User experience key to platform differentiation - Dunstan Thomas implement Adaptive Portal on the Aegon platform.
26 July 2017
• Aegon reaches key milestone as focus of integration turns to platform functionality
• Dunstan Thomas has been appointed to help deliver customer journeys
• Top 3 factors for advisers selecting a platform are competitive charging (68%), investment choice (50%) and customer service and ease of use (46%)*.
The project to combine the best of both the Cofunds and Aegon platform propositions now has a significant focus on user experience and this was the theme for the recent Advisory Board meeting. The focus comes as new research highlights that ease of use is one of the top elements influencing advisers’ decision on selecting a platform. In a recent survey, advisers listed the most important factors that influence their decision of what platform to choose. They rated ‘competitive charging’ as the most important factor, followed by ‘investment choice’, with ‘customer service and ease of use’ following closely behind.
Wire frames and user journeys for the enhanced platform are well advanced and the in-house design team are now working with technology provider Dunstan Thomas and their award-winning Adaptive Portal software. The aim is to create a simple, intuitive platform that takes service to the next level and sets the benchmark for a modern user experience.
With work to date focussing on the IT infrastructure and processes which underpin it, the next stage concentrated on the look and feel of the enhanced platform, which Aegon committed to previewing with the Advisory Board. The demonstration of the new platform screens received positive feedback from the group, with particular recognition made of its modern look as well as its simplicity and intuitiveness to use. Aegon will continue to work with Dunstan Thomas to modernise user journeys and enable the platform site for use on PCs, mobile and tablets. Further detail on improvements to the interface and the functionality intermediaries can expect will be announced in due course. Mark Till, chief distribution and marketing officer, Aegon UK, said: “We’ve been working with Dunstan Thomas for many years and are delighted they’ll be supporting us as we combine the best of both the Aegon and Cofunds platforms and take service to a new level. “Across the platform market there’s been insufficient investment in the user experience and from the advisers we speak to and the results of our survey, this has the potential to become a point of differentiation for those companies that get this right. To date, the focus of our integration work has been on the underlying systems and processes that underpin the platform, but we felt it vital we previewed what the service will look like with our Advisory Board, gathering feedback on the design and core user journeys. We’re pleased with the reaction it received, and in the months to come, we’ll be sharing our specific plans more widely. Our aim is to create the most user friendly experience in the platform market.”
Chris Read, group chief executive, Dunstan Thomas Group, concluded: “Adaptive Portal combines two rare qualities of providing highly configurable state-of-the-art portal technology with brilliantly-designed front-end user experiences and customer journeys. This modern portal-based technology, capabilities and our 20-years plus experience serving the retirement and savings markets; puts us in a great place to support Aegon who are transforming the way they are serving advisers and customers.”
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*Aegon Adviser research was carried out with 252 financial advisers between 21–27 June 2017.
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