Anne Graham, 2013 AFA Excellence in Education Award recipient.

The Association of Financial Advisers (AFA) is calling for nominations for the seventh AFA Excellence in Education Award (the Award), to be presented in October at the AFA National Conference in Cairns.

Through this Award, the AFA along with partner Asteron Life, recognise advisers who are continually investing in themselves, their staff and their business, to raise professional standards through education and make a positive impact upon Australian’s perceptions of professional financial advisers.

Head of Campus AFA, Nick Hakes, said investment in education is the key to encouraging more Australians to seek quality financial advice.

“As a profession we need to embrace professional development as a way to demonstrate our credibility and expertise to a wider audience,” he said. “We are seeking great success stories of how advisers practically apply their technical skills and knowledge to making a positive contribution to people’s lives.”

Mr Hakes said as professionals, advisers should be continually investing over and above what is required of a standard compliance regime. “We need to move toward professional development solutions that demonstrate our credibility and enhance the client experience. This Award recognises those who are on the front foot with implementing this vision within their own practices,” he said.

The Award plays an important role in encapsulating the essence of professionalism: education + attitude + behaviours + standards and a commitment to lifelong learning, Mr Hakes said. “This is such a unique Award and we are delighted with the ongoing partnership with Asteron Life, which has made it possible for us to continue to showcase such great talent.”

Investment in professional development, Mr Hakes said, is directly linked with a growing, profitable and sustainable advice profession. “We need professional development to be not only academically robust, but also relevant and practical for advisers. Even more, education should be, interesting, challenging, enjoyable and even exciting. The Award showcases the different education pathways taken by advisers to enhance credibility whilst also driving business performance,” he said.

“Asteron Life is proud to sponsor the AFA’s Excellence in Education Award for the seventh year running. We’re passionate about excellence in education, because we believe in the need to drive continued improvement in consumer perception of the professionalism of the advice industry”, Asteron Life Executive General Manager, Distribution, Jordan Hawke said.

“Through the Award we aim to advocate the incredible job advisers do to improve our social fabric and help Australians make better decisions for their financial future through quality advice.

“Our industry needs to build a sustainable future – and this Award embodies that philosophy by celebrating advisers who invest in their business to lead their people, develop quality advice for consumers, and build an asset that carries on in value”.

The winner will be announced at the AFA Conference in Cairns from 11-14 October 2014. Nominations for the Award close on 30 May 2014. Click here to nominate.

Key Dates in AFA’s 2014 Excellence in Education Award Program:

• Nominations open: 28 April 2014
• Nominations close: 30 May 2014
• First round interviews: June 2014
• State winners announced at the AFA Roadshow: 22-31 July 2014
• A panel interview with state winners: September 2014 (TBC)
• The AFA Excellence in Education Award winner announced at the AFA Conference: 11-14 October 2014

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AFA to use tv and social media campaign to raise awareness.

A new initiative aimed at increasing consumer access to quality financial advice will change the way the financial advice profession communicates its value proposition, following the launch this week of Your Best Interests by the Association of Financial Advisers (AFA) and evolution media group (emg) at the annual AFA Conference on the Gold Coast.

“This is a game changer for financial advisers – we are going to fundamentally change the conversation around what advice is and what it can do for consumers,” said AFA CEO, Brad Fox. “Consumers will finally have the opportunity to tell their own stories in their own way via a national reality television series and online community and financial advisers will have the opportunity to demonstrate how financial advice can help them.”

Mr Fox said experts from across the financial services industry will come together on Your Best Interests to help lift the understanding of what financial advice is all about.

“Your Best Interests will help Australians connect with good advice and make the right choices when dealing with life’s defining moments,” he said. “The initiative has already secured strong support from foundation partners across the industry.”

To generate awareness and grow the Your Best Interests community, the AFA and emg have launched an extensive TV, radio and social media campaign, asking consumers to share their big moment and have the opportunity to win $5,000.

Radio morning shows Jonesy and Amanda (WSFM 101.7) and Sami Lukis and Yumi Stynes (Mix 106.5) are promoting the series and casting call and TV promotions will run on 7 Digital over four weeks. The full reality TV and web series will launch early in 2014, featuring competition winners and selected adviser and industry experts.

“Life is full of defining moments,” said emg Managing Director, Marcus Field. “These are the experiences that connect us all as people. From having kids, to kids leaving the nest, we’re going to bring to life the stories of real Australians and how advice can help make the most of those moments.

The TV, content marketing and social media campaigns will drive consumers to the Your Best Interests web platform, which will contain tips, tools and content designed to help them with their big moments from Your Best Interests partners.

“It’s time we reframed the conversation between consumers and financial advisers and showed Australia how great advice can transform lives,” Mr Field said.

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