Making employer super work for advisers
Advisers are poised to cash in on employer superannuation business following recent Federal Budget reforms, but still suffer obstacles in generating new business, a leading financial services organisation has found.
“Advisers have a wonderful opportunity to build their businesses through servicing both employers and their staff, but many do not try or have given up because they believe it is too complex and time-consuming,” said ING Australia head of marketing for employer super Mark Pankhurst.
ING recently conducted research into the employer superannuation arena, aiming to identify the specific obstacles that prevent advisers from targeting the lucrative market with confidence.
“We identified three things: access to employer super business consulting support; key contact servicing; and access to marketing insights, research and support.”
In response to these barriers, the company has launched a business consulting, servicing and marketing program called LeaderBoard.
The program includes modules focused on planning and development of the value proposition, sales management, conversion and lead generation.
Participating advisers are then provided with a key contact for all their servicing needs, as well as access to ING’s marketing and research services.
“LeaderBoard helps advisers gain a much better understanding of their employer super businesses and helps them unlock the potential it provides,” said ING national sales manager for employer super Robert Bergin.
“We work closely with each practice to establish a game plan, we run some very smart tools that assist in assessing the value of the services an adviser provides and how to articulate these services, and then we help them execute [them].
“Once a deal is done, any business we win receives dedicated service, to support both the adviser and their clients.
“Ultimately, it’s about supporting advisers who are serious about writing new employer super business.”
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