Know what matters to your client before you walk in the room
KYP is pre-meeting client discovery for mortgage advisers, protection advisers, IFAs and pension advisers. Your client ranks what matters to them before you meet, so you start from their priorities, not a guess.
Try it — Question 1 of 5
Which matters more to you?
The problem
Client discovery rests on what’s said, not what’s meant
A client says, “we want the best rate,” or “we want to know the money will last.” An adviser hears a number.
But is that really what’s driving them, or is it certainty, speed, flexibility, or simply wanting someone to explain things in plain terms? Would they give up a little on the headline figure for the reassurance of getting it done without stress?
Traditional qualification and fact-finding focus on the surface facts: figures, terms, budget, product. Useful, certainly, but rarely the information that determines whether a client stays with you or drifts elsewhere.
The real drivers lie beneath the surface. Speed versus certainty. Growth versus flexibility. Cost versus peace of mind. Hands-on versus hand it over.
These priorities rarely emerge in a discovery call or a web enquiry form. Clients often haven’t consciously articulated them, even to themselves.
They only become visible when someone is forced to choose between competing things they actually care about.
Those choices show what a client genuinely needs from the process — before the conversation has properly started.
How it works
From enquiry to insight, in five steps.
Enquiry call
Client calls in — nothing changes about how you take the enquiry.
Link sent
A neutral ichoose.uk link goes straight to their phone or inbox.
Session run
A short series of head-to-head choices — no forms, no jargon.
Client sees results
A simple, clear ranking of their priorities.
You get the report
Full detail, ready before you call back.
The solution
A clear, evidence-based picture of what someone actually wants
Instead of asking a client to rate a list of priorities in isolation, KYP presents a short series of simple head-to-head comparisons.
Each one asks a single question: Which matters more to you?
Rate or certainty? Speed or flexibility? Cost or peace of mind? One choice at a time, surfacing priorities that would otherwise stay hidden.
A client completes the exercise in just a few minutes, on their own device. No leading questions, no sales bias, and no opportunity to mark everything “important.”
The result is a clear picture of what that person values most, and how they’re likely to make their decision.
See how the comparisons work →
Now you know which points to lead with, which concerns to address first, and what will actually resonate — because you know what this client ranked highest, and what they need to hear to stay engaged with you.
Conversations become more relevant. Clients proceed with you rather than drifting elsewhere.
Because the difference between a recommendation and a match is understanding what truly matters.
The old way
Guess based on what was said.
Client gives a number, adviser assumes fit. No clarity on what actually matters. Discovery drags, clients drift.
Result: low confidence, wasted time, lost clients.
The KYP way
Discover actual priorities.
The client chooses in a direct head-to-head comparison. Real preferences surface. You lead the conversation with what actually counts.
Result: confidence, faster rapport, clients who stay.
Pre-meeting client discovery for your sector
Every client conversation starts with the same problem: working out what the client actually wants. KYP solves it before you meet.
Mortgage advisers
Building rapport with the applicant
Understand what matters to an applicant beyond the headline rate, so the conversation feels personal from the first call.
KYP for mortgage advisersProtection advisers
Opening the protection conversation
See how a client thinks about protection before you raise it, so the conversation does not start cold.
KYP for protection conversationsIFAs and pension advisers
Client discovery before the first meeting
Know what the money is for and how the client wants to be guided, with a timestamped record for your Consumer Duty evidence.
KYP for IFAs and pension advisers