Hargreaves-Lansdown Report and Financial Statements 2021 - Strategy (28/188)

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Five-year summary (183/188)Hargreaves-Lansdown Report and Financial Statements 2021 - Glossary of alternative financial performance measures (184/188)Hargreaves-Lansdown Report and Financial Statements 2021 - (185/188)Hargreaves-Lansdown Report and Financial Statements 2021 - Glossary of terms (186/188)Hargreaves-Lansdown Report and Financial Statements 2021 - (187/188)Hargreaves-Lansdown Report and Financial Statements 2021 - (188/188) Strategic report Governance Financial statements Other information STRATEGY KEY PERFORMANCE INDICATORS We aim to deliver a market leading proposition and service to fulfil the long-term needs of clients We provide a high quality and evolving client experience, deepen client relationships and become an integral part of their lives. The high levels of retention, engagement and client satisfaction drive net new business flows from existing and new clients. DRIVING CLIENT DELIVERED WE MEASURE GROWTH BY THROUGH ACHIEVING OUR SUCCESS Attracting •Strong brand •Broad proposition Excellent client •Simple product and wrapper choice service We track Key •Ease of access Efficiently providing a high quality Great lifetime Performance Engaging service, across all touchpoints with outcomes for clients Indicators (KPIs) that clients, making their lives easier •Outstanding client experience Sustainable returns reflect our strategic, •Research and content operational and •Online tools for shareholders with financial performance. •Investment solutions reinvestment for Retaining future growth These drive internal management of the business and our remuneration. •Relentless client service focus Client proposition •Product and platform and engagement development •Trust and governance Providing a growing range of services and solutions to meet the needs of clients 26 Hargreaves Lansdown Report and Financial Statements 2021