Value of advice campaign to be launched by and Standard Life has partnered with Standard Life ahead of launching a media campaign to highlight the benefits of independent financial advice to consumers.

Karen Barrett
Karen Barrett

The Value of Advice campaign will launch later this summer. It will be based on a research report looking at the attitudes to advice among advised and non-advised consumers, and their financial circumstances.

Karen Barrett, chief executive of, says: “ has worked hard to promote the benefits of independent financial advice to consumers over the last two decades and our Value of Advice campaign is a natural extension of this work.

“There has been much discussion within the industry on the impending regulatory changes but there is now a real opportunity to educate consumers about their financial advice options.”

Dave McGovern, head of retail marketing at Standard Life, says: “There has been a lot of noise in the market that the RDR will sound the death knell for financial advice.

“But we believe the advice market will remain strong post-RDR and our work and effort needs to go into highlighting the value financial advice can offer to consumers and demonstrating that it is worth paying for.”