I set up 11.2 Financial Planning in 2019, after a 20-year career working as a financial planner in large corporates. As an employed adviser, although I worked for well-regarded firms, I struggled to follow through on the vision I had for real excellence across the client experience. The emphasis was always on winning new clients and maintaining big profit margins, to the detriment of existing clients who’d been promised a service. Financial advice is still plagued by sales culture, and I wanted to build a firm around service culture instead.
We don’t have loads of clients, and we don’t want growth for the sake of it. We’re strongly geared towards looking after our highly valued clients first and foremost. We want to be a trusted partner, and that means having time to speak to you through the year, as you make key decisions, not just at your annual review. We want relationships of trust that last for many years.
We don’t have any sales or growth targets.
We’ll never overburden advisers with too many accounts. Your relationship is with a Chartered Financial Planner at all stages, never delegated to unqualified team members. This means we probably won’t be a fast-growing company, or a juicy target for acquirers. But that’s OK, because I don’t want to dilute control - and my ability to keep my promises to clients - for a quick buck.
This means we’re truly independent,
so we partner with the very best investment governance, investment platform and cashflow software providers to give our clients the gold standard across all areas of our work.
I’ve been a financial planner since 2001, Chartered since 2010, and a Fellow of the Personal Finance Society since 2012. I trained at a regional accountancy firm, and before I set up 11.2, I looked after a financial planning team within a multinational law firm. My specialisms are investment management and retirement planning, and I’m a qualified Pension Transfer Specialist. Out of work, I spend my time reading, running, and hanging out with my daughters before they get too cool to let me. I do a bit of volunteering, mostly financial education in schools, coach girls' football (Go Panthers!). I’m a hopeful but frequently disappointed Aston Villa fan.
