The Secret World is aiming to ensure that your alts get all of the benefits your main already enjoys. Starting today, pets you unlock via the store will be unlocked for your account rather than one character, with the development team planning to move this functionality to outfits as well. That means that if you buy some cosmetic frippery once, it's yours forever on all your characters.
The game is also going to be putting together a veteran rewards program for subscribers. Each month of subscription provides Veteran Points, awarded at the same time that the subscription awards bonus cash shop points. Veterans can then spend the points on a variety of items, including new consumables, outfits, pets, and training dummies. It's always nice to have some extra benefits to being a long-term fan of a game, so if you're already enjoying deciphering conspiracy, there's extra incentive to keep at it.
[Thanks to Elania for the tip!]