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31 August 2018 | www.moneymarketing.co.za
First for the professional personal financial adviser
WHAT’S INSIDE
YOUR AUGUST ISSUE ARE YOU AVOIDING CLIENTS’ INCOME TAX PLANNING? It is critical that financial planners deal with clients’ income tax positions themselves
Page 6 AFRICA FOR AFRICANS – THE UNTAPPED INVESTMENT OPPORTUNITIES Is it not time for Africa to bet on itself?
Page 14 WOMEN’S MONTH We’ve taken this opportunity to focus on some wonderful women in financial services
Pages 18 – 24
Traditional financial advice is no longer enough
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raditional financial advice doesn’t go deep enough to tackle South Africans’ challenges, says Andrew Broadley, Executive at Standard Bank Wealth. “We need financial advisers to really put the client’s best interests at the centre of every action they take. A whole new standard of proactivity and thinking ahead is required,” he adds. There is undoubtedly a savings problem in SA, he says. “Too many people consume more and save less than they should. It doesn’t make sense to assume that the government or the client’s employer will provide sufficient income to maintain a post-retirement lifestyle that might be just as long as the client’s working career.” The burden for securing the future has now shifted strongly to the client and therefore to the financial adviser. “Everyone – rich and poor – has financial goals, but the most prevalent one is the maintenance of an acceptably comfortable lifestyle after retirement.” The financial coach Broadley tells MoneyMarketing that the financial adviser is the relationship manager, the financial coach and the person who ensures that the asset allocation of the investment portfolio and risk cover is appropriate to achieve the wealth goals the client has in mind. “This requires the financial adviser to be the subject matter expert on multiple areas that might be relevant to setting the client on the right path.
“For example, to identify and recommend which structure is most appropriate to hold investments in, such as tax-free savings accounts, endowments, etc., and what other risks are relevant and material, such as life cover and income protection.” Financial planning, he points out, is a respectable and well-regulated profession overseen by professional bodies that require financial planners to upskill themselves. “It’s a career for people who want to improve people’s lives rather than for salespeople to sell financial products.” Financial advice and coaching overlap in risk tolerance, which requires an emotional expression by the client. “That can only be done after the adviser has thought through the financial planning considerations, such as the risk required and risk capacity, which goes to the heart of goals-based financial planning.” For Broadley, it is essential that financial advisers ask their clients to set out their priorities, such as providing quality education for their children, retiring at 55 and living comfortably, or owning a second home at a holiday destination.
Only when clients start with the end in mind and really identify specific lifestyle goals are they really on the right track to a secure financial future. However, he says, the industry challenge is to find the best way to shift away from legacy approaches of delivering financial services towards a truly client-centric model. A goals-based philosophy “The answer lies in adopting a goals-based philosophy to investment advice. One of the key jobs of an adviser is to help the client reconcile the trade-offs between one financial goal and another, and to prioritise the most critical ones. Continued on page 2
FINANCIAL PLANNING MUST BE BUILT AROUND HELPING PEOPLE ACCOMPLISH THEIR GOALS
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