Licensee owner ClearView Wealth has omitted its branding from a recent series of educational videos, with General Manager of Distribution Christopher Blaxland-Walker saying the company “didn’t want to make the obvious play”.

Blaxland-Walker says that if the video series, called ‘Advice under the bonnet’, was branded, advisers would see it as “an obvious marketing ploy” and shy away from it.

“We’re not putting the brand on it because we believe the brand is part of a relationship that we have with the adviser community,” Blaxland-Walker says. “We just wanted to give some education, not just to advisers – they already know the process – but to their clients.”

“This kind of thinking is what’s needed in the industry right now,” Blaxland-Walker said.

“The royal commission has been a nightmare for a lot of people, and a lot have taken a negative view of advisers and companies. We’re just trying to put something out that is positive and is useful to clients.”

Blaxland-Walker uses Shakespeare to make the point that the advice community can either sit on its hands and bemoan its fate or coalesce to improve and move forward.

“It’s very easy to suffer the slings and arrows of outrageous fortune, but we need to stand together as a community and work together for the betterment of that community, and that means doing things like this.”

The series consists of three 2 to 5-minute videos that aim to introduce people to the financial advice process. The first explains what advice is and how it works, the second looks at the strategy behind a financial plan and the third studies the steps to implementation. They are short, simple clips that attempt to demystify the advice process for people that have never engaged an adviser.

“You can give them the opportunity to watch the videos, so they can then get the concepts and go have a meeting with an adviser and be a little bit more comfortable because they’ve got a little bit of background knowledge,” he says.

The resources are being used and passed around by “a lot of other dealer groups”, he continues.

The videos are hosted on a ClearView-run site called futureofadvice.com.au, which is ostensibly a training and resources site for advisers and clients.

There is no labelling on the videos, which are essentially white labelled. There is minimal ClearView branding on the site’s other pages, but visitors do have the option to set up a “ClearView Account” and learn more about the company, which owns licensees ClearView Financial Planning (133 advisers) and Matrix Planning Solutions (100 advisers), as well as offering life insurance products.

He readily admits that the video series may funnel clients to their branded affiliates, but is adamant that this isn’t the intention.

“If there are clients that come to us from this that’s good,” Blaxland-Walker says. “But if they don’t that’s OK too. As long as they get financial advice in one of its formats, that’s the most important thing.”

Tahn Sharpe is a Sydney-based financial services journalist with a background in financial planning. He writes on advice, superannuation, investment, banking and insurance issues, is a certified SMSF Adviser and holds an Advanced Diploma of Financial Planning.
Leave a comment