1. AIA confidential and proprietary information. Not for distribution.
THE ADVICE CHALLENGE
UNDERSTANDING WHAT CLIENTS VALUE
The advice challenge aims to investigate what consumers want from their
advisers, and how advisers and insurers might deliver more value to their clients.
By understanding who your clients are, you can leverage their unique needs to
benefit your business and deliver more value to your clients.
“Clients don’t want a ‘one size fits all’ approach”
“Don’t deliver service that’s not valued”
“Don’t miss opportunities to delight your client”
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WHAT CUSTOMERS VALUE
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Source: The advice challenge: Understanding what clients value, AIA Australia and Beddoes Institute, July 2015

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QUICK TIPS TO DELIVER VALUE
Value Seekers • Never assume that a prospect understands the value that the adviser will bring to the insurance
relationship.
• Demonstrate to your clients what you have done and are continuing to do to ‘earn their money’
rather than simply taking a ‘set and forget’ approach.
• Deliver relevant, timely and easy to understand communications on an ongoing basis to keep
them informed of their insurance plan and changes that are relevant to them.
Personalised
Advice Seekers
• Clearly demonstrate that your recommendations and advice is customised to your clients’ needs.
• Communicate that tailored advice is core to your service and incorporate these messages into
your marketing and communication material.
Purists • Demonstrate to your clients that you are behaving ethically and how your advice is unbiased and
independent.
• Regularly reassure your clients that you will be there to manage a claim should the need arise.
• Clearly convey the message that tailored, ethical and independent advice is core to your service
and incorporate these messages into your marketing and communication material.
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Source: The advice challenge: Understanding what clients value, AIA Australia and Beddoes Institute, July 2015

4. AIA confidential and proprietary information. Not for distribution.
AIA AUSTRALIA DELIVERING VALUE TO YOU
AND YOUR CLIENTS
As one of the largest independent life insurers in Australia, we have a long history
of offering retail insurance products through financial advisers. We understand that
you play a critical role in giving millions of Australians access to adequate and
appropriate levels of life insurance, which means supporting them and helping you
deliver value to your clients.
That’s why we introduced AIA Vitality, as part of our continuous commitment to
help encourage your clients to lead healthy and fuller lives with their families.
By highlighting the importance of preventative health and wellness and finding new
ways to encourage Australians to stay healthy, we believe we can help you grow
your business and ensure more Australians are covered with life insurance.
In an environment where consumer perceptions about the nature of advice are
changing rapidly, it’s important we work together to add real value to the
client experience.
For more information visit adviser.aiavitality.com.au to view the white paper.
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5. AIA confidential and proprietary information. Not for distribution.
DISCLAIMER
Confidential - Not for reproduction or distribution without the consent of AIA Australia.
The content is current as at the date set out on the cover page of this presentation and may be subject to change.
This presentation provides general information only, without taking into account the objectives, financial situation, needs or personal
circumstances of any individual. This presentation may contain projections concerning financial information and statements concerning
future economic performance and events, plans and objectives relating to management, operations, products and services, and
assumptions underlying these projections and statements. It is possible that actual results and financial conditions may differ, possibly
materially, from the anticipated results and financial condition indicated in these projections and statements.