ABOUT US

A NEW BUSINESS WITH A WEALTH OF EXPERIENCE

We are an innovative wealth management business on a mission to empower as many people as possible to make more rewarding financial decisions.

Founded in 2021 by Antony Williams, a highly experienced Chartered Financial Planner, and Paul Jardine, a successful entrepreneur and Chartered Accountant, we’re a small team with ambitious aims.

OUR MOTIVATION

We believe that the current advice system needs to change. There’s too much price clustering and not enough service differentiation. Too much focus on portfolios and too little on people.

The financial services system still thrives on complexity. There’s not enough opportunity for people who strive for simplicity and efficiency to receive the value that they deserve.

We believe that what you pay should be based on your needs, not on the size of your portfolio.

We’re so passionate about this that we decided to use our collective advisory and business experience to put you back in control.

We believe that financial planning can be truly life-changing.

On the surface, the role of a financial planner is to help you optimise your pensions and investments, maximise the available allowances and tax breaks and make sure that you stay on the right side of changing legislation.

For us, financial planning goes much deeper than that.

It’s about bringing meaning to your money, translating it into real life, transforming it from an object into an emotion.

The beauty of financial success is that it is completely subjective. All that’s important is what matters to you, not to your friends or colleagues or neighbours or some celebrity on the TV. Their definition of success is different.

We are here to help you make the most of your money in the broadest possible sense.

OUR VIEW ON FINANCIAL PLANNING

OUR VIEW ON INVESTING

Our investment approach is built on common sense, academic evidence and practical experience.

We've distilled this into seven core beliefs:

SIMPLICITY

Keep your finances straightforward and advice costs down

HONESTY

Don’t attempt to predict the future or dazzle you with overly complex solutions

KEEP COSTS DOWN

Use low-cost funds so that you keep more of your returns

TAX

EFFICIENCY

Save tax on your returns where it is legal, sensible and cost effective to do so

NO CHANGE FOR CHANGE'S SAKE

Keep your existing investments if they are suitable

DIVERSIFICATION

Invest widely to reduce

country, industry and stock-specific risks

STRUCTURE

Select the right risk/reward profile for your financial and emotional needs

OUR VIEW ON INDEPENDENT ADVICE

We believe that independent advice is the gold standard.

How can you be confident that you're being recommended the solution that's best for you if our choice is restricted to a handful of investment firms or insurance companies?

How can you feel that we're acting independently if we consistently promote in-house products to you?

We are 100% owned by our team, with no external shareholders to influence our decision-making.

Therefore, we can recommend solutions from across the whole marketplace, to give you the peace of mind that the advice you receive is totally impartial, always in your best interest, with no hidden agenda.

WHAT WE DON'T DO

We recognise that we can’t be experts in everything, so we work in partnership with your existing specialist advisers (e.g. accountant or solicitor) or can recommend one to you, rather than trying to do everything in-house.

That way, you can choose specialists who are at a level of knowledge and fees to suit your requirements, whilst only paying for the cost of these advisers as and when they are needed. We believe that this will result in a better outcome for you compared to paying us just to keep these services "on standby" for the rare occasions that you need them.

Here are some examples of areas where we choose to work with third party specialists

to help you: