Death of an (insurance) salesman
Authorised Financial Adviser (AFA) requirements around commission disclosure may prove a disincentive for people to seek insurance cover via an adviser, according to Insurance4me founder Des Morgan.
Thursday, April 21st 2011, 7:17AM 20 Comments
by Benn Bathgate
"If you do what you're meant to as an AFA now and go and say [to a client] you should be paying $600 a month and my commission is $14,000 to do this, they're going to be skeptical."
He also said more transparency around disclosure may make people query the varied amounts of commission brokers can make.
"You're doing the same job to insure a farmer for $3 million as you are doing a family man for $500,000 so why should you be taking six times the commission for the same time?"
Morgan has established his ‘no-advice' online insurance provider to offer significantly reduced premiums by slashing commission rates by 50%.
He is able to offer such significant reductions by placing the onus on the client to analyse their own needs and identify the amount of life cover they need for their own circumstances.
"I'm sending people to the Retirement Commissioner's website, saying you do your own needs analysis and I will discount your premiums for life no matter which company you choose. Premiums over 20 years will go up every year based on age, that's thousands of dollars of premiums. That's a lot of money."
Morgan also said offering cheaper insurance may overcome one of the main hurdles around the country's level of underinsurance.
"After you take away the typical household mortgage, insurance is one of the biggest drains on a family and an individuals income. But by using this website, they can now take advantage of some real savings," he said.
"This means the savings made on insurance premiums can be spent on retirement plans like KiwiSaver, reducing debt, paying off the mortgage or investing in your child's education."
PEOPLE: Who is behind Plus4
Benn Bathgate is a business reporter for ASSET and Good Returns, email story ideas to benn@goodreturns.co.nz
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Comments from our readers
' Advertisement by financial adviser must not be misleading, deceptive, or confusing
(1) A financial adviser must not advertise a financial adviser service in a way that is misleading, deceptive, or confusing."
To state that "significant" savings can be made by "slashing" commission rates by 50% is both deceptive and misleading.
We all know that to reduce commission rates by 50% almost all insurers only give a 10% discount in premium. This does not constitute "significant" savings. In fact it does not even compete with Pinnacle Life.
For an adviser to recommend a client have no advice for a 10% saving tells me more about the adviser than the client. Research in Australia released recently showed that clients who received advice before buying life insurance had significantly more cover than those who didn't.
Mr Morgan, in recommending clients have no advice may in fact be adding to the underinsurance problem, not solving it.
Stop being such a wuss and disclose commission to your clients, have you even bothered to ask your client base how they feel about commission? Of all the brokers I have spoken with and clients that are friends/family who have got insurance via IFA's all say they could not give two hoots how much commission the broker gets paid....... THE ADVICE IS FREE they only pay the premiums and the company gives the adviser the commission.
Sure the % taken effects the premium, however if your insurance premiums are very high, you can either afford it, or your lifestyle/needs/risks are big enough for you to warrant getting such large amounts of cover/products.
Rather then you mum & dad Life/Trauma/Medical policies which are a $100 or so a month......
Get real people, you can no longer sit behind the "this is too hard" wall when so many of NZ's top brokers are getting on with, already are AFA's, have been given the green light for following companies process and are out there doing it!
It also reads (to me) like Des hasn't been too involved in doing 3 million, or 4 million dollar cases, because they most certainly take 6 times more work, unless it is a case of one single loan, which may be 2 times as much work.
Either way, it requires a lot of financial underwriting, which is a whole other job!
The offering that Des has is very good, but I don't think any one with a substantial sum to insure is likely to get it through underwriting without a lot of help from an experienced adviser.
Where is this heading? Simple. When it all turns to custard and the public start bleeting on about bad insurance companies and policies, the GOOD advisers will be blamed, and another round of draconian legislation will cause more pain and anguish to us.
Rather than waiver responsibility and leave it up to the clients, why don't we embrace the education we have and use it to our clients' advantage. And if we earn good money for it, what a bonus. I challenge you to try getting good advice from a lawyer or accountant for nothing!
If you feel guilty earning a commission - change your charging structure or get out of the industry.
I think the biggest paradigm shift now is that we have to work for our commission. This is good for us, good for the industry, and best of all - good for our clients.
Morgan doesn't seem to have a handle on the main points of difference that any online presence needs to have - even Pinnacle do that better - by playing out a marketing story about big bad insurance companies, greedy advisers, I am clever enough to do it myself etc, which some people are inclined to believe. This is clear from his stupid comment about insurance costs being the second biggest drain on income. I thought food and energy would be up there somewhere....
By taking a 50% commission and passing on a small discount but doing no work at all he just looks like the greedy insurance seller the client who looks online is trying to avoid.
Pull your head in Morgan and join the real world,. Real advisors get paid relative to the value they bring to the relationship, including a proper needs analysis. We don't flog product through websites anonymously with out giving profesional advice. Good luck as you go broke!
That being said, it's most useful as a tool to drive home the need for advice and as an aid for a more robust process, not as a complete replacement for the advice process.
Can we then presume that because they are discounting their commission that there will be no service from them at claim time, or will they charge for this? Making sure your clients get paid at claim time is a basic responsibility that all professional Insurance Advisers must subscribe to. This soaks up hours and hours of time and we deserve to get paid for this, which forms part of our commission built into product.
Regretfully, this practice exemplifies product flogging in my opinion.
In the few cases I have looked at, the saving with the likes of Pinnacle is insignificant and for older lives they have even been more expensive than a full commission product.
There is room for online sales, but the wise will always seek advice.
10% of advisers are really good at what they do
50% think they know what they are doing
40% do a horrible job
---which one is Des?
Probably the last one - however he seems to realise this and thus lets the public choose for themselves
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