Brendan Llewellyn, owner of Marketing Edge and director of Adviser Home, is our Armchair critic, offering an alternative take on all things financial services. In his first column, he asks: why do we have names for products which mean little to the people they're targeted at?
Ruminating on a few of the terms we now take for granted, I carried out a straw poll around the festive dinner table. We had guests so the sample wasn’t too shabby. First up, I asked what we thought a model portfolio might be. Voices rose as one, with Naomi Campbell and Kate Moss mentioned a lot. So a model portfolio is a collection of photographic assignments. One dissenting older voice queried whether it might be a collection of Airfix planes. So, attempting to add a bit of context, I asked the question again, but with the handy tip that the answer involved investments. Ah, well,...
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