Powered by MOMENTUM MEDIA
SUBSCRIBE TO OUR NEWSLETTER SIGN UP
Powered by MOMENTUM MEDIA

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

Mortgage advice ‘most important’ for the average Aussie

meeting customer ta meeting customer ta
James Mitchell 5 minute read

Morningstar has flagged the importance of mortgage advice for the average Australian, whose biggest asset is their home – not their superannuation.

In a research report into AMP, Morningstar analyst Chanaka Gunasekera warned that the group’s ambitious strategy to revamp its damaged wealth business carries significant risks, particularly after its reputation was tarnished by the Hayne royal commission. 

While the analyst praised AMP’s ambitions to transform its advice business from a product-led distribution business to a holistic advice-led business focused on clients, he warned that the strategy won’t be an easy one to execute. 

“Being advice-led means tailoring solutions to a client’s problem, not selling a client a product. Being holistic means providing whole of wealth solutions, not just the most suitable superannuation or investment product,” Mr Gunasekera said. 

Advertisement
Advertisement

“For the average Australian, superannuation is not their largest asset, most of an average Australian’s wealth is from bricks and mortar assets, including their homes. The most important advice for these customers is how to deal with their mortgage.” 

AMP’s broader transformation strategy looks to more closely integrate AMP Bank and its Australian wealth management business and provide cross-selling opportunities.

However, Morningstar warned that the major banks have also tried a similar strategy and failed (with CBA deciding to actually offload its wealth and mortgage businesses in 2018). 

Cross-selling, or “share of wallet”, was an important strategy for the big four banks when it came to retaining customers. However, the practice of selling more than one product to consumers has been less successful than many believe. Indeed, Suncorp CEO Michael Cameron has previously stated that cross-selling products to customers “doesn’t work”. Cross-selling was also heavily criticised by the Hayne royal commission.

A 2018 report into the practice of cross-selling by Roy Morgan found that most major banks have seen their “share of customer wallet” declining over the past four years, with NAB slipping 3.7 percentage points to 29.5 per cent, CBA losing 2.6 percentage points to sit at 31 per cent share of wallet, ANZ Group sliding 1.1 percentage points to 27.7 per cent and Westpac down 0.9 percentage points to 28.3 per cent. 

PROMOTED CONTENT


“While there is no doubt the royal commission has exposed serious problems in the selling practices of banks, the share of wallet trend highlights increased competition across a number of product categories, with the Reserve Bank recently noting that overseas bank offerings, especially from Asian banks, plus the rise of fintech operators, is continuing this trend,” the Roy Morgan report noted. 

However, the big four banks have managed to maintain a larger share of their customers’ total number of financial products. CBA on average provides three out of 8.2 products held by each customer; ANZ provides 2.8 out of 9.6 products; NAB provides 2.7 out of 9.8, and Westpac provides three out of 9.6.

[Related: AMP merges banking and wealth division, bank CEO steps down]

Mortgage advice ‘most important’ for the average Aussie
meeting customer ta
TheAdviser logo

Are you a new-to-industry broker in the process of growing your business? Then there’s some great news: The Adviser’s New Broker Academy is back in 2021 and will provide you with essential insights into cutting-edge tools, strategies and processes to fast-track to success. Don’t miss your chance to attend. To secure your FREE place, visit newbroker.com.au now!

meeting customer ta

 

more from the adviser
Mike Felton new mb e12d

Breaking News

Association working to ‘fix’ reference checking laws

The MFAA has been working with Treasury to “fix” reference c...

digital technology user

Breaking News

Money management app flags broker push

Clever, a new money management platform, has launched to market, ...

mortgage calculator

Breaking News

Bank increases maximum loan amounts

A non-major bank has raised its maximum loan amounts by up to $90...