Providers must be clear about the consumers they want to reach post-Retail Distribution Review (RDR) to bolster their adviser networks, Aviva has said.
Intermediary director Andrew Beswick said product providers have to evolve two aspects of their own proposition in order to strengthen their partnerships with advisers from 2013.
"Firstly, providers need to be clear about what they stand for in the market," said Beswick. "They need to have the courage to say where they're really good.
"If we take platforms as an example; there are 30-odd out there and they're typically saying we cater for high net worth customers. Providers need to be much clearer than that."
But, they will also need to admit where they're not at their best - where they do not fit the intermediaries' client base, added Beswick.
"The other [second] thing providers who are committed to working with advisers need to do is continue to provide broader support," said Beswick.
"It's not just products or a great platform, but it's also saying we want to understand what your business needs and challenges are and practically support you thriving as a community."
Two global vehicles
'Further plug advice gap'
Must appoint separate CEOs and boards
Advisers do come out well
Will report to Mark Till