Keystone Conference 2019

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The Personal Finance Society is delighted to bring this conference in association with MDRT UK.

Recognised internationally as the standard of excellence in the financial services sector, MDRT members demonstrate exceptional professional knowledge, productivity, strict ethical conduct and outstanding client service. With such a focus on better client outcomes, this aligns with our values as a professional body.

This conference brings a wide range of top class, internationally recognised speakers who will share their philosophies and inspirational business ideas to help you achieve further success with practical take-aways to implement.


Please note these are just approximate agenda timings and they will be updated in the next few weeks.

CPD hours will also be applicable. 


09:00 - 09:30 Delegate Registration

09:30 - 09:45 Chair Introduction

Chairperson: Tony Gordon, Past MDRT President

09:45 - 10:00 The value of MDRT

Speaker: Ian Green, Green Financial

10:00 - 10:40 Prospect, Market, Attract!

This session will take the audience through the “3 Identifiable Stages” of practice development – and provide the tools required to advance your business. Concentrating on how advisors fit into the “Experience Economy”, Lord works through easy-to-implement ideas to help update and improve your client engagement process. A focus on the industry’s future will leave attendees well-positioned for what comes next in the financial advice industry!

  • Connecting with clients and prospects on an emotional level.
  • Fee compression. Fact or myth?
  • Building a practice that is “built to last”.

Speaker: Andy Lord, Essential Planning (Boston USA)

10:40 - 11:20 Take your business to the next level with technology

In this session Sarah will explain some of the best tools for you and your team to utilise to make the business more efficient and move to the next level by reducing the administration you have to do. She will then focus on integrating cashflow forecasting into the advice process and the benefits for you as an adviser and your clients of ‘creating a financial masterplan of their future’ as well as practical steps on how to adapt your processes to streamline this into the business. As an early adopter of Cashflow Forecasting, Sarah now travels all over the UK training other advisers on not only how to use the system but how to present it to clients in a simple and effective manner.

  • Identify systems and applications to use within your business that will help improve efficiency.
  • Have an understanding of how to implement apps and websites for social media and networking.
  • Understand cashflow forecasting and how to use it with clients as well as how it interacts with other applications such as timeline.

Speaker: Sarah Hogan, KBA FS Ltd

11:20 - 11:45 Morning Break

11:45 - 12:30 Stop chasing the money (to break through the £1 Million revenue barrier)!

Why focusing on the money, your clients’ and yours, distracts you from creating an amazing, highly rewarded and influential business. This helps decision makers take a completely different view of how to create a business which increases both impact and income and delivers far greater client value.

  • To discover how the best Financial Planners create a business which is both a joy to work with and a joy to work within.
  • To understand why successful Advisory firms see the organisation of clients’ money as a mere “hygiene factor”
  • To clarify what skills and capacities create deeper client engagement and magnifies your firm’s reputation
  • To explain what “Value” really means to a client.

Speaker: David Scarlett, The Soul Millionaire Ltd

12:30 - 13:10 Lessons from the 10,000

What could you learn from 10,000 of the most progressive, innovative and creative financial advisers around the world. In this presentation David Batchelor, a 20-year member of MDRT, and Fellow of the PFS will share 1. The three biggest dangers facing our business in the next three years 2. Three ground-breaking communication ideas that improve client loyalty 3. Three way to improve your practice that lead to higher profits through better client service.

  • To understand how regulation is developing around the world and how this will lead to changes in the UK’s regulation
  • To gain a better understanding of our competitors
  • To improve internal process to increase productivity in Adviser practices.

Speaker: David Batchelor, Wills & Trusts

13:10 - 14:00 Lunch

14:00 - 14:40 35 ideas in 40 minutes

On Tuesday 11th June 2019, 23 Financial Advisers from around the world shared their best practice. In the fast-moving presentation, Alison Will share he take-always from the 23.

  • To develop new communication strategies with clients
  • To understand ‘best practice’ from around the world
  • To obtain a better understanding of how to build value in the clients’ eyes.

Speaker: Alison Parker, Wills & Trusts IFP Ltd

14:40 - 15:20 Getting ‘yes’ decisions from our clients more easily using these exact 12 words

During this 40-minute presentation Bernie De Souza will share some tried and tested techniques in a fast paced, interactive, field-based presentation. This keynote will leave the delegates with the exact words to use and how to deliver them, to help their clients to say ‘yes’ in a comfortable manner, Using the exact 12 Magic Words, these exact words will help to re -engage with a conversation once the initial conversation has broken down or the client has gone cold for the advice or has given the “I need to think it over excuse” The presentation will demonstrate how to keep the client in their comfort zone using soft skills throughout the process. In this entertaining presentation Bernie will help you to perfectly match what is in our potential client’s mind and how to avoid the words and actions that usually delay decisions. He will share the skills of handling uncertainty and delays from potential clients. Finally, Bernie will demonstrate how to build solid trust and rapport in the first 15 seconds with the exact words to use with only 2 simple steps.

  • What words to use to build rapport and trust in the first 15 seconds.
  • How human minds actually makes the final decisions.
  • How to talk directly to the decision-making part of the brain, using scientific brain research.
  • How to get “Yes decision” using these exact 12 Magic words in a comfortable manner

Speaker: Bernie De Souza, Executive Business Coach

15:20 - 16:00 Marketing yourself as the expert

Becoming a published author, using Facebook advertising to fill seminar rooms, and having a multi stream marketing approach allowed me to attract over 270 leads last year, and mostly because I am seen as The Retirement Expert. When you are seen as the expert, you have your ideal clients bashing down your door.

  • How to create a more powerful marketing message
  • How to become the expert in the eyes of your ideal clients
  • How to get yourself into the spotlight so you're seen

Speaker: Charles Reading, Efficient Portfolio Wealth Manageme

16:00 - 16:05 Chair close


CPD CII Scheme
PFS Accredited 4h 45min

This event has been accredited by the Personal Finance Society and the CII and can be included as part of your CII CPD requirement should you consider it relevant to your professional development needs.


Ian Green

Green Financial

Andy Lord

Essential Planning (Boston USA)

Sarah Hogan


David Scarlett

The Soul Millionaire Ltd

David Batchelor

Wills & Trusts

Alison Parker

Wills & Trusts IFP Ltd

Bernie De Souza

Executive Business Coach

Charles Reading

Efficient Portfolio Wealth Manageme

Tony Gordon

Past MDRT President


The National Conference Centre

Coventry Rd, Hampton in Arden, Solihull
West Midlands
B92 0EJ

Partners in professionalism


Click on the ‘Book Now’ button above. Once you have logged into your PFS account you will be taken to the booking pages for this conference.

Yes. If the Conference or session you want to attend is full, there are often cancellations so if you go on the waiting list it is likely you will be able to attend. Click on the ‘Book Now’ button above to go onto the Waiting List.

You can amend your registration details by logging into your Events profile. Click on the ‘My Events’ button to do so now.

It could be that you have entered your email address incorrectly or that you have switched to a new email address, or that for some technical reason your registration failed. Please contact the Personal Finance Society Conference office at and we can check your records.

At the present we are not able to automatically upload the CPD records, but we hope to be able to offer that service in the near future.

Please also note that you MUST sign in at the Conference for all sessions you attend in order for the Conference Office to validate your attendance.

You will be able to download your CPD Certificate from the PFS website after the event, and will receive an email with the link once we have recorded your attendance online. Although we do our best to do this as soon as possible after a conference, in some circumstances this may take a few days. If you are not able to download your CPD Certificate after 7 working days please email to clarify this.

Please click here to view the schedule of forthcoming Conferences and regional events and what CPD sessions will be covered.

For general information and links about the CPD process, please click here.

To log-in and view your CPD records, please click here.

If you have any further queries about CPD, please contact the Personal Finance Society /CII on 020 8989 8464.

We will do our best to accommodate all special and/or dietary requirements. You can make us aware of this as part of the registration process, or update your Event Profile on the PFS website (click on My Events to login and then edit your requirements on your Event Profile).

Please email the Conference Office at after the Conference and we will send you all the post event literature.

The dress code is business attire.