Exploring High Net Worth Clients in Equity Release

Transcription

1 Exploring High Net Worth Clients in Equity Release

2 The Lifetime Mortgage Opportunity Lifetime mortgages have undergone a huge makeover in recent years. Sitting below 1 billion in 2012, the market stood at 1.4 billion in We expect the market to reach 2 billion by Rates have come down to a headline of 5.05% and we expect a sub 5% rate in Bluechip companies are eyeing the space, with the first in L&G and to make the move, entering recently. Media coverage is up 72% since 2011 (according to Google Trends). Flexibility has come as a result of recent innovation with products allowing for interest and capital repayments as well as flexibility in early repayment, such as the product with downsizing protection. Service quality has improved with the Equity Release Council opening up membership to all the types of service providers in the industry. Equifax Profiling Proves Financially Astute Customer Base Contrary to popular belief, lower socio-demographic clients don t buy equity release. Equifax have profiled all lifetime mortgage customers from The top 3 profiles in terms of case value and volume were all financially astute AB1 clients. Customers were grouped into Investor Profiles. The top 3 profiles were all at the top end in terms of financial wealth: 1. Sophisticated Stability 2. Middle Aged Spread 3. Careful Experience

3 Sophisticated Stability Middle Aged Spread Careful Experience Source: Equifax Investor Profiles

4 Sophisticated Stability 5.2% of all applications are from Sophisticated Stability customers with the following characteristics: Typical age band: Average property value: 363,449 Life stage: Married Attitude to investment: Financially sophisticated Income: High disposable income Wealth indicator: Affluent Credit status: Low credit risk Employment type: Director, business owner Employment status: Employed Home ownership: Home owners many outright Interests: Golf, theatre, wine, holidays abroad Middle Aged Spread 4.8% of applications are from Middle Aged Spread customers with the following characteristics: Age band (19%) Average property Value 216,759 Attitude to investment: Financially savvy Income: Above average income Wealth indicator: Reasonably well-off Credit status: Low credit risk Employment type: Managerial & professional Employment status: Employed Home ownership: Mortgaged home owners Interests: DIY, holidays abroad, golf, wine, fashion Careful Experience 4.2% of applications are from Careful Experience customers with the following characteristics: Age band 68+ (100%) Average property Value 279,340 Attitude to investment: Financially sophisticated Income: High income Wealth indicator: Affluent Credit status: Low credit risk Employment type: Retired (director, business owner) Employment status: Retired (a few still working) Home ownership: Home owners many outright Interests: Holidays abroad, gardening, golf, theatre

5 About The Equity Release Network Life expectancy; pension shortfall; house price growth; long-term care costs; interest-only mortgages; restriction on lending into retirement; the demographics are clearly in favour of the growth of lifetime mortgages. For us, that is nothing more than a good place for the work to begin. We felt that there are some serious challenges that the industry faces and a gap in the market for an organisation equipped and prepared to handle them. The press that stems from the long tail of legacy products; questions over the quality of advice from dabblers and non-specialists; cost-cutting in distribution; lack of innovation in marketing; outdated customer relationship management tools; translucency and mixed messages in communications; these were the key area we identified as weaknesses in the market. These are areas we knew we could fix if we designed a business solely around the distribution of lifetime mortgage, kept our focus, built scale and developed our business model accordingly. Since we established, we have continued to work to fix the weaknesses that we identified in this market Traditional Face-to-Face Distribution We set out the golden rule that our advisers will visit clients in their home and encourage family involvement, providing face-to-face advice that answers the questions of all that the decision affects. As others struggled to maintain this model and moved towards telephone advice, we brought modern IT systems to find efficiencies in the back-office, not the customer facing elements. In addition, we are the only company to review 100% of files and provide a second signature from a qualified supervisor on the advice. This goes further than a file review team, who do not carry the same responsibility. It makes for a very powerful review system when the reviewer s signature is also on the recommendation. Addressing The Media We set about a public relations campaign that was not just about getting quoted in equity release stories, but commenting on issues affecting those in retirement as well as educating journalists about latest innovations and success stories. It s the little things such as a coffee and catch-up with a leading journalist. Working With Intermediaries We designed a Professional Partnership Programme aimed at everyone who is currently involved or looking to become more involved in equity release. It is free to register and there are no requirements to refer any business to us. Many registrants are licensed and advise on lifetime mortgages themselves. Through the distribution of high quality information to all who register, we are helping to improve the quality of advice in the market. Commercially, we also make it attractive for those who dabble in the market to simply refer to us instead.

6 Customer Relationship Management Skills Recognising that lifetime mortgages are an extremely considered purchase with a cycle that can last for years, we have brought innovations in customer relationship management. We do not push product, we let the customer proceed at their own pace whilst making sure we are there to help them make a decision. To achieve this aim of allowing customers to dictate the pace, our marketing and communications need to be content-driven with fresh information about how equity release fits in with other aspects of their lives. This ensures we are top-of-mind after what could be years since initially enquiring. Transparency In Communications In addressing the translucency and mixed messages, we identified the initial enquiry as being the biggest area for potential improvement. After mystery shopping as a new enquirer, it was impossible to get any information from the call handlers, who deferred to an advice appointment at every opportunity. We believe the biggest potential for mis-selling stems from an adviser attending an appointment where the customer has been given no information at all beforehand and doesn t understand the basics of the product - sometimes they just want to find out an interest rate and this is information best delivered early on in the process. Mystery shopping also found advisers who wouldn t leave any quotes with the customer, presumably for fear of the customer going direct or to a competitor. We feel an informed customer is a satisfied one. Innovations In Marketing We have been constant innovators in marketing where we have been promoting equity release to a diverse audience through highly targeted campaigns across multiple channels and brands. We have secured the involvement of major organisations that have a great audience for the product but had no intention of entering this market. Conde Nast Publications, had not considered getting involved in financial services at all, yet the story of how equity release could help their customers achieve their often ambitious goals proved the right enticement. Now they are truly bought into the product and run features on a monthly basis. We provide the customer with a range of ways to find us and then get in touch with us, ensuring we don t typecast or neglect them because of outdated views, particularly in the digital channel. We embrace technology in marketing and stay current through early adoption, experimenting on a small trial basis and implementing the methods that prove effective.

7 We would love to share our ideas with you to help you get involved Schedule an appointment with your relationship manager