BT Financial Group launches crowdsourced ratings on adviser site

Financial services adviser site will allow consumers to rate their experience with listed advisers

BT Financial Group has launched a new website aimed at helping consumers better source relevant financial advisers based on their location, skillset, qualifications, and what other consumers think.

The mobile responsive BT Adviser View website was created by SapientNitro and provides a listing of Australian financial advisers employed by BT and its parent company, Westpac Group. The highlight feature is a crowdsourced ratings system, which allows users to rate their advice experienced based on four questions, as well as provide verbatim feedback. Advisers will then be given a one-to-five star rating based on these questions.

Advisers will in turn, be rated on the number of ratings given by users, the unique visitors to their profile, and leads generated from the site. BT said aligned advisers will also be featured on the site shortly, but will need to adhere to BT’s ‘Advice Commitment’ service and standards.

In a statement, BT Financial Group chief marketing officer, Mark Murray, said the site was a tool helping customers find appropriate help around financial advice. It's the first time the financial group has provided a registered list online of all of its advisers.

“Customers can search by location or by a planner’s name, and they will find a planner that meets the high ethical and professional standards of the BT Financial Group Advice network,” he said. “It is simple, but this really means something to our customers and it means a lot to us.

“It is the game changer in our industry that puts customer needs first and empowers them to take control of the financial advice experience.”

Related: BT Financial’s analytics chief: Deep customer knowledge is now a “hygiene factor”

SapientNitro was initially brought on board two years ago to help redesign the website. Its Australian managing director, Marcos Kurowski, claimed the Australian financial services industry is in a state of flux, leaving many consumers seeking out appropriate financial advice.

“Despite a high level of professionalism in the industry, high levels of regulatory change and consumer scrutiny have turned the spotlight on the ability of the industry to be relevant to more Australians,” he said.

“With the Adviser View site we created for BT Financial Group, they’re now first to market with a crowdsourced ratings solution – think TripAdvisor but for financial advice. The site aims to set a new benchmark for the financial advice industry by making financial advice client-driven.”

The site went life officially on 17 October and comments will go live within the next few weeks, a spokesperson told CMO.

"The adviser site was a brief from BT, and we worked together to create a solution that would inherently benefit BT’s customers," the spokesperson said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in