Maximise the opportunity to generate business with our technical know-how and support material.

Maximising your clients' tax allowances to generate business

This dedicated page helps you maximise your clients' tax allowances. It contains useful campaign tips, ready-made templates, guides, key information and tools.


How to maximise your ISA season in six steps

Follow the steps below to run your ISA campaign and help your clients make the most of their tax-efficient ISA allowance.

Step 1 - Set your ISA campaign goals

You’ll need to decide the targets for your ISA campaign. Do you have the time and resource to target your whole client base, or would it make more sense to focus on certain clients who are more likely to take action?

Identify what you hope to achieve in terms of client response, net asset inflows and client retention so you can later evaluate the success of your campaign.

Step 2 - Identify opportunities and segment your clients

Tailoring your message to clients based on their current/past ISA activity can lead to a better response. So if you have Aegon Platform clients with an existing ISA find out if they have any unused ISA allowance using Report Zone. Our How do I guide will help you if you haven’t done it before.

We've created sample text (see step 4 below) to help you target the following client segments.

ISA client segment Message
Top up: your client has invested in an ISA in this tax year, but still has some unused allowance. You still have some of your ISA allowance to use in this tax year.
Prospect: your client has invested before but not in an ISA. Did you know that you have an annual ISA allowance to increase your investments’ tax efficiency?
Dormant: your client has invested in an ISA in the past, but not in this tax year. Don't forget that you can invest up to £20,000 in your ISA each year tax free.

Step 3 - Plan your delivery method and schedule

Decide the best way to deliver your ISA campaign – some clients may reply to an email, some may prefer a letter. Work out a clear delivery schedule and depending on when you're running it, make sure you leave plenty time before 5 April to submit.

Step 4 - Get in touch with your clients

Use our sample text to create tailored ISA communications to the following client segments: 

Unused allowance or top up  - Client ISA letter template

Prospect  - Client ISA letter template

Dormant - Client ISA letter template

Download and personalise each letter to suit your business and the client you’re writing to. If you have your client contact details in a Microsoft Excel spreadsheet, it’s easy to personalise letters or emails to clients – if you’ve not done it before, this mail merge guide could help.

Have a look at our Processes on the Aegon Platform guide to see what you can do online and what processes are still paper based. If you need to send forms to your clients, you can download them from our document library.

Step 5 - Submit your business

Once you’ve heard back from your clients and discussed what they want to do next, sign in to the Aegon Platform to process their instruction.

Step 6 - Evaluate how your campaign performed

To help build an even more effective campaign next time, you could evaluate your campaign results. Look at how the response and asset inflow targets compare against the targets you set in Step 1, and analyse which client segments (by ISA activity, age group, life stage etc) were the most responsive.

Tax year planning webinar

Hear from our technical experts Martin Haggart and Elaine Cruickshank in our tax year planning webinar recorded in December 2019. In this webinar some of the discussion is aimed at the 2019/20 tax year but is also includes some helpful information about tax planning all year round, including:

  • effective tax planning using pension contributions, and
  • income tax, capital gains tax and inheritance tax mitigation strategies.

As this was recorded before the new tax year, any allowances we mention may now have changed. Please make sure you check for the latest allowances from 6 April 2020 onwards. The webinar can qualify for 40 minutes of unstructured CPD time, subject to verification.

The following video is about Tax Year End opportunities 2019/20 Webinar and has a transcript (see below).
Couple getting advice from their Financial Adviser

Makes Sense

To help you navigate the latest industry changes, developments and issues, view our Advice Makes Sense hub. You’ll find our latest articles and research, as well as links to our other technical hubs to further develop your knowledge and support your conversations with clients.