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News analysis: Aviva sparks debate on return of direct sales force
by Michelle McGagh on May 19, 2009 at 00:01
A sharp drop in IFA numbers and the need to service middle-market clients following RDR will lead to life companies expanding their direct sales forces.
Aviva’s plans to grow its direct sales force to plug the advice gap it believes will be left after the retail distribution review (RDR) has brought into the open a debate that has previously been conducted in private by life offices and intermediaries.
As revealed by New Model Adviser® last week, Aviva-owned Norwich Union Life wants to grow its in-house channel of 100 direct sales staff to target 2.7 million ‘orphan’ clients, half of whom were brought in through its earlier direct sales force but the remainder of whom were originally IFA clients the group believes are no longer in contact with their adviser.
Norwich Union Life marketing director David Barral has said the company is not muscling in on the adviser share of the market but expects adviser numbers to reduce dramatically. The firm predicts by 2013 numbers will fall to 10,000 from 21,000 currently as advisers fail to comply with RDR changes, leaving middle-market consumers unserviced.
Inevitably, adviser reaction has been mostly critical towards a group regarded as having done much to perpetuate the unsustainable model of commission-funded search for new clients that has led to the problem of ‘orphan’ clients.
However, David Hickey, Lighthouse executive chairman, said it was ‘predictable’ that life companies would expand their direct sales forces. ‘A return of the direct sales force is possible. At the moment there is so much uncertainty around the retail distribution implementation programme and nonsense with the Financial Services Skills Council (see Face to face, page 20) which directly affects QCA level four, that there are a lot of options to consider,’ he said. ‘I think the bancassurers will think they can retain market share and will look at direct sales forces.’
Hickey added that the final outcome of the RDR could work in favour of direct sales forces. ‘It is easier for the regulator to look after a reduced number of companies with tied or direct sales forces than to regulate 20,000 IFAs,’ he said.
Norwich Union’s rivals have distanced themselves from talk of reviving direct sales forces, partly because of the cost implications but also out of fear of alienating IFAs. In practice, however, all the big insurers are interested in using guided sales – if it emerges intact from the RDR – to address the legacy customer issue.
Different environment
Andy Curran , director of intermediated distribution at Prudential, said: ‘I think it is a different economic and regulatory environment to have a direct to consumer offering in, especially the size of the Pru offering in the past.’
His comments were echoed by Standard Life distribution strategy director Stephen Ingledew. ‘The direct sales forces have all dispersed over the past decade because of economics. They just don’t make sense. And there is nothing happening today that says those economics would be any different,’ he said.
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4 comments so far. Why not have your say?
Alex Docherty
May 19, 2009 at 12:47
So this would be the Direct Sales forces who caused a lot of the problems with pension transfers, endowments etc - who will be offering a limited range of (if the Scottish Widows/Lloyds TSB tie is anything to go by) expensive products.
Great - IFA's will get tons of business helping people get good value financial advice/planning.
Oops, sorry forgot that either
a) there won't be any of us left
or
b) we'll only be able to service HNW clients because we'll still be paying our disproportionately high FSA/FOS/FSCS fees for the banks' collective screw-ups
report thisEvan Owen
May 19, 2009 at 12:58
...been there, done that... nothing new in Avenue Deja vu.
According to FOS figures the vast majority of complaints are made against everyone other than IFAs despite the fact that IFAs command the lion's share of distribution, please note that this relates to complaints which actually make it to Walter Merricks' bunker. IFAs must be doing something right but when I met the recently departed David Kenmir his only concern was IFAs refusing to honour FOS awards! His solution, as furnished by those who whall remain nameless, was 'well capitalised professional firms', hence the insane RDR as was and soon to be dismembered.
Is there anybody at home at Canary Wharf? Can they please look at the facts before they unleash a new wave of direct saleforces and their 'pyramid selling' management structures?
IFAs have a lot to offer, but until the disproportionate attention of the regulator, the unwarranted FSA fee increases, the unfair FSCS system and the illegality of FOS determinations is sorted we will not see any balance anytime soon.
Come on FSA, let's talk, the Tories are coming...
report thisGROSVENOR CHAUNDY
May 19, 2009 at 13:31
I echo Evan's comments.
And as he hints, it is worth bearing in mind that the complaints statistics quoted by Evan are the tip of the iceberg.
The Bankers have previously tried to claim some moral high ground by suggesting that they uphold a greater proportion of complaints than IFA's.
There may be a number of reasons why this is the case, but perhaps the most obvious one is that it isnt their money they are dishing out, and they simply dont have the records to defend many complaints (or maybe even the complaints were JUSTIFIED)
IFA's on the other hand, tend to retain better records (including their own personal recollection of events some 20 years later). They are also generally far less likely to received a justifiable complaint than the Banks. For these reasons IFA's uphold comparatively few complaints and therefore have a higher proportion referred to the Ombudsman.
AND YET - only 4% of complaints are in respect of IFA advice.
Now the commercial worms are coming out of the RDR wood, banks and Insurers smell the scent of victory over the dreaded IFA.
No longer will they have knowledgable people to have to deal with on behalf of clients. They can just carry on browbeating and obfuscating as the poor client vanishes in a quagmire of techno speak and admin mire.
No longer will they need to be competitive -- all they need to do is collar some poor unsuspecting Orphan client and take him to the cleaners. Having first of course demonstrated there sincerity and generosity in letting him have a tiny share of his rightfully owned inherited estate.
"There you go Sir, Your Bribe - and now you trust us to give you lots and lots more why not buy one of these, off the shelf - really nice cheap bonds we have designed specifically for your personal circumstances - from one of our fully qualified RDR approved authorised personal advisers, who are of course under clear instructions that they must NEVER actually sell anything -- HONEST!" "p.s but you can choose to buy one if you want"
C'est la vie
Dave Chaundy
report thisPhil Castle
May 19, 2009 at 15:29
Are potentially do-able IF and only IF two things happen.
1. The FOS recognise the rule of law
2. The FSA do not allow a cartel od direct sales/dual pricing to occur.
Unfortunately with point 2, the evidence of the recent past is they have already allowed this to happen with mortgage dual pricing and I suspect they will allow the same to occur with packaged investment and protection products.
IFAs are agents of the clients and that is ALL that needs to be focused on, it is possible (in my opinion) to give guided Independant Advice as ultimately that is what happens already for middle income clients as we advise on teh areas they want us to because they don't have the knowledge or experience, but being independant, we can be flexible enough to allow them to draw the line on the work they want us to do, so they can do research themselves or make use of their own experience. The thing we need then is the records (we record all client meetings as sound files) to protect ourselves from inappropriate complaints either to us or to the FOS, where we have truly acted as agent of the client by not crahging them for the things they have the skills/knowledge to do themselves.
I'm as critical about the RDR as the next IFA, but a lot will depend on how the RDIP actually moves forward on whether this will be good for the consumer or not.
It will NOT be good for the consumer if they are not supported by the FSA in being able to say to XYZ Insurance Company, "I don't care that I bought this product through you XYZ, I want MY AGENT to be able to act as MY AGENT in law and for you XYZ company to treat them as such".
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