SM Advice has launched a three-month free social media management service for advice firms with no online presence, following research showing more than half of advisers do not use social platforms to discuss protection.
The move follows the latest Protection Viewpoint report from the Association of Mortgage Intermediaries, which found that 51% of advisers still do not use social media when communicating about protection.
The report highlights a continuing disconnect between how consumers begin their protection journey and how advice is delivered. While advisers report an increase in protection conversations, only 39% of mortgage holders recall those discussions.
Younger consumers aged 18 to 34 are more likely to start their research online, using Google, comparison sites or social media before speaking to an adviser.
SM Advice said its new initiative is designed to address that gap by helping advisers establish a compliant and consistent digital presence. The service will provide three months of fully branded, compliance-approved social media content, including image-based posts, at no cost.
The firm will manage the end to end process, drawing on protection and awareness day content aligned with its Lite, Core and Premium service structures.
INDUSTRY SUPPORT
Chris Miles, managing director of SM Advice, said: “The Viewpoint makes one thing abundantly clear, consumers are looking online long before they find an adviser.
“If half of advisers aren’t visible in those spaces, the protection conversation risks starting and ending without them.
“This initiative isn’t marketing. It’s industry support. If we want to reduce misinformation, cut finfluencer noise that isn’t accurate and help more consumers understand protection, advisers need to be present where people are searching. We’re proud to help make that possible.”
A COLLABORATIVE RESPONSE TO THE FINDINGS
The programme has been developed following discussions with industry figures including Jamie Page, head of protection distribution at The Exeter, and Vikki Jefferies, market development director at L&G, both of whom are referenced in the AMI report.
Page said: “The AMI viewpoint made one thing clear, people are starting their protection journey online, but they need human touch to finish it. The challenge is a lot of them never get as far as speaking to an adviser and that’s where social media comes in.
“SM Advice’s initiative is a timely and meaningful response. It will help advisers show up online with clarity, confidence and compliance, and ultimately help more consumers stay engaged through to advice.”
Jefferies added: “We cannot have half of the adviser community remaining invisible on social media, when digital communication is shaping consumer decisions.
“The AMI findings highlight a real risk to customers, with finfluencers, unregulated content and misinformation often filling the space where professional expert voices should be.
“That’s why we support SM Advice’s initiative, offering advisers accessible tools, support, and guidance to use social media safely and effectively, while removing cost and complexity barriers.”
WELCOME INITIATIVE
An AMI spokesperson said: “As an independent, non-commercial trade body, we don’t endorse or promote individual firms. However, we can acknowledge when organisations take our research findings seriously and channel them into constructive industry support.
“SM Advice’s initiative is a good example of a business helping advisers develop the capabilities we have consistently called for.
“We welcome any effort that equips advisers to communicate more effectively, strengthens consumer understanding, and supports the intentions behind our Viewpoint report.”
ADDRESSING ADVISER CONCERNS AND INDUSTRY RISKS
The AMI report identifies finfluencers and unregulated online advice as one of advisers’ top three concerns. Younger consumers are increasingly relying on short-form digital content and AI-generated information for financial guidance, often without engaging with regulated advice.
SM Advice said the free programme is intended to help advisers build compliant visibility online, reduce the space for misinformation, and improve the likelihood that consumers complete the protection journey.
The service will be available only to FCA-authorised firms or those with written confirmation from their network. SM Advice said there is no cap on participation during the launch phase.
PURPOSE-LED SUPPORT
The initiative aligns with AMI’s call for greater collaboration across the sector to improve consumer understanding, reduce drop-off rates and ensure protection conversations are held consistently.
Miles said: “This is not a discount. It’s an investment in raising industry standards. Advisers who aren’t on social media aren’t just missing leads, they risk losing consumer trust to louder, less credible voices.
“If we want to deliver better outcomes, we must help the whole sector communicate better. This initiative is our contribution to that shared goal.”
Firms with no existing social media presence can register their interest by emailing AMI@smadvice.co.uk.
