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In February 2021, the FCA issued finalised guidance “to drive improvements in the way firms treat vulnerable consumers”. Under the guidance, the regulator asks for more than policies, playbooks, and procedures; it seeks “a practical shift in firms’ action and behaviour” through which all staff are skilled and capable of recognising and responding to customer vulnerability.

In this FREE 60 minute webinar Alex Roberts, Senior Policy Advisor, PIMFA, Svenja Keller, Killik & Co’s Head of Wealth Planning and Maria Coulson Managing Director at Ricorda Consultancy, discuss how PIMFA member firms can avoid paying lip service to regulatory expectations and ensure that all client-facing staff have the confidence and emotional intelligence “to deliver a service that meets the individual needs of vulnerable clients”.

Key topic discussions include how firms and advisors can:

  • Identify vulnerable clients
  • Have potentially ‘difficult conversations’
  • How to support staff who deal with vulnerable clients, particularly following ‘difficult conversations’
  • Acknowledging and addressing the challenge/benefits of meeting the needs of vulnerable clients and improving branding/reputation of the firm

Webinar panellists

Maria Coulson, Managing Director, Ricorda Consultancy Ltd.  

Ricorda Consultancy Ltd. is an independently owned professional services company that is passionate about people and how they can make themselves and your organisation successful.

With over 30 years’ experience spanning the private, public and third sector, Maria’s mix of industry and consultancy experience means she brings extensive knowledge and insight to clients across a variety of sectors. Maria is a mental health clinician by background and spent her early career in the NHS, as a clinician and senior manager. She then moved into consultancy, working at senior level, for a number of years at organisations including Deloitte, before deciding to set up her own business.

Maria is driven to improve organisational culture and behaviours, with an emphasis on healthy and inclusive cultures. She also supports clients with leadership development, coaching and people aspects of change.

She is passionate about valuing and promoting inclusion within organisations and is the Institute of Directors (Kent) Ambassador for Inclusion & Diversity.

Svenja Keller, Partner, Head of Wealth Planning, Killik & Co. 

Svenja is a Chartered Financial Planner and accredited Performance Coach. In her role as Partner and Head of Wealth Planning at Killik & Co, she leads a team of financial planners as well as tax and trustee services specialists in addition to looking after a number of private clients. She is passionate about helping individuals understand what a good life looks like to them and how to achieve this, and she enjoys both the technical side of her work as well as the human element of dealing with people. Svenja has built up many years of experience in the financial planning sector, with previous roles at pwc, UBS and Investec.

Alexandra Roberts, Senior Policy Advisor, PIMFA

Alex joined PIMFA in June 2017 as a Policy Adviser, where she works on a wide range of regulatory matters, engaging with policy makers and the regulator to promote members’ interests.

She previously worked for the Association of Professional Financial Advisers (APFA) in the same capacity. APFA merged with the Wealth Management Association (WMA) to form PIMFA.

Alex has a legal background, having studied law at Cambridge University and was called to the Bar in 1997. She was a tenant at Lamb Chambers, Temple where she specialised in personal injury claims, contractual disputes and professional negligence. Alex has experience of advisory, drafting and court work including appearances in the Court of Appeal, the High Court and county courts.


Alexandra Roberts
Senior Policy Adviser
Maria Coulson
Managing Director
Ricorda Consultancy
Svenja Keller
Head of Wealth Planning

Booking and Registration Information

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Unlimited available
PLLT: PIMFA Webinar: Where policy stops and conversations start: how frontline staff can effectively meet the needs of vulnerable customers in 2021’ (FAM)Free

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Unlimited available
PLLT: PIMFA Webinar: Where policy stops and conversations start: how frontline staff can effectively meet the needs of vulnerable customers in 2021’ (NM)Free

Please fill in all required fields


1st July
12:00 - 13:00
Event Categories:


0207 448 7100


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