Home / Interview with Ryan Mellor, Sales Director of RMT Group
Interview with Ryan Mellor, Sales Director of RMT Group
Ryan, why do you think the UK market financial services lead generation is so interesting for RMT Group?
I think the UK market is interesting for two main reasons. The first reason is that our brand RMT Group and RMT Direct Leads is well recognized in the UK by Independent Financial Advisors and Restricted Advisors alike because of its great reputation for high quality appointments offered, which has helped us achieve steady growth over the past 5 years.
Large financial advice networks and its advisors rely on our customer acquisition solutions, such as True Potential, SJPP and Charles Derby. We work in total with over 50 financial advisor firms who have a constant demand of our appointments. We have now completed a large number of appointments and positive testimonials over the past 5 years that we now use to strengthen the positive image of our brand. We are also #1 on Google UK for many related financial services lead search terms.
The second reason is our role in the UK market. We have recently registered a Gibraltar office that applies no VAT to the sale of services to the UK, which means we have a unique 20% advantage over our UK competition. Gibraltar itself is dominated by financial services and online gambling. It represents a big opportunity to take RMT Group to another level and expand volumes considerably.
How are financial services lead generation doing at the moment?
Since the introduction of the Retail Distribution Review in 2012 we have seen strong demand for financial services leads. To put it simply, it is now very feasible for a financial advisor to buy in leads and turn these into fees with relative ease as you are now giving the consumer a service that should improve their financial situation. We have almost unlimited demand for our appointment service but the difficulty lies in generating the actual appointments, which is becoming increasingly challenging. Through data profiling we have stemmed the natural decline in call rate conversions, which has happened over the past 2 years due to PPI and Charity telephone campaigns, which have impacted negatively in the consumer's mind. Added to that the recent clampdown by the Information Commissioners Office (ICO) on opted-in data, which resulted in Call Credit Group pulling out of the market for the supply of consumer data in February this year, has made data acquisition very much more difficult. We have discovered that appointment setting is still our strongest sector. It represents 60% of everything we do. We moved into the online financial services lead generation earlier this year which is growing steadily.
What strategy have you put in place?
There are three clear strategy points that I’ve been focusing on. We’ve been focusing on upholding the great brand that RMT Group represents. We must always be aware of perception in the market, our customer service, so that our brand stays strong. Our second strategy is to do business with both clients and end-users in both the online financial services sector and financial advisor appointment setting, which is our strongest area. Thirdly, to be the number one choice for high quality financial advisor appointments covering the UK.
Are there any activities or current projects you could talk to us about?
This year we have rebranded IFA Direct to IFA Direct Home and launched a brand new website and brand RegulatedAdvice.co.uk. This will enable RMT Group to expand into other areas such client review services.
Could you tell us a bit more about your call centre, its structure and the people
We have colleagues who have spent a long time at RMT Group, such as Ann Causer and Peter Buckley. They know the product and our people very well. We’ve been working together for a long time. It is important to have trustworthy and reliable RMT Group colleagues.
Three years ago, we had the possibility to move to larger premises, which we did and more recently we added a second office for the online activities. We like to have a good atmosphere between our colleagues. We always do a summer event, this year being in Malaga and we also get together every year for the Christmas party in our favourite restaurant Ponchos. There are 15 of us all together in the office. There is a Training Manager, an Administrator, and around twelve
co-ordinators, Charlotte Till, who is the Operations Director, and myself.
Could you tell us about your background?
After my university degree, I began my career as a trainee architect for the architectural firm Lawrence Tring Architect’s. I then had the opportunity to work as a technical coordinator for a social housing developer company in London, Lovell’s before moving on to Taylor Woodrow. After relocating to Spain in 2005, I started a new career in marketing overseas property and investments before setting up my own company. In 2013, with Charlotte Till, I set up RMT Group (UK) Ltd a company providing financial services leads to the new restructured financial services sector before setting up RMT Group Limited in Gibraltar in 2015. We own the brands IFA Direct Home and RegulatedAdvice.co.uk. In 2017, we moved back to the UK, I live with my partner Charlotte Till and we have one son.