Ben Goss
Ben Goss is the chief executive and co-founder of Dynamic Planner. Before starting Dynamic Planner he co-founded Sort in 1998, the UK's first online investment adviser. He is a fellow of the Royal Society of Arts and author of a book on fintech.
'Maintaining business profitability in the consumer duty era'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
‘Firms that deliver personalised financial planning at scale will win out’
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
"The FCA has identified concerns about cash flow modelling"
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'The rise and rise of mobile'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Diversity and inclusion is a supply and demand issue'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Be clear about the vision of your business if you want to be successful'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Advisers must help clients avoid the trap of 'never enough''
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Industry must stop fighting against new tech-enabled processes'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Demand for sustainable solutions is ever-rising'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Target markets focus is crucial to better outcomes across the value chain'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
'Advisers should embrace AI and focus on coaching clients'
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Does your website set up clients' expectations?
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Scaling up isn't easy so don't get caught in the middle
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Consumer duty means every firm must hold up a mirror to their proposition and pricing
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Industry must incorporate clever and engaging designs
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Finding the right adviser is crucial when you are vulnerable
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Approaches to finance have changed but the core principles remain
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
Technology is the key to working faster and smarter
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)
A target market approach could enhance consumer guidance
Ben Goss
![Ben Goss](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fs3-eu-west-1.amazonaws.com%2Ffta-ez-prod%2Fez%2Fimages%2F0%2F7%2F6%2F2%2F32670-7-eng-GB%2FBen+Goss+NEW.png%3Fv1?source=ftadviser)