Beratungsindividualisierung in der Finanzdienstleistungsbranche Umsetzungskonzepte und rechtliche Rahmenbedingungen

This article describes the individualisation of advisories in the financial services sector, especially the consideration of situations and roles. An important aspect in this context is the connection between the requirements imposed by the law (consumer protection and data protection) and the individualisation. Discussing this topic the article concludes that the individualisation benefits from the consumer protection in the financial services sector – in contrast to many other sectors – because of the documentation requirements imposed by this law. After introducing a concept for an individualised financial advisory (which describes the data necessary for an advisory, relationships between the data and factors influencing the data) two influencing factors are focussed: Situations and roles. The situations and roles relevant for a financial advisory are categorised and their impact on the advisory is illustrated by examples. Finally the customer view on the application of situation and roles in an advisory is discussed.