Have you ever wondered about why our industry is called ‘financial services’?

I often have.

The next question then is, “What exactly is the service that the industry delivers?”

Basically, the service is delivering a product whether it be bank accounts, loans, insurance or investments.

Needless to say, the industry has been very creative in not only creating products but also in delivering them. But in the rush to deliver these products, the industry seems to have lost its essence and has become a financial products industry. Everything is about products, products and products.

It’s time to change this because the work that we do is way beyond products and even services.

There is a good reason for this. It’s the nature of the work we do. It’s transformative. Our work impacts the financial lives of people.

Thus, we are neither a financial products industry nor a financial services industry.

We are “the financial care industry”.

Repeat after me.

We are an important part of the Financial Care industry, and we deliver outstanding financial care (not only in words but in deeds as well).

I wholeheartedly believe in this.

Do you?