Brokers have been told to follow the example set by independent financial advisers (IFAs) to change negative perceptions about themselves and to build trust.

Speaking on the final day of the Insurance Times Premium Content conference, directors of PR firm Citigate Drewe Rogerson, Vaughn Andrewartha and Phil Anderson, told delegates they should present themselves as "advisers" and step away from the "broker" label. They should also distance themselves from the products they sold and be seen to be more critical of providers.

In addition, the two explained that brokers should be seen to be providing a value-added service for their clients by communicating more effectively, explaining their financial decisions in detail and by using comparative information on products.