Advisers the heroes in Liberty's new national campaign

The financial adviser is positioned as the hero in Liberty Life's biggest ever consumer promotion launched today (Monday, October 8) and featured in a multi-media campaign across radio spots, magazine, press and outdoor advertising.

Liberty Life positions the financial adviser as a key component in any strategy to build a national savings culture.

The 'Get a plan Get a life' promotion has been structured to underscore the positive role professional advisers can play in encouraging South Africans to save, regardless of their income levels, says Bobbie Malabie, Managing Director: Sales Distribution and Strategic Partners at Liberty Life.

"Financial advisers are a national asset," he points out. "Policymakers give increasing priority to domestic saving, including pension reform to broaden the compulsory savings net and legislation like the National Credit Act to put a brake on reckless lending.

"It is vital the life industry play a full part. These considerations shaped the design of the 'Get a plan Get a life' campaign as the promotion emphasises the need for regular financial planning with qualified industry professionals.

"The knowledge-base available to the public through industry professionals is not tapped often enough. 'Get a plan Get a life' will drive home this point."

The promotion offers a R1 million cash prize to the client who wins a national draw after calling in an authorised Liberty Life adviser, including brokers, agents or any contracted intermediary, to work out a financial plan that conforms to Financial Planning Institute (FPI) criteria.

The consultancy process used in the development of the plan must adhere to the six-step structure endorsed by the FPI and Liberty Life:

1. Establish and define a client-planner relationship;
2. Assemble relevant client data and define client goals;
3. Analyse and evaluate the clients financial status;
4. Develop and present financial planning recommendations and alternatives while drawing up a Record of Advice and suggestions;
5. Discuss the implementation of the recommendations;
6. Ensure ongoing monitoring of agreed financial planning recommendations.

The FPI structure provides a platform for comprehensive planning covering retirement needs, risk cover, the capital and income required for specific objectives, targeted saving for educational purposes and other needs.

Liberty Life's software tools facilitate a 360 scan of client needs while the use of compound interest tables may act as a wake-up call for consumers who have neglected structured saving and risk cover.

Bobbie Malabie adds: "A key message is the importance of regular planning reviews. This call to 'do it and review it' will strengthen the relationship between the adviser and the public.

"In the post-FAIS era, levels of professionalism have been substantially reinforced. We believe structured planning is the ideal platform across which todays adviser can meet a new generation of consumers.

"'Get a plan Get a life' will get South Africans to think about the future and save for it assisted by their advisers.