Why branding is important to intermediaries

It is certainly easier for financial advisers to recommend companies that clients have heard of. By...

It is certainly easier for financial advisers to recommend companies that clients have heard of. By the same token, it is more likely that a client will approach an advisory firm they have heard of. Raising brand awareness of adviser firms benefits the whole of the industry, especially providers. The current intermediary M&A activity twinned with regulatory changes is resulting in large adviser corporate structures. As a result, the likelihood of adviser companies becoming well known moves closer to reality. Bradford & Bingley's Marketplace is a good example of brand leverage but t...