Geared for Action: developing the generic financial advice service

[Extract] The Thoresen Review team asked the National Social Marketing Centre to examine how effective engagement, brand development and demand management could help deliver a generic financial advice service. In this report, we set out 21 recommendations for action related to these three key elements of service delivery. The GFA service needs to be a long-term commitment. Its delivery must be underpinned by clear, measurable goals, a compelling message, and a service offer based on a rich understanding of those the service is trying to reach.