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Keystone Conference 2018

About the Event

The Personal Finance Society is delighted to bring the first conference, in what we hope will become an annual event, 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.


08:30 - 09:30 Delegate Registration, Networking and Coffee

09:30 - 09:45 Welcome and Introduction

Speaker: Ian Green, Green Financial

09:45 - 10:00 A modern professional body’s perspective on soft skills

Speaker: Keith Richards, Personal Finance Society

10:00 - 10:30 The Future You – Your client’s life by design

The best thing about your client’s future is that it hasn’t happened yet AND when it does, it’s going to happen one day at a time. As financial planners and advisers you are perfectly placed to dive deep into the lives of your clients, and help them design the future version of themselves. With an outweighed focus on money, you are simply missing a trick! As a Financial planner it is you that powers the journey, you that creates the adventure, and your knowledge that drives your client experience! This presentation will push the boundaries of your thinking. You will be given an insight into the importance of diving deep and giving your clients the experience, and journey they deserve. I guarantee that this will be on a whole new level!

  • Have a reality check about how vitally important those ‘deep and meaningful moments’ with your clients are
  • Begin to appreciate that the only way to achieve true happiness for your client is to help them design their life with purpose and total clarity
  • Be given an understanding of why it is absolutely essential to take much better care of your clients, by leaving your own personal agenda at the door!

Speaker: Michelle Hoskin, Standards International

10:30 - 11:00 Everything’s changing or is it?

Changes to how we work are inevitable so to be successful we need to welcome change and adapt how we serve our clients. Changing how you work however doesn’t mean that the needs of your clients have changed. Ken will illustrate how welcoming change will help you eliminate self doubt and increase your success whilst keeping your clients needs uppermost.

  • How to welcome the challenges and opportunities of change
  • Banishing the fear of change and self doubt
  • Becoming the best YOU, you can be

Speaker: Ken Davy, SimplyBiz plc

11:00 - 11:40 How to get more clients using 15 magic words, so clients make a “yes decision” more easily

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 15 Magic Words. 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 clients 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.

Get an immediate "yes" agreement from potential clients. This reduces stress for clients, and guarantees a successful outcome, which meets the needs of the delegates.

  • The right 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 15 Magic words In a comfortable manner

Speaker: Bernie De Souza,

11:40 - 12:00 Morning break

12:00 - 12:40 Opportunity v obligation

How to make the fee charging model limitlessly scalable.

  • How every meeting can be one of opportunity
  • Redesigning the Client Service Proposition
  • How to review without the need to meet & be compliant & valued by the client

Speaker: Tony Gordon, 6B North View

12:40 - 13:20 21 Ideas to improve your practice, your life and your client journey

This presentation will cover 21 ideas in just 40 minutes, each one of which can be used the moment you leave the day. All of the ideas have been tried and tested and are used in David’s IFA and all support and improve client retention and drive the client relationship.

  • You will improve your client loyalty and retention
  • You will deepen the client relationship
  • You will be better able to support the clients needs

Speaker: David Batchelor, Wills & Trusts

13:20 - 14:00 Lunch

14:00 - 14:40 The power of words – Creative language to differentiate your practice

Do you think carefully about the words you use, the Reaction they create, the Response they generate and the Result they deliver? Our words need to create the right emotions with clients in order for them to make sensible decisions, and a command of creative language empowers you to stand out from your competitors. By analysing the words we use, we have the ability to quickly and significantly influence a client relationship; just by changing a few words, you can create a very powerful impression. In this dynamic and highly practical session, Bhupinder aims to raise your level of thinking about how you interact with your clients, to help differentiate you from your competitors.

  • Better understand the need to analyse your use of language and the impact it makes
  • Learn new techniques on how to engage with clients in the first few seconds
  • Discover simple sales ideas that will help you present to clients to enable them to make strategic decisions

Speaker: Bhupinder Anand, Anand Financial Architecture

14:40 - 15:20 Leadership and wisdom

  • I will present on how to progress from a "sales based" mentality to a "wisdom based" mentality when dealing with clients and giving advice. Proven techniques will step the attendees through a process of discovery of current skills to transitioning their advice model to an advice centred approach based upon delivering wisdom
  • Attendees will be presented with the steps to necessary to lead clients through a planning process using five levels of client status. Leadership is often associated with staff related issues but we will address how to identify the attendees leadership style and improve client results through a leadership driven approach.
  • Attendees will be presented with ways to use mentoring and study groups to achieve a whole person-based lifestyle. This will focus on proven ways to engage with mentors and their peers to form relationship to hold each other accountable for growth.

Speaker: Brian Heckert,

15:20 - 15:40 Afternoon Break

15:40 - 16:10 Do what you can't

  • Don’t be afraid to dream big and plan goals
  • You can do what you think you can't
  • Do something different and take action on something you have heard here today

Speaker: David Braithwaite, Citrus Financial Management Ltd

16:10 - 16:15 Chair's Close

16:15 - 17:30 Networking drinks; Meet with the speakers


CPD CII Scheme
PFS Accredited 4h 50min

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.



Chartered Insurance Institute

20 Aldermanbury


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 regionals@pfsevents.org 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 regionals@pfsevents.org 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 regionals@pfsevents.org after the Conference and we will send you all the post event literature.

The dress code is business attire.