Consumer Duty Two Years On: Turning Compliance into a Growth Strategy for Financial Advisers

Two years after the Financial Conduct Authority’s Consumer Duty came into effect in July 2023, its impact on UK financial advisers has moved beyond initial compliance. The challenge now is embedding Consumer Duty principles into every aspect of business operations—and using them to drive growth and competitive advantage.

For financial advisers seeking to attract new clients and build stronger professional relationships, Consumer Duty presents both regulatory obligations and strategic opportunities. By aligning with its principles, firms can ensure compliance whilst differentiating themselves in an increasingly competitive marketplace.

Brand Positioning and Messaging for Financial Advisers: A Strategic Guide

Table of Contents

1. Introduction: The Critical Role of Brand Positioning
2. Understanding Brand Positioning in Financial Services
3. The Power of Strategic Messaging
4. Why Brand Positioning Matters for Financial Advisers
5. Compliance and Consumer Duty Considerations
6. Strategic Implementation Framework
7. Professional Relationship Development
8. Measuring Brand Positioning Effectiveness
9. Common Pitfalls and How to Avoid Them
10. Building Long-term Thought Leadership
11. Conclusion

Introduction: The Critical Role of Brand Positioning

In today’s hyper-competitive financial advice landscape, where over 5,000 financial advisory firms operate across the UK market, a strong brand position isn’t merely advantageous—it’s essential for survival and growth. The financial services sector has undergone significant transformation, with 79% of Britons recalling seeing financial services advertisements in the past year, yet over half remain sceptical of heavily advertising brands.