Page 43 - ASCOT GROUP COMPLETE DOCUMENT (2)

FELIX will provide more consistent and structured advice and can also be used by Financial Advisory
firms to demonstrate that their advisers are giving the correct advice.

FELIX means advice can be given without an adviser being present and can therefore reach greater
numbers of prospective investors. It can be used in cases where the introducer is not themselves a
financial adviser, or in direct sales, or where the prospective client has arrived via affiliate marketing
or through social media, to ensure the appropriate investment and risk is being applied for, even
though a financial adviser is not involved.

FELIX will probably change the way financial advisors do business as they may look to drive online
traffic via FELIX rather than use a face to face meeting with an adviser, or the adviser may be present
only by phone or online.

FELIX offers a convenient and low cost solution to a client who wants to save their money, but may not
have sufficient wealth to warrant the attention and interest of a human advisor. As a result, FELIX is a
perfect fit for individuals and families with a lower disposable income in the emerging markets.

1. Reduces fees and makes the underlying products very competitive
2. Reduces fees and ensures a better deal for the client
3. Provides financial planning to lower income investors where traditionally there is an advice
gap
4. Allows Ascot Group to lower minimum contribution amounts because everything from start to
finish is digital and automated

4. Distribution Disruption

Ascot Group has developed an agile distribution strategy designed to meet the needs of differing
markets and customer expectations - whilst planning for the trajectory of company growth and
expansion. With 90% of those in emerging marketing having access to some form of digital media - and
65% of those resident in developing markets owning a smartphone, we have created a technology
vehicle and marketing strategy designed to deliver a highly desired product to a market hungry to
protect, invest and secure its new found wealth.

Bridging the gap with a digital platform allows Ascot Life to retain customers and obtain future
opportunities for untapped markets. Partnerships with non-traditional distributors, such as digital
entrepreneurs or peer to peer introduction channels will expand potential markets and address
customer experiences.

5. Affiliate Marketing

By combining FELIX with an Isle of Man authorised life company, Ascot Group can accept business
throughout the world via the internet. This opens up additional avenues of distribution that have
previously not been available to banks, life companies and investment houses.