Google launches free website training for IFAs

21 June 2010 0:00 am | Updated: 21 June 2010 12:00 pm | By Natalie Holt

Google is offering free training and support for IFAs to help advisers boost their online presence and capitalise on the growing demand for financial advice on the internet.

The internet search engine giant has produced a White Paper called ’IFAs in the Digital Space’ which highlights the extent to which IFAs are missing out on the online demand for financial advice in the UK.

The White Paper, available to users of social networking website IFA Life, reveals that the search term ’unbiased financial advice’ had 84% more queries in February 2010 compared to February 2008.

But despite the rise in queries, Google says that IFAs are failing to tap into the online advice market. It says the majority of IFAs are either failing to maintain a website effectively or not promoting their firms with online advertising.

IFA Life founder Philip Calvert says: “IFAs are missing out on a wealth of opportunity online, and risk becoming increasingly sidelined in the online world if consumers cannot find them in searches.”

Google UK head of finance Ian Morgan says the search engine has seen a rise in internet research particularly among high net worth clients.

Morgan says: “We want to offer more support to IFAs looking to grow their business through effective use of search marketing. Our aim is to offer an educational starting point to these financial advisers. Consumers are looking for guidance in their wealth management and we believe that the internet can play an important role in helping them find the appropriate support.”

The White Paper can be accessed through the IFA Life website. Google is also hosting an online seminar with demos showing advisers how to use Google’s free online resources, which will be available to download from July 1.

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