initial Disclosure Document (IDD)
An incorrect IDD is a common reason for failed checks. To prevent this, use the PDF version of the IDD appropriate to the product (Regulated or Non-Regulated), not the version on 360.
2
Evidencing that the correct IDD was provided to customers is essential, even after face-to-face meetings. Create a template email confirming the IDD and Data Privacy Document have been sent, and make it a habit to upload both the PDF IDD and the email evidence for each customer. This simple practice helps ensure that all compliance documentation is complete.
3
Follow the Advice Process Sequence
Correctly sequencing the advice process helps avoid failed checks. Each case should follow this order: IDD, Fact Find, Sourcing, Product Illustration, Application Submission, and Suitability Letter. Each step should be documented with dates in the correct order to verify that the client’s journey through the advice process was logical and compliant. If there’s an error (e.g., missing sourcing), add a note in the file explaining the situation.
Sending a copy of the Fact Find to each customer allows them to review recorded information and confirm its accuracy. A template email can streamline this process, ensuring every customer receives and can verify their Fact Find data. This practice builds transparency and is essential for compliance.
Missing documents are an avoidable cause of failed checks. Use the document checklists on the Adviser Portal to ensure all necessary documents are uploaded. Nearly all advisers have the required documents on hand; they may simply forget to upload them. Checklists, available under Network Procedures and Later Life Lending sections, simplify this task and can ensure completeness in just five minutes.
Suitability Letters should be sent within five working days of application, summarising the recommendation rationale. If an emergency delay occurs, note the reason in the file. Consistent documentation here reinforces transparency and compliance.
A thorough review of each client’s income and expenses is crucial for demonstrating affordability. Ensure all expenditures, from childcare to regular travel, are recorded. By confirming the client’s budget, you can make recommendations that align with their financial comfort and, where applicable, suggest options like shorter mortgage terms for those with available budget.
Include evidence that the Suitability Letter was sent to the client. A template email can streamline this task, ensuring consistent communication. Make this step the final part of each file check, helping you verify that all documentation is complete and that the advice process is fully compliant.
Following these best practices and using available resources can help you avoid common pitfalls and achieve green file checks every time. Each step builds a more organised, transparent, and compliant advice process.
As we look towards 2025, advisers are presented with an unprecedented opportunity in the Product Transfer (PT) market. According to preliminary data from CACI, the PT market is projected to reach between £345 billion and £365 billion next year, marking a 75% increase from previous years. With CACI tracking around 80% of UK lending data, this forecast represents the largest PT market ever recorded and points to substantial opportunities for mortgage advisers to assist clients with their transfer needs.
This surge in the PT market can be traced back to significant financial events over the past few years:
• Five-Year Fixed Mortgages from COVID-19: Many clients who secured five-year fixed mortgage rates during the early days of the pandemic will see their deals ending in 2025, creating a large number of borrowers seeking new arrangements.
• Repercussions of the 2022 Truss Budget: Economic uncertainty following the minibudget led to an increase in fixed-rate mortgage agreements. As these deals
mature, a wave of clients will be exploring product transfer options, offering advisers a chance to guide them through the decision-making process.
With some of the busiest months for product transfers projected to be June (£50 billion), September (£51 billion), October (£41 billion), and December (£42 billion), advisers have key opportunities to connect with clients, discuss their needs, and help them make informed choices that support good consumer outcomes.
As we approach these high-volume months, proactive client outreach will be essential. By reaching out to clients before their fixed terms end, advisers can position themselves as trusted partners in navigating what will likely be a complex decision-making period for many borrowers. This approach ensures clients have the time, information, and support they need to make choices that align with their financial goals and provide stability amidst potential rate changes.
For advisers, effective client outreach in the PT market is key to delivering valuable guidance and ensuring positive client outcomes. By reaching out to clients well ahead of their mortgage renewal dates, advisers create the time needed for thoughtful, unhurried discussions that support informed decisions. Offering clear, accessible information on product transfer versus re-mortgage options
empowers clients to make choices that best suit their financial goals. Additionally, focusing on the long-term benefits of product transfer options allows advisers to help clients achieve financial security and stability, fostering trust and building lasting client relationships.
With the largest PT market on record, 2025 offers an exceptional growth opportunity for mortgage advisers committed to delivering good consumer outcomes. Through effective outreach and support, advisers can build stronger client relationships, offer invaluable guidance, and make a meaningful difference during this record-setting year for the industry.
The Association of Mortgage Intermediaries (AMI) has released its latest Viewpoint report, Making Protection Personal, shedding light on the evolving perspectives around protection within the mortgage and protection industry. The 2024 report emphasises the growing importance of personalised, consumer-centered protection strategies. Here are the key takeaways that advisers should consider to enhance engagement and ensure positive client outcomes.
The report reveals that Consumer Duty regulations have sparked an increase in protection discussions, with 41% of advisers reporting more frequent protection conversations and 31% expanding their product offerings. Nearly a third believe that Consumer Duty has improved insurer standards, encouraging advisers to focus on consumer outcomes and transparent advice. This commitment is expected to shape a more client-focused approach, making it essential for advisers to proactively adapt to regulatory expectations.
A standout finding from the report is the shift in protection attitudes among younger generations. While traditional protection ownership remains limited (with only 7% holding income protection), there’s an increase in awareness and perceived importance among Gen Z and Millennials. Notably, 65% of Gen Z and 70% of Millennials recognise the importance of income protection, in contrast to 48% of Gen X and 39% of Boomers. Advisers should consider tailoring communication strategies to younger clients, emphasising the relevance of protection products early in their financial journey.
Advisers agree that annual protection reviews are valuable for client retention, yet only 45% of clients have reviewed their protection in the last year. Annual statements play a significant role, prompting 25% of policyholders to reconsider their coverage. Consumers desire clear, concise information on policy details, exclusions, and how to make changes, signalling that transparency fosters stronger client relationships. Advisers should prioritise regular reviews and clear, accessible annual statements to support clients’ evolving needs.
A notable 21% of consumers are now initiating protection conversations themselves, up from 11% last year. This shift reflects a growing consumer interest in understanding protection options and suggests that clients are moving beyond price as the primary factor. Only 27% of those who chose not to purchase protection cited cost as the primary reason; others focused on understanding the product’s value. This highlights the need for advisers to build trust and demonstrate the tangible benefits of protection products to address clients' concerns and overcome hesitations.
The AMI concludes with a four-point action plan to guide advisers toward more meaningful protection engagements:
• Simplify products and language: Clients seek straightforward information. Avoid jargon and prioritise clarity to reduce mistrust.
• Emphasise the human element: Take time to understand individual client circumstances before recommending products.
• Highlight positive outcomes: Sharing real-life success stories can reassure clients about the value of protection products.
• Allow clients to control the decision: Introduce protection early, but avoid pressuring clients for immediate decisions.
These findings encourage advisers to adopt a more consumer-centric approach, focusing on transparency, personal connection, and relevance to foster trust and ultimately improve protection uptake.
