The UK’s government-backed savings organisation, National Savings and Investments (NS&I), is today revealing a significant increase in financial adviser satisfaction as a result of its Backbase-built online portal. 

NS&I’s vision is to change the way that people approach saving for the future. The organisation sought to create a richer and more engaging user experience both to improve existing adviser satisfaction and to expand its reach within the advice industry. The only way to achieve these goals was through digital channels, so as part of this drive, NS&I enlisted Backbase to build a new financial adviser portal to help advisers serve their customers more effectively and efficiently.

The new portal, which is available on all devices, has streamlined the online experience for advisers with easier navigation and interactive content. The faster and simplified user journeys mean financial advisers can easily have visibility of all their clients’ investments with NS&I, and therefore provide greater onward support with their enquiries. All processes have been digitized, eliminating labour-intensive, paper-heavy operations and the need to use the NS&I call centre as much. This in turn has enabled advisers to service their clients with NS&I holdings in a better way.

The project has been completed and the outcomes are clear. Over 700 advice firms have already registered for the service, and as a direct result of this new platform, NS&I has seen the highest scores in adviser satisfaction with its services since 2011, with a sharp increase from 58% to 78% since the project went live.

Andrew Pike, Head of Intermediary Relationships at NS&I, said: “Ultimately, we want to improve advisers’ experience and the satisfaction they get from engaging with our brand. We listened carefully to their needs, and used the Backbase platform to implement a customer-driven vision. It’s been a really successful partnership and the results speak for themselves. This is the first step of our ongoing digital evolution and we will be introducing other new features as we go forwards.”

Simon Bloom, Client Success Director at Backbase, commented: “We’ve delivered on NS&I’s objectives. Through Backbase, it’s fundamentally changed the platform and designed an entirely new portal. We’ve brought simplicity to the adviser journeys, making processes more efficient and driving the levels of satisfaction that NS&I aspired to. That’s what we deliver at Backbase: it’s all about creating unrivalled user experiences. We look forward to developing our relationship with NS&I to help achieve its digital ambitions.”