How can you make client segmentation easier?

Three years ago – just as the FSA began talking of an RDR – IFA firm Brunning Newman Houghton (BNH) took the decision to segment its client base. With face-to-face advice the main driver for director David Brunning, the company created four grades within its proposition: admin, core, standard and bespoke. The cheapest offering, admin, is purely reactive: clients pay a low charge and the firm keeps a file open for them. But as soon as they require advice, they move up to one of the other three levels and pay more fees. Core provides remote advice but does not build in client facing mee...