In this week’s newsletter, we’ll discuss how to write consumer duty-focused suitability letters that simplify complex information and support positive outcomes for your customers. We’ll also provide helpful tips and best practices from the We  Complement team. Sharing the knowledge you need to create consumer duty focused suitability letters that make a difference.

What are consumer focused letters?

Consumer focused letters are suitability letters that prioritise the client’s understanding and outcome over compliance requirements. These letters are designed to communicate complex financial advice in a way that is clear and concise to the client. Consumer focused letters should include a summary of the advice provided, the client’s goals and objectives, the risks and benefits associated with the recommended investments, and the reasoning behind the recommendation. Additionally, these letters should address any concerns or questions that the client may have and provide guidance on how to proceed with the recommended investments. Overall, consumer focused letters should prioritise client education and support outcomes that are in line with the client’s financial goals and objectives.

What are the benefits of writing consumer focused letters?

There are several benefits, with the main one being increased customer understanding. By using clear and concise language and linking recommendations back to the client’s objectives, customers will be able to easily understand why the recommended product or service is suitable for them. This will not only increase their confidence in your advice but also lead to better outcomes for the customer.

Another benefit is the reassurance that they will meet regulatory requirements. The Financial Conduct Authority (FCA) place a strong emphasis on ensuring that customers are treated fairly and receive advice that is suitable for their needs. By writing letters that are customer-focused and demonstrate a thorough understanding of the customer’s needs, firms can reduce the risk of regulatory action being taken against them.

Finally, by simplifying suitability letters and making them more engaging, firms can enhance their reputation and build trust with customers. A well-written letter that demonstrates a deep understanding of the customer’s needs and objectives can help to differentiate a firm from its competitors and foster long-term relationships with customers.

When crafting a suitability letter with a consumer duty focus, it’s important to ensure that it contains all the necessary elements to provide a clear and thorough understanding of the recommendation being made. Here’s what should be included:

1. A clear statement of the client’s goals and priorities.
2. A summary of their current situation, including existing investments.
3. Explanation of the reasoning behind the recommendation and how it addresses the client’s needs and objectives, including associated risks.
4. Advantages and disadvantages of the recommended product, to provide a balanced view.
5. Explanation of the implications of any focused advice.
6. If an existing plan is being replaced, a clear comparison of the new plan versus the old plan.
7. A clear explanation of costs, charges, and potential penalties.
8. Explanation of the tax implications for the client.
9. A ‘further details’ section to include specific client information.

At We Complement we incorporate all the above into the templates we use day in day out, and the templates we create for our partner firms to use internally. If you would like us to design a suitability report template that can represent you and your firm and be engaging for your clients or update your existing templates to ensure they’re compliant, contact us online or by calling 01472 728 030.