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ScotLife pension push uses football analogy

Scottish Life is setting up a marketing campaign that asks clients to see themselves as the chairman of their favourite football team as a way of understanding how they should deal with their pension.

As chairman, clients appoint an IFA as their “manager” and are asked to pass on responsibility for recommending decisions, substitutions and transfers to their “manager”.

Clients are asked to look at the key areas of their pension, including performance, fund choice, service and charges.

The campaign is backed by marketing material and Scottish Life&#39s transfer CD-Rom, which has details of what an IFA needs to know to run a transfer campaign.

The company is tying the campaign in with its sponsorship of the Premiership Plus football channel on SkyTV.

Product marketing manager (individual pensions) John Joe McGinley says: “We continually discuss marketing literature with IFAs so that we can provide them with the items they want and will use. This latest leaflet encourages people to look at their pension in terms of a Premiership football team.

“IFAs are looking for ways in which to develop their business profitably. They can do this while helping clients move their pension to a more modern contract structure.

“Our new marketing campaign helps ensure that IFAs&#39 clients regularly review their finances and especially the one with traditionally the highest value, their pension.”

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