Demonstrate expertise and personality on adviser directory profiles - Phil Bray

His views coincide with the release of findings from the network on the best ways to improve adviser returns when using the services of directories - primarily Unbiased and VouchedFor. "Demonstrate your expertise, show your market specialism, don't be a generalist IFA and be personable," Bray advised. "If you do a search on Unbiased, for example, on the results page the majority of the profile previews show logos. But people don't do business with logos, they do business with individuals. There are some advisers on Unbiased putting pictures of themselves up but very few." The Sense...