"A lot of it will be about taking a niche, working out what would really add value to them if they knew this, and putting it into a really succinct brochure, presentation, video. Then, we just go and do it. Just go to where the clients are," says Dawson.
A lot of the content is created in-house, through an existing partnership with Edge Hill University, as well as with help from providers and AI.
There's value in less complex clients
MHW also gives presentations in work places, mainly those it has a trustee relationship with.
Even there it tries to be as niche as possible to strike a chord with its audience, often speaking on topics such as getting your first mortgage or schemes new mums can benefit from after returning to work.
To make this work, it has put in place a solution which allows it to serve a diverse range of clients, from the very wealth to those at the earlier stages of accumulating wealth, typically with less capital and less complex needs but nevertheless in need of financial guidance.
The idea that complex cases do not need financial help is wrong, says Dawson, as "the complexity is still huge for the vast majority of the UK public."
The business has developed a guidance solution whereby it can educate clients without straying into advice for a minimal fee, with the chance to cascade them up the service levels once they've built up a certain amount of investable assets.
Dawson says technology has allowed it to do that. He believes each team of two to three individuals can serve 750 less complex "Level 3" clients with the use of technology.
Once enquiries come in, they get segmented into the business area that best fits their needs.
Through its CRM the business keeps a database of the clients, which helps it monitor certain behaviours, such as a tendency to increase contributions ahead of the tax year end.
Fully advised clients would discuss their affairs in annual meetings, but those in the guidance service would be contacted and nudged ahead of such fiscal events, as well as their birthdays, or when they hit certain milestones, such as five years from retirement.
They could also be nudged to get a will during free wills week.
"All of that would be backed up with the minute the client needs advice, they would be referred to an adviser," says Dawson.
"Before that I guess it would be, in traditional terms, a marketing suite that would identify different options or different things that maybe this type of client needs to know."
The service costs 0.5 per cent per annum, compared with its fully advised service, which costs 1 per cent, and clients would typically need assets of £50,000 to qualify, though that's not a hard line.
