Sanlam's strategy of segmenting its market in order to ensure that it serves its clients according to their particular individual needs has long been critically important to its marketing efforts.
The agreement enables Sanlam to offer tailor-made financial advice and products to clients and prospective clients of Q-Financial Network. Henri Smit, Senior Manager: Worksite Marketing at Sanlam, says the organisation has accredited and trained a sizeable group of its financial advisers in order to look after the specific needs of gay and lesbian individuals. "Such training is necessary to address discriminatory aspects of investments and retirement planning that are not necessarily focused on in existing practices of life assurance companies."
Although these advisers will not focus exclusively on this market segment, they will be able to offer the additional service of having been trained to consider financial needs specifically important to gay and lesbian individuals and couples.
This agreement with QFN now enables Sanlam to offer personalised financial services to a specific target market.
Over time and as business progresses through this agreement, Sanlam will be able to do product development in order to meet the financial needs of the Lesbian and Gay market segment. This research will be possible thanks to its exclusive access to the database of Q-Financial Network.
This will further enhance development of Sanlam's financial advice expertise.
Shuaib Rahim, Director of Q-Financial Network says the association agreement will assist its members with access to expert financial advice that suit their particular needs.
Says Rahim, "More and more individuals are beginning to realise that excellent financial advice and applicable products is critical to properly plan for the future - whether this involves covering one's risks in order to ensure financial peace of mind, or saving for important and often inevitable life events such as retirement and death. We look forward to a mutually beneficial association with Sanlam so that these and other concerns of our members can be addressed in a focused manner."
More information regarding the Sanlam advice offering, products and statistics on the gay and lesbian market can be found on Q-Financial Network's website at www.qfn.co.za or by calling 0860 13 44 13.
