Financial Planning and forecasting specialist eValue has launched a "Better Outcomes for All" campaign to encourage the pensions and investment sectors to better serve the investing public.
eValue's Better Outcomes for All campaign was launched at its conference in London this week and one of the key aims is to encourage more clients to take professional financial advice on investments and retirement planning to improve "outcomes." 
The event included a keynote speech from the FCA's Rory Percival who warned advisers not to "shoehorn" clients into Centralised Investment Propositions. Other speakers included senior figures from AXA Elevate such as David Thompson, eValue's Bruce Moss, Timebank's Damian Davies and UBS Wealth Management's Graeme Price.
The aim of the campaign, says eValue, is to encourage the industry to review developments following the RDR and to focus on the ways in which the financial services industry can better serve the investing public.
It will aim to bring together a wide cross-section of the industry such as adviser firms, networks, product providers, platforms and fund managers to develop ideas and best business practices for the long term benefit of consumers and the financial services industry.
The campaign has been launched in response to the RDR, recent Budget reforms which ended the obligation to buy an annuity and the trend for many advisory businesses to try "industrialise" their advice processes to reach a wider market.
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Centralised Investment Propositions (CIPs) and model portfolios had been set up with the aim of reducing the cost of advice and ensuring that investment recommendations match consumer attitudes to investment risk.
Bruce Moss, director of strategy at eValue, said: "Whilst these can be good investment solutions, consumers would, and should, also benefit from advice which takes full account of their goals and existing assets and communicates risk in a coherent way.
"Taking advice to this next level will not only benefit consumers but also advisers by delivering a high value, on-going personalised service".
More details of the campaign are available on the eValue website.