Wednesday, 28 January 2015 10:44
George Kinder expands focus to target consumers
George Kinder is taking a new approach to spreading the word about Life Planning by targeting the consumer mass market in addition to advisers.
Mr Kinder, whose work has brought him to London this month, has launched a website to run alongside his new book Life Planning For You.
The Life Planning guru told Financial Planner Online: "It's a book for consumers about Life Planning, it's kind of a self help book for consumers. With it, there is a website where consumers can use to do their own Life Planning. I'm very excited about it, the website has already more than 2,000 consumers on it."
Mr Kinder, the founder of the Kinder Institute, has attracted interest from American based consumer press but has yet to make the same breakthrough in the UK.
But he hopes the new web service will start attracting more attention to Life Planning.
He said: "There's really no site out there which comes close to what it does.
"As much as I'm in favour of and I'm used to working with financial advisers the truth is that there are consumers out there who wouldn't trust us in any case and I want to make sure I can reach them.
"The site asks questions, introspective and meaningful ones. What we've tried to do is design it so the consumer will be willed to respond. That seems to have been the response so far."
The website follows the 5 stage EVOKE process as demonstrated in Mr Kinder's training courses.
Although the new approach is aimed at drawing in consumers directly, the site recommends that they find a CFPCM professional and/or registered Life Planner and provides links to search for one where they live.
There is also a portal within the website for use by advisers and planners.
Mr Kinder said: "We're mainly trying to promote the consumer portal because that will draw consumers to seek advisers."
The consumer focus will continue in the summer, with a second new book.
Mr Kinder said: "We have another book out later this year which is aimed at the broadest audience.
"It's going to be a much broader consumer orientated book, also a policy orientated book so it will be aiming at people in government and it will be addressing questions like the media relationship with financial services. So that should make it interesting in a much broader sense."
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