term cover with little critical illness or income protection may indicate that discussions with customers are falling short. Are all needs being explored? Are customers being made aware of the full range of protection options available to them?
Offering a balanced suite of solutions is not just good practice- it is a sign that the adviser is taking a holistic view of the customer’ s needs. A poor business mix may suggest a need for further training or a review of the advice process.
6. Adviser conduct: Ensuring consistency across the business
Providers often analyse business quality by individual adviser. This helps identify outliers- both positive and negative. For firms, it is just as important to monitor adviser performance internally to ensure consistency and quality across the board.
This approach supports continuous professional development and ensures that all customers, regardless of who they speak to, receive a high standard of advice and service. It is also a way to celebrate those who are excelling and share best practice across the team.
Putting customers first- and seeing the benefits
At its core, a focus on business quality is about more than meeting provider expectations or achieving profitability. It is about placing the customer at the centre of everything you do. When advisers and firms consistently deliver strong business quality metrics, it reflects a commitment to doing the right thing for their clients.
Yes, strong business quality does lead to a more successful and sustainable business, but just as importantly, it ensures that customers receive advice, products, and support that truly meet their needs. The insights gained through these metrics help identify areas of strength and uncover opportunities for growth and improvement.
In a regulatory environment that increasingly demands transparency, fairness, and accountability, aligning business quality with customer outcomes is not just good practice- it is essential. By embracing this alignment, advisers and providers can continue to build trust, deliver value, and make a meaningful difference in the lives of their customers.
If you wish to discuss anything mentioned within this article, contact an expert in the Protection team.
August 2025 | 9