Our Brand Manifesto

Our mission is to create a fun and joyous financial planning business for the benefit of our clients and our team.

We will respect our community, care about our environment, embrace diversity and make a positive impact.  We exist to help people feel good about their finances, to reduce stress and remove anxiety. We tell people what they need to hear, not always what they want to hear. We believe that great financial planning can change lives.

We’re London-based financial planners for people who enjoy life, care about their families and are curious about the world. We encourage people to use their money to lead happy and fulfilled lives.

We’re driven by purpose, not just profit. We want to make a lasting difference and reshape how great financial advice is experienced. We are committed to talking openly about money, sharing our knowledge and raising awareness; helping people to make good financial decisions and avoid costly mistakes.

We’re not frightened of robots and we embrace technology. We love people, we ask questions and we take the time to listen. Building lasting relationships is paramount to our success. Radical transparency matters to us. You’ll always know exactly what we’re doing, the thinking behind it and any fees that affect you.

We embrace evidence and academic rigour. We don’t like expensive guesswork.  We believe in creativity, the best entrepreneurs bring things to life, not just imagine them. We’re brave and we’re not frightened to do things differently. We will continue to challenge convention in the pursuit of excellence. We aspire to be the best financial planning partner for this inspiring, sometimes heartbreaking, beautiful and messy journey called life.