Removing customer friction from the financial advice process

With change comes your chance to innovate.

If you're competing against the world’s customer experience experts then what can you learn from them about removing friction, and how can you apply that to your advice practice today?


We are living in the age of the customer. Smart businesses are mastering hyper-personalisation, making the customer experience highly engaging. They grab customers’ attention by delivering the right message, about the things they are most interested in, at the right moment.

This guide explores what customer friction is and examines a simplified version of the customer journey through the financial advice process - looking at each stage for potential pain points and solutions.

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