Strategic report Governance Financial statements Other information ACHIEVING SUSTAINABLE GROWTH EMPOWERING FUTURES CONTINUED We aim to educate and empower people to make the right choices for them through the tools, guides and research we provide. We recognise that the views and experience ofimportant and through ourour colleagues areGROWTH IN AUA (£ BILLION) Whistleblowing Policy we encourage our people Assets held on our platform continue to grow as £135.5 to raise any concerns about malpractice or new and existing clients save and invest with us. wrongdoing within the workplace. All concerns are treated with the utmost confidence and in fullcompliance with the Public Interest Disclosure £79.2 £91.6 £99.3 £104.0 Act 1998. All colleagues undergo annual training which includes anti-money laundering, protecting client money, spotting market abuse, data protection, information security and fraud prevention. Making it easy To empower more people to engage with their finances and make good long-term decisions, 2017 2018 2019 2020 2021 we aim to make dealing with us as easy and GROWTH IN ACTIVE* CLIENTS (’000) Doing it better efficient as possible. We look to educate and We challenge ourselves to deliver a better, empower people to make the right choices for more innovative service for our clients. We look themselves through the tools, guides and Record numbers are choosing HL as their wealth management provider. at demographic, behavioural, competitor and research we provide. 2021 technological trends to focus our resource 1,645 and investment to improve the proposition Our clients range from first time investors to and service for clients not just in the short-term the highly experienced, with different levels of 2020 but for the long-term as well. confidence, time and willingness to engage with 1,412 their finances. The ongoing challenge is to create Examples: an experience that will suit these individual needs 2019 Greater use of data analytics to deliver more • and maintain a broad appeal to anyone who 1,224 tailored content to engage with clients wants to engage in saving and investing. Increased focus on making clients better 2018 • Our client experience team is dedicated to 1,091 investors making things easier for people. We monitor •Enabled clients to instantly add cash into their feedback, frequent problems and pinch-points 2017 Fund & Share and SIPP accounts through on client journeys and use these insights tostreamline client interactions. 954 Faster PaymentsLaunch of a Cash ISA within Active Savings • *active clients are those with £100 or more in an account. 4 Hargreaves Lansdown Report and Financial Statements 2021