Aviva will launch its third New Thinking business book, aimed at helping advisers connect with their ‘sandwich generation’ clients, on 6 October.
Written by behavioural scientists Professor Paul Dolan, and best-selling business author Steve Martin, the book presents two behavioural science techniques – MINDSPACE and The SMALLBIG – which are aimed at helping advisers understand their clients, and have more effective conversations with them.
The new book is CII accredited and is designed to help advisers to inspire clients to reconsider financial plans and priorities, as well as to unlock clients’ underlying motivations and open up potentially new approaches to help them achieve their financial goals.
Aviva also sys to will help clients consider and visualise future life events – even potentially uncomfortable and unforeseen ones, and introduce difficult financial conversations to clients such as long term-care and critical illness.
In 2012, Aviva first introduced the concept of behavioural science to its advisers through its first book, examining how they could use the techniques to have effective conversations with clients about adviser charging. Over 4,500 copies of the paperback were sent out to the adviser community within six weeks.
Andy Beswick, intermediary director at Aviva, said: “With more than two million people in the UK currently providing care for more than one generation, the so called ‘sandwich generation’ is potentially one of advisers’ most significant client segments based on age, wealth and product needs.
“Whilst still trying to work out how to make the most of their own pensions and investments, clients in this group often have the added pressure of having to make important and complex decisions for other close family members.
“Funding children through further education, helping get them onto the property ladder, or helping ageing parents plan for long-term care can be difficult and often emotional, and the financial implications can cause a huge amount of stress.
“We have worked closely with Professor Paul Dolan and Steve Martin, who are both experts in behavioural science, to come up with clear and practical guidance for advisers to help them deal with these issues as simply as possible. Understanding how they can help clients achieve their goals is more important than ever.”
As well as the free book, a series of videos, top tips and insights into behavioural science techniques will be available on www.avivasandwichgeneration.co.uk from 6 October.
