<p>During the last decades major changes has occurred at the financial markets, meaning an increasing supply and a greater variation of financial instruments. The saving habits of the Swedish people have gone from traditional bank deposits to investments in equities, funds and bonds. All this together with the great rise in the stock market at the late 90’s has brought words like risk and return up-to-date, and is the background to the development of a new law concerning financial advising which come into force the 1th of July 2004. </p><p>The contents of the thesis can be described as three bricks, representing the survey questions. The thesis starts with descriptions of which risk- and return concepts that exists and which are used by the contemporary financial institutions. Further on, the thesis deals with the individuals’ perception of risk, in particular financial risk. To end with, details regarding how a message should be conveyed are given. The three bricks together fulfil the purpose of the thesis; To investigate how the meaning of financial risk in a simple and pedagogical way can be explained to a person not familiar with financial literature, and to develop questions that facilitate when an individuals risk profile is ascertained. </p><p>We have found that standard deviation is the risk concept that dominates in financial theory, and together with Value at Risk is the most common used in practise. Good knowledge about risk is required when explaining risk. It is important to describe the information in an attractive way and use examples and illustrations. For financial advisers it also is important to have knowledge about the human behaviour, because ascertain the clients risk profile is an important part of the risk explanation. A clients risk profile is best ascertain with so called open questions where both what the clients answer and how he or she answer can form the basis for the judgement.</p>

<p><p><strong>Titel:</strong> Privatrådgivarens arbete - en kvalitativ studie av två banker</p><p><strong>Nivå:</strong> C-uppsats i ämnet företagsekonomi</p><p><strong>Författare:</strong> Hanna Stridh och Maria Sundsten</p><p><strong>Handledare:</strong> Stig Sörling</p><p><strong>Datum:</strong> 2010-Juni</p><p><strong>Syfte:</strong> Syftet med denna uppsats är ge en djupare inblick i hur finansiella rådgivare arbetar. Vi vill undersöka hur de rådgivarna hanterar sin roll som rådgivare till kunden kontra säljare för företaget, och hur kundens intressen bevaras.</p><p><strong>Metod:</strong> Studien är kvalitativ och bygger på intervjuer med fyra rådgivare. Vi har studerat olika teorier i ämnet som vi sedan analyserat tillsammans med det empiriska materialet.</p><p><strong>Resultat & slutsats:</strong> Vår studie visar att de finansiella rådgivarna inte ser någon konflikt i sina roller som försäljare kontra rådgivare. Enligt våra respondenter arbetar de alltid för kundens bästa. Vi kan även konstatera att kundens intressen bevaras främst med hjälp av de lagkrav som finns, då dessa regler är väl inarbetade i bankernas system.</p><p><strong>Förslag till fortsatt forskning:</strong> Vi finner att det skulle vara intressant att även undersöka hur kunderna ser på rådgivningssituationen? Känner de till sina rättigheter? En annan intressant studie vore att undersöka hur bankerna arbetar med finansiell rådgivning jämfört med företag som kallar sig för "oberoende rådgivare". Finns det oberoende rådgivning?</p><p><strong>Uppsatsens bidrag:</strong> Uppsatsen bidrar till en ökad förståelse för finansiell rådgivning. Den förklarar vad det innebär att arbeta som finansiell rådgivare, vilket kan vara värdefullt för en ekonomistudent som är intresserad av en framtid inom banken. Uppsatsen kan även vara till nytta för privatkunder på den svenska bankmarknaden, då vi beskriver vilket skydd som finns och vilka rättigheter som kunden har.</p></p> / <p><p><strong>Title: </strong>The work of financial advisors – a qualitative study of two banks</p><p><strong>Level: </strong>Bachelor thesis, 15 credits in Business Administration</p><p><strong>Author: </strong>Hanna Stridh and Maria Sundsten</p><p><strong>Supervisor: </strong>Stig Sörling</p><p><strong>Date: </strong>2010 – June</p><p><strong>Aim: </strong>The purpose of this study is to create a better understanding and to give the reader a deeper insight into the work of financial advisors. We have examined how financial advisors manage their role as advisers and as salesmen, and how the client's interests are safeguarded.</p><p><strong>Method: </strong>The study is qualitative and based on interviews with four advisers. We have studied various theories on the subject which we then analyzed with the empirical material.</p><p><strong>Result & Conclusions: </strong>Our study shows that the financial advisers do not see any conflict in their roles as sellers vs. advisers. According to our respondents they always do what is best for the customers. We can also note that the client's interests are upheld primarily through the legal requirements, since the rules are well established in the banking system.</p><p><strong>Suggestions for future research: </strong>We find that it would be interesting to also investigate what the customers think about the counseling situation. Do they know their rights? Another interesting study would be to examine how the banks are working with financial advisory services compared to companies that call themselves "independent advisers". Does independent financial advice exist?</p><p><strong>Contribution of the thesis: </strong>The study contributes to a better understanding of financial advice. It explains what it means to work as a financial advisor, which may be valuable for a student who is interested in a career in the bank. The essay can also be useful for customers of the Swedish banking market, since we also describe what protection and what rights the customer has.</p></p>

During the last decades major changes has occurred at the financial markets, meaning an increasing supply and a greater variation of financial instruments. The saving habits of the Swedish people have gone from traditional bank deposits to investments in equities, funds and bonds. All this together with the great rise in the stock market at the late 90’s has brought words like risk and return up-to-date, and is the background to the development of a new law concerning financial advising which come into force the 1th of July 2004. The contents of the thesis can be described as three bricks, representing the survey questions. The thesis starts with descriptions of which risk- and return concepts that exists and which are used by the contemporary financial institutions. Further on, the thesis deals with the individuals’ perception of risk, in particular financial risk. To end with, details regarding how a message should be conveyed are given. The three bricks together fulfil the purpose of the thesis; To investigate how the meaning of financial risk in a simple and pedagogical way can be explained to a person not familiar with financial literature, and to develop questions that facilitate when an individuals risk profile is ascertained. We have found that standard deviation is the risk concept that dominates in financial theory, and together with Value at Risk is the most common used in practise. Good knowledge about risk is required when explaining risk. It is important to describe the information in an attractive way and use examples and illustrations. For financial advisers it also is important to have knowledge about the human behaviour, because ascertain the clients risk profile is an important part of the risk explanation. A clients risk profile is best ascertain with so called open questions where both what the clients answer and how he or she answer can form the basis for the judgement.

Titel: Privatrådgivarens arbete - en kvalitativ studie av två banker Nivå: C-uppsats i ämnet företagsekonomi Författare: Hanna Stridh och Maria Sundsten Handledare: Stig Sörling Datum: 2010-Juni Syfte: Syftet med denna uppsats är ge en djupare inblick i hur finansiella rådgivare arbetar. Vi vill undersöka hur de rådgivarna hanterar sin roll som rådgivare till kunden kontra säljare för företaget, och hur kundens intressen bevaras. Metod: Studien är kvalitativ och bygger på intervjuer med fyra rådgivare. Vi har studerat olika teorier i ämnet som vi sedan analyserat tillsammans med det empiriska materialet. Resultat &amp; slutsats: Vår studie visar att de finansiella rådgivarna inte ser någon konflikt i sina roller som försäljare kontra rådgivare. Enligt våra respondenter arbetar de alltid för kundens bästa. Vi kan även konstatera att kundens intressen bevaras främst med hjälp av de lagkrav som finns, då dessa regler är väl inarbetade i bankernas system. Förslag till fortsatt forskning: Vi finner att det skulle vara intressant att även undersöka hur kunderna ser på rådgivningssituationen? Känner de till sina rättigheter? En annan intressant studie vore att undersöka hur bankerna arbetar med finansiell rådgivning jämfört med företag som kallar sig för "oberoende rådgivare". Finns det oberoende rådgivning? Uppsatsens bidrag: Uppsatsen bidrar till en ökad förståelse för finansiell rådgivning. Den förklarar vad det innebär att arbeta som finansiell rådgivare, vilket kan vara värdefullt för en ekonomistudent som är intresserad av en framtid inom banken. Uppsatsen kan även vara till nytta för privatkunder på den svenska bankmarknaden, då vi beskriver vilket skydd som finns och vilka rättigheter som kunden har. / Title: The work of financial advisors – a qualitative study of two banks Level: Bachelor thesis, 15 credits in Business Administration Author: Hanna Stridh and Maria Sundsten Supervisor: Stig Sörling Date: 2010 – June Aim: The purpose of this study is to create a better understanding and to give the reader a deeper insight into the work of financial advisors. We have examined how financial advisors manage their role as advisers and as salesmen, and how the client's interests are safeguarded. Method: The study is qualitative and based on interviews with four advisers. We have studied various theories on the subject which we then analyzed with the empirical material. Result &amp; Conclusions: Our study shows that the financial advisers do not see any conflict in their roles as sellers vs. advisers. According to our respondents they always do what is best for the customers. We can also note that the client's interests are upheld primarily through the legal requirements, since the rules are well established in the banking system. Suggestions for future research: We find that it would be interesting to also investigate what the customers think about the counseling situation. Do they know their rights? Another interesting study would be to examine how the banks are working with financial advisory services compared to companies that call themselves "independent advisers". Does independent financial advice exist? Contribution of the thesis: The study contributes to a better understanding of financial advice. It explains what it means to work as a financial advisor, which may be valuable for a student who is interested in a career in the bank. The essay can also be useful for customers of the Swedish banking market, since we also describe what protection and what rights the customer has.

The diploma thesis focuses on marketing analysis and proposal for the creation of a marketing plan of the company OMAP Finanční skupina, a. s. with a focus on marketing communication of the company. Suggestion of the partial marketing activities for the second half of the year 2021 and 2022 is reflecting theoretical background mentioned in the first chapter, further on the summary of marketing analysis based on the survey.