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More marketing bumf for IFAs but it&#39s better quality

IFAs are being bombarded with more marketing material than ever but the quality of the information they get is improving, says research firm Market Watch.

The firm says IFAs get an average of 2,094 items of marketing material a year comprising a total of around 20,000 pages.

But Market Watch believes providers are respon-ding well to criticism from IFAs and are offering more information on topics of more interest to IFAs.

The research shows there are fewer pages in marketing documents and communications are becoming more focused, with details of one product at a time rather than a whole range.

It also found that the number of providers using email as their main distribution channel of marketing material has doubled from 12 to 24. The amount of information sent out by providers on protection products has also doubled.

EZI UK adviser Kevin Morgan says: “Bumf is an appropriate word to describe most of the material that arrives at our office. The expense must be huge and you wonder if this is policyholder money that the providers are spending.

“All advisers need is to be able to evaluate the products and we now have access to excellent websites to do this.”

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