{"id":21818,"date":"2026-06-03T11:18:18","date_gmt":"2026-06-03T09:18:18","guid":{"rendered":"https:\/\/benifex.com\/sv\/?p=21818"},"modified":"2026-06-05T09:09:29","modified_gmt":"2026-06-05T07:09:29","slug":"fran-produktforsaljning-till-personfokus-den-nya-generationens-radgivning","status":"publish","type":"post","link":"https:\/\/benifex.com\/sv\/fran-produktforsaljning-till-personfokus-den-nya-generationens-radgivning\/","title":{"rendered":"Fr\u00e5n produktf\u00f6rs\u00e4ljning till personfokus \u2013 den nya generationens r\u00e5dgivning"},"content":{"rendered":"\n

En sammanfattning fr\u00e5n ett samtal med Niklas Englund, Chief Commercial Officer, Lifeplan under Framtidens HR 2026.<\/em><\/p>\n\n\n\n

Vad h\u00e4nder n\u00e4r r\u00e5dgivning inte l\u00e4ngre drivs av provisioner \u2013 utan av m\u00e4nniskors faktiska behov? Och \u00e4r transparens den starkaste aff\u00e4rsmodellen av alla? Det och mycket annat diskuterades n\u00e4r Niklas Englund fr\u00e5n Lifeplan klev upp p\u00e5 scenen under Framtidens HR 2026.<\/p>\n\n\n\n

Oro i marknaden \u2013 men st\u00e4mmer bilden?<\/h2>\n\n\n\n

M\u00e5nga medarbetare och sparare k\u00e4nner i dag en tydlig oro. B\u00f6rsen verkar svajig, v\u00e4rlden k\u00e4nns os\u00e4ker och det \u00e4r l\u00e4tt att dra slutsatsen att det g\u00e5r d\u00e5ligt. Men Niklas Englund utmanade den bilden direkt: tittar man p\u00e5 faktiska siffror visar flera b\u00f6rser all time high.<\/p>\n\n\n\n

\u2013 Den amerikanska b\u00f6rsen har levererat en uppg\u00e5ng p\u00e5 cirka 150% sen maj 2020, l\u00e5ngt \u00f6ver det historiska genomsnittet p\u00e5 8% per \u00e5r. K\u00e4nslan och verkligheten st\u00e4mmer allts\u00e5 inte alltid \u00f6verens, konstaterade Niklas.<\/p>\n\n\n\n

Det h\u00e4r \u00e4r viktigt att f\u00f6rst\u00e5, inte minst n\u00e4r det g\u00e4ller pensionssparande. I os\u00e4kra tider tenderar pension och f\u00f6rs\u00e4kringar att hamna \u00f6verst p\u00e5 listan \u00f6ver vad medarbetare vill f\u00f6rst\u00e5 b\u00e4ttre \u2013 och just d\u00e4rf\u00f6r \u00e4r kvaliteten p\u00e5 r\u00e5den viktigare \u00e4n n\u00e5gonsin.<\/p>\n\n\n\n

Vad oberoende r\u00e5dgivning faktiskt inneb\u00e4r<\/h2>\n\n\n\n

Lifeplan har sedan starten byggt sin modell p\u00e5 oberoende r\u00e5dgivning \u2013 utan provisioner, utan dolda avgifter och utan egna fonder att s\u00e4lja. Det \u00e4r inte bara ett etiskt val, det \u00e4r aff\u00e4rsmodellen.<\/p>\n\n\n\n

Niklas lyfte fram att EU Direkivet IDD (Insurance Distribution Directive) 2018 \u00f6kade kraven p\u00e5 hela branschen. I UK f\u00f6rbj\u00f6d man provisioner f\u00f6r r\u00e5dgivning helt. Finansinspektionen i Sverige g\u00f6r nu ett nytt f\u00f6rs\u00f6k att driva igenom ett liknande provisionsf\u00f6rbud. Riktningen \u00e4r tydlig: r\u00e5dgivning ska vara opartisk, baserad p\u00e5 personlig analys och befriad fr\u00e5n provisioner. Det finns inget annat s\u00e4tt att f\u00e5 bort de incitaments- och intressekonflikter som pr\u00e4glat r\u00e5dgivning i Sverige under s\u00e5 m\u00e5nga \u00e5r.<\/p>\n\n\n\n

R\u00e5dgivning f\u00f6r alla \u2013 inte bara de v\u00e4lb\u00e4rgade<\/h2>\n\n\n\n

En av de mest kraftfulla po\u00e4ngerna under sessionen handlade om tillg\u00e4nglighet. Historiskt sett har kvalificerad finansiell r\u00e5dgivning varit f\u00f6rbeh\u00e5llen dem med h\u00f6ga inkomster och f\u00f6rm\u00f6genheter. M\u00e4klare hanterade pengar \u00e5t en liten grupp \u2013 resten fick klara sig sj\u00e4lva.<\/p>\n\n\n\n

Lifeplan har f\u00f6r\u00e4ndrat det. I dag kan alla, oavsett inkomst, f\u00e5 tillg\u00e5ng till h\u00f6gklassig, personlig r\u00e5dgivning. Det \u00e4r ett demokratiserande skifte som \u00e4ven arbetsgivare har ett ansvar att f\u00f6rst\u00e5 och dra nytta av n\u00e4r de utformar sina f\u00f6rm\u00e5nspaket.<\/p>\n\n\n\n

Vad g\u00f6r personliga r\u00e5d f\u00f6r avkastningen?<\/h2>\n\n\n\n

Det handlar inte bara om r\u00e4ttvisa \u2013 det handlar om pengar. En 35-\u00e5rig pensionssparare med 30 \u00e5r kvar till pension som f\u00e5r hj\u00e4lp att skapa en portf\u00f6lj med optimal riskspridning och l\u00e5ga avgifter kan ofta f\u00e5 2% i \u00f6kad avkastning varje \u00e5r. Det l\u00e5ter kanske inte som s\u00e4rskilt mycket men inneb\u00e4r faktiskt hela 60% h\u00f6gre pension n\u00e4r det \u00e4r dags att g\u00e5 i pension.<\/p>\n\n\n\n

Takeaway f\u00f6r HR och f\u00f6rm\u00e5nsansvariga<\/h2>\n\n\n\n

Niklas fick oss att inse att skiftet fr\u00e5n produktf\u00f6rs\u00e4ljning till personfokus inte \u00e4r en trend, utan en strukturell f\u00f6r\u00e4ndring av hur finansiell r\u00e5dgivning b\u00f6r fungera. F\u00f6r HR-funktioner inneb\u00e4r det en m\u00f6jlighet att demokratisera sparandet. Att erbjuda medarbetare tillg\u00e5ng till oberoende, transparent r\u00e5dgivning \u00e4r inte en lyx endast f\u00f6r n\u00e5gra f\u00e5 \u2013 det \u00e4r en f\u00f6rm\u00e5n som passar alla!<\/p>\n\n\n\n

Om du vill se en inspelad version av sessionen, kika h\u00e4r<\/a>.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

En sammanfattning fr\u00e5n ett samtal med Niklas Englund, Chief Commercial Officer, Lifeplan under Framtidens HR 2026. Vad h\u00e4nder n\u00e4r r\u00e5dgivning inte l\u00e4ngre drivs av provisioner \u2013 utan av m\u00e4nniskors faktiska behov? Och \u00e4r transparens den starkaste aff\u00e4rsmodellen av alla? Det och mycket annat diskuterades n\u00e4r Niklas Englund fr\u00e5n Lifeplan klev upp p\u00e5 scenen under Framtidens […]<\/p>\n","protected":false},"author":27,"featured_media":21819,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"tpl.news-post.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[894,785,787],"tags":[923,789,925],"class_list":["post-21818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-framtidens-hr","category-lifeplan","category-pension","tag-framtidens-hr","tag-lifeplan","tag-pensioner"],"acf":[],"yoast_head":"\nFr\u00e5n produktf\u00f6rs\u00e4ljning till personfokus \u2013 den nya generationens r\u00e5dgivning - Benifex<\/title>\n<meta name=\"description\" content=\"L\u00e4s sammanfattningen av Niklas Englunds, CCO p\u00e5 Lifeplan, session under Framtidens HR 2026. 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