PIMFA, the trade association for wealth management, investment services and the personal investment and financial advice industry, has launched a new campaign.

This week PIMFA has launched its ‘make it.’ campaign to encourage more people into the wealth management and advice industry.

PIMFA said it is committed to promoting talent, inclusion, diversity and equity in all its forms within the wealth management and financial advice industry. As part of this, it has numerous active initiatives such as the recent Diversity & Inclusion Awards and conference. 

The ‘make it.’ campaign is being launched to dispel negative perceptions about the industry, which can have a significant impact on the ability of firms to attract the most talented candidates, the firm said in a statement.

The campaign has also been designed to showcase how the industry can act as a force for good by helping people through the difficult financial moments of their lives and plan for the future, as well as highlight the array of exciting opportunities for personal and career growth.

The ‘make it.’ campaign is a call to action for new talent from all kinds of backgrounds, to come in and shape old traditions into something better, while ‘making it’ in their career, the firm continued. 

This PIMFA initiative, guided by industry chief executives, HR directors and up and coming talent within the industry, presents a future for the sector; one that is responsible, equitable and inclusive and illustrates that the industry understands the existing issues and is capable of change.

The 14 videos demonstrate that there is a range of people of all different ages, backgrounds and roles working in wealth management and advice, and that they are already making a difference, the firm said. 

Their stories are a powerful tool for firms to use to demonstrate the value wealth managers and advisors bring in helping people build personal financial futures, in acting as a trusted advisor, and in helping to build financial and mental resilience. And that wealth management and advice can be an exciting career for anyone who wants to make a difference.

The toolkit gives all firms, large or small, free access to an array of the campaign’s assets: images, social media posts, logos, posters, and examples of recruitment messaging and adverts that have been created specifically for wealth management and financial advice firms to use.

The campaign will showcase the website, videos and toolkit in upcoming traditional media and in social media campaigns in the coming months. PIMFA is calling for the industry’s support to share the website, use the free toolkit materials and socialise the ‘make it.’ messages and assets across their own channels in an industry-wide drive to encourage diverse new talent into the industry.

By taking part, firms and individuals will help demonstrate their commitment to hiring the best and the brightest talent, and to increasing diversity and inclusion within the industry.

Liz Field, chief executive at PIMFA, said: “The industry has, for many years known that it needs to better reflect the society it serves and that the perception of wealth managers and financial advisors is rather staid. While that’s never really been the case, that perception can inhibit the industry’s ability to attract the best talent as many people feel the industry isn’t for them.

“We are still on a journey as an industry, but I hope this campaign, and the toolkit PIMFA is providing for firms to use, will help spread the message that, actually, wealth management and financial advice is an industry focused on helping people achieve," she added.