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

Tax year end is coming soon, and with it opportunities to generate business.

To help you make the most of these opportunities, our dedicated tax year end hub contains useful campaign tips, ready-made templates, guides, key information and tools.


If you have clients with assets on our Aegon Retirement Choices (ARC) platform, take a look at our ARC tax year end hub.

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 in investment funds before but not 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. Remember there’s still time to invest into an ISA before 5 April.

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 to make sure you submit the business in time.

To make sure everything is submitted in time, have a look at our important cut off times. So we can support you as much possible over the tax year end period, our Adviser Support team will have extended opening hours.

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 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 only. If you need to send forms to your clients, you can download them from our new and improved document library.

Step 5 - Submit your business

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

To see how easy it is to submit business on the platform, read our guides or watch our videos on our adviser support page or read our guide to Making contributions on the Aegon Platform.

Step 6 - Start planning for next year

To help build an even more effective campaign next year, 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 end opportunities webinar

Watch our webinar to hear our technical experts Martin Haggart and Elaine Cruickshank discuss:

  • effective tax planning using pension contributions;
  • the complexities of the tapered annual allowance;
  • minimising tax charges for clients going over the lifetime allowance, and
  • income tax, capital gains tax and inheritance tax mitigation strategies.

The webinar can qualify for 40 minutes of unstructured CPD time, subject to verification.

For an update on the increase in the lifetime allowance, read our recent article.

The following video is about Tax Year End opportunities 2019/20 Webinar and has a transcript (see below).

Adviser Support team opening hours

If you have any questions or need help, speak to your usual Aegon contact or call our Adviser Support team on 0345 604 4001 - lines are open Monday to Friday, 8.30am to 5.30pm. Call charges may vary.

To support you as much as we can over the tax year end period, the team will be extending their opening times which you can find below.

Date Opening hours
Monday 30 March 8.00am - 8.00pm
Tuesday 31 March 8.00am - 8.00pm
Wednesday 1 April 8.00am - 8.00pm
Thursday 2 April 8.00am - 8.00pm
Friday 3 April 8.00am - 8.00pm
Saturday 4 April 9.00am - 1.00pm
Sunday 5 April 9.00am - Midnight
Monday 6 April 8.00am - 8.00pm
Tuesday 7 April 8.30am - 5.30pm
Couple getting advice from their Financial Adviser

Makes Sense

To help you navigate the latest industry changes, developments and issues, view our new 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.