Speaking in his opening address at the ICC in Birmingham, he said that technology could be used to qualify and prioritise leads, as well as generate leads. It will also “deliver value and build trust and loyalty” before the customer is ready to receive advice, which is crucial for future lead flow.
Brodnicki added: “It’s a massive challenge but it is also a massive must-do for us to secure our futures and to be able to evolve our business models and scale with absolute certainty.”
Lead generation deals
Brodnicki pointed to partnerships with Booming, Beehive Money and Moneysupermarket as examples of lead generation that will allow MAB to target customers wherever they were in their mortgage journey.
He added that over the past 18 months it had trialed new lead generation initiatives, including appointed representative dedicated marketing executives and its customer care team in Derby.
Brodnicki said that both had “produced great results” and “received fantastic feedback” and consequently these would be expanded.
He said: “This is just the beginning of a massive project about learning more about our customers and future customers than ever before. It is about delivering value and trust very early on and significantly widening the number and type of resources that will help build additional high quality and high conversion lead flow, months, even years earlier than we do now.”
Working hard on customer acquisition
He reiterated his pledge for MAB to become the number one in lead generation and fulfilment, adding that it would help its partners get more out of new sources and existing customers and trial solutions to increase lead flow.
He said: “Lead generation is the engine room of every single business and it drives every decision that every business makes. I believe every business should first assess itself as a lead generation business in terms of consistency and security of lead flow, lead quality, lead capability, lead source, exposure and aggregated lead cost.”
Promise to advisers
Speaking about his technology pledge at the previous 2019 conference, which said that it would “build technology to be proud of”, he said that it had not made as much progress as he would have liked.
He said that the business had since increased its technology spend threefold and it was now starting to deliver the “planned functionality”.
He added that whilst it would have been easier not to build the technology in-house it was “absolutely the right thing to do”.
He said that the Midas ecosystem, which has been updated, needed to respond to the individual requirements of every customer, business adviser and lead source and he promised it would do “exactly that”.