Phil Jeynes: Moving past the advised vs non-advised debate to put the customer first

Ourrecently appointed chief digital officer, James Turnbull, who joins us from the general insurance side of the sector, observed that our sales process isn't like the traditional "funnel" which sees interested clients engaged at the wide end and taken down a linear path to purchase. Instead, it's more like a game of snakes and ladders. Customers often arrive with limited intent to purchase, unlike compulsory protection equivalents such as motor or home insurance, and then face an unfamiliar and unpredictable underwriting process, with many opportunities for a snake to send them back ...