Standard Life declares war on financial inertia


    --  Standard Life launches Financial Inertia Program to help get
        Canadians moving towards their long-term savings and investment
        goals
    --  Research shows how  life goals, concerns, behaviours and values
        impact Canadians' investment decision-making - and hold them
        back from investing
    --  Over 40% of Canadians are very concerned with their finances

MONTREAL, Oct. 22, 2013 /CNW Telbec/ - The Standard Life Assurance Company of 
Canada ("Standard Life") today launched a comprehensive program at 
financial-inertia.com, aimed at getting Canadians moving and breaking free 
from financial inertia, primarily due to financial uncertainty and the volume 
and complexity of information. At the heart of the Financial Inertia Program 
is the Motion Profiler, a new online tool all Canadians can use to understand 
how finances and investing fit into their broader life goals and concerns, and 
what might be preventing them from saving or holding them back from investing.

"Financial inertia happens when investors are unable to make sense of the 
market volatility and sort through the volume of financial information and its 
impact on their long-term savings strategy. As a result, they may slow down or 
stop investment decision-making altogether," said Charles Guay, President and 
CEO of Standard Life. "Even those who actively manage their savings can 
benefit from understanding their financial mindset. Standard Life's Motion 
Profiler is a simple and easy place to get started. Through this program, we 
want to give Canadians a clear call to action to help get them moving and 
become more proactive in managing their finances."

Standard Life's Financial Inertia Program is aimed at all Canadians. Once on 
the financial-inertia.com site, a person self-selects their particular path: 
individual investor, advisor, group retirement plan member or employer. Each 
audience benefits from a personalized landing page with tools and information 
relevant to them.

Investors are directed to the Motion Profiler tool, which will determine which 
of five Motion Profiles best corresponds to their mindset. Standard Life 
partnered with Environics Research Group and tapped into its Social Values 
Monitor, a longstanding study of social values in Canada, to focus on specific 
perspectives relating to finance and investment, in order to develop the five 
profiles. These are based not on financial outcomes such as income, assets or 
life stages, but on inputs such as social values, attitudes and motivations 
that drive Canadians to be either more or less engaged with their finances. 
The goal is to help Canadians understand what's holding them back and enable 
them to take action and become more disciplined in saving for the long-term.

Select Standard Life proprietary questions focusing on investors' confidence 
in the economy and their own employment and financial situation, combined with 
the 250+ attitudinal and psychographic questions as well as demographic 
measures that are the foundation of Environics Research's Social Values 
Monitor, uncovered these five profiles.

Each profile presents a snapshot of the investor and includes a call to 
action. The five Motion Profiles are:

Sophisticated Investor   In-charge with the determination to achieve


                     financial goals
15% of Canadians 
Confident Accumulator    Ambitiously striving to get ahead 
23% of Canadians 
Contented Passive        Financial matters are a routine chore 
21% of Canadians 


    Cautious Analyzer        Constantly worrying about the future

20% of Canadians
    Concerned Investor       Struggling and uncertain how to improve


                     situation
22% of Canadians 
"This tool provides a different perspective. It allows Standard Life to 
present the profiles not as simple classes of investors based on their 
portfolio size and risk profile, but as people first," said David MacDonald, 
Group Vice President, Custom/Financial, Environics Research Group. "By going 
beyond the mandatory financial questionnaires that already exist in the 
market, Standard Life is demonstrating its commitment to thinking outside the 
box and providing their investors with the best tools possible." 
For Standard Life, this program represents a major commitment to helping 
Canadians who face challenges with long-term saving and investing. "We believe 
all Canadians, whether they already actively invest or are interested in 
starting a more formal, long-term savings strategy, should begin with a solid 
understanding of why they make certain decisions about their finances," said 
Michel Fortin, Senior Vice-President, Marketing and Customer Solutions at 
Standard Life. "We also believe in the value of independent advice, and for 
advisors, Standard Life's Motion Profiler tool helps them to better understand 
their client's investor mindset and accelerates the relationship-building 
process." 
Standard Life also revamped its Education Centre to address plan member 
financial inertia for its group savings and retirement plans, with videos, 
interactive tools and content to get them planning and gaining confidence. 
"This is also a key concern for plan sponsors," added Fortin. 
Fact sheets available as attachments to this release: 
--  Motion Profiler 
--  Motion Profiles 
About Standard Life
Standard Life provides long-term savings, investment and insurance solutions 
to more than 1.4 million Canadians, including group retirement and insurance 
plan members. Standard Life in Canada has been doing business for 180 years 
and has approximately 2,000 employees. It operates under Standard Life 
Financial Inc., which wholly owns The Standard Life Assurance Company of 
Canada and Standard Life Mutual Funds Ltd. 
Standard Life Financial is the largest operation outside the United Kingdom of 
Standard Life plc, its parent company headquartered in Edinburgh, Scotland. 
Standard Life plc has around six million customers worldwide and operates in 
the UK, Canada, Europe, Asia, the Middle East and globally with Standard Life 
Investments Ltd. 
As at June 30, 2013, Standard Life plc had $372.5 billion in assets under 
administration, including $45.4 billion in Canada through Standard Life 
Financial. 
About Environics Research Group
Environics Research Group Ltd. is a leading marketing and public opinion 
research firms, with a reputation for integrity, accuracy, and insight. 
Environics is a fully Canadian-owned company that has been providing 
consulting and research services for businesses, governments and 
not-for-profit organizations for more than 30 years. Established in 1970, the 
firm has evolved into a multi-disciplined international research and 
consulting group offering a broad range of research services to business and 
government, with its headquarters in Toronto and with offices and affiliates 
in Calgary, Montreal, Ottawa, and San Francisco. 

SOURCE  Standard Life 
Ann-Marie Gagné 514-499-7999, poste 4600 ann-marie.gagne@standardlife.ca 
Daniela Gentile 647-259-3316 Mobile: 647-338-4388 
daniela.gentile@cohnwolfe.ca 
PDF available at:  
http://stream1.newswire.ca/media/2013/10/22/20131022_C6069_DOC_EN_32382.pdf 
PDF available at:  
http://stream1.newswire.ca/media/2013/10/22/20131022_C6069_DOC_EN_32383.pdf 
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CO: Standard Life
ST: Quebec
NI: INS FIN  
-0- Oct/22/2013 15:19 GMT