What distinguishes leading financial advisers today is their ability to provide practical, ethical, and customer-focused guidance that adapts to changing environments. In a climate shaped by economic volatility and regulatory reform, advisers are stepping beyond product sales to become long-term strategic partners to their customers.
Enrico Louw, General Practice Principal at Old Mutual Personal Finance, says this shift is already well underway. “A great adviser today needs more than product—they need purpose, passion, structure, and a clear understanding of how to deliver ongoing value,” he explains.
He highlights the shift toward a more consultative, enduring relationship. “Our focus is on building long-term relationships. We are moving towards active financial planning with intention. While prospecting remains part of the role, our priority is building meaningful strategic plans with new and existing customers. Quality of engagement is our guiding principle.”
Advice that puts customers first
The way customers access and engage with financial advice is evolving rapidly. “Artificial intelligence (AI) is playing a significant role in how customers seek advice,” says Louw. “However, the human element remains essential. Personal interaction will always be at the heart of how advice is received.”
Customer relationship management (CRM) systems, behavioural data, and engagement tools are central to Old Mutual’s adviser practices. “We use CRM tools to better understand our customers’ behaviour, needs, and communication preferences,” says Louw.
Advisers are supported by internal technical specialists, including product experts and investment specialists. “We have dedicated product and fund specialists who work alongside advisers. This enables us to provide relevant, tailored guidance.”
Adviser performance is no longer measured solely on sales volume. Increasingly, focus is placed on the quality and consistency of customer relationships. “We’ve adopted a proactive approach, including regular portfolio reviews with our customers,” Louw says. “We monitor whether customers are on track to meet their financial goals, whether they continue to find value in working with us, and ultimately, whether they choose to stay—because outcomes matter more than outputs.”
Regulation Raises Expectations
The incoming Conduct of Financial Institutions (COFI) Bill is expected to formalise many of these shifts by focusing regulation on conduct and customer outcomes rather than products.
“The financial services industry has been waiting for the COFI Bill,” says Louw. “It’s finalisation is imminent. For advisers, this reinforces their role as trusted financial partners to customers.”
He views this evolution as aligned with best practice. “COFI enhances customer protection. Advisers who are transparent and act in their customer’s best interest will thrive in this more accountable environment.”
Rather than being a constraint, Louw sees the regulatory changes as an opportunity. “The regulatory landscape is changing, but these shifts present advisers with the opportunity to demonstrate real value,” he says.
Ultimately, the standard of financial advice will be measured by customer outcomes, not compliance checklists. “This isn’t about ticking boxes,” he concludes. “It’s about lifting the standard of what great financial advice looks like—and delivering it consistently.”
Louw shares five ways advisers can deliver greater value:
- Build enduring relationships
Focus on sustained engagement rather than once-off product transactions. Trust, relevance, and education are central to delivering long-term value. - Equip customers with context
Educate customers about broader economic and market trends to empower better financial decision-making. Product knowledge alone is no longer sufficient. - Leverage technology to personalise advice
Use CRM systems and behavioural data to understand each customer’s needs, preferences, and life-stage priorities—enabling timely and relevant advice. - Prioritise structured engagement
Schedule annual reviews and check-ins to ensure customer strategies stay aligned with changing goals, circumstances, and market conditions. - Support customers in all life moments
Advisers must add value in both opportunity and adversity—whether guiding a bonus reinvestment or supporting through job loss or retrenchment.
As the financial landscape continues to evolve, advisers who embrace change—through improved tools, deeper relationships, and stronger commitment to customer outcomes—are best positioned to lead. “The opportunity lies not in reacting to reform, but in using it to raise the standard of professional advice. In a market shaped by volatility, regulation, and rising expectations, the adviser who delivers relevance, consistency, and trust will define the future of the profession,” concludes Louw.
