Better Business  

'Advice firms are like tankers: the bigger they are, the harder to turn'

The idea was to make clients feel relaxed and at home, as well as change the "stuffy image" of financial services.

Investing time in client meetings is part of being in a professional industry, says Jenny (Carmen Reichman/FTA)

"Having a nice office space to come to and having people take that time to come here just makes them engage more with it from the start," says Nicola.

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She adds: "When they come in, a lot of people are really uptight about finances, and that's again why this space is created this way.

"It may sound silly, but we maybe have certain scents on or diffusers...because, again, if people are too stressed or uptight, they're not going to take anything in."

It may seem odd that a firm with a strong focus on technology should also have such strong views on office appearance.

But Wellington Wealth values face to face time with clients. In fact, a mere 10 per cent of client meetings are currently done online.

"We use technology to drive efficiencies, but still make it really relaxed and personal for clients," Jenny says.

"It is the discipline of going somewhere to invest your time and see your planner as part of that professional elevation of the industry as well."

Controlling growth

Wellington Wealth has to date grown organically and without much marketing.

Clients have mainly come from referrals and much of the profit the business has made has been reinvested to improve service and operations.

Jenny and Nicola say they are sitting on ideas to boost growth but have slight concerns about what this might mean for the ethos of the firm.

Jenny says: "We have a good team and I think it's important that, you know, all the clients need a certain standard and if we were just to bring in 10 advisers and admin and all the rest of it, I think we'd lose an essence of what we are.

"We haven't chased leads and things, clients have referred quite a steady referral because they obviously liked the service.

"It's inevitable that you grow and you lose a bit of what you were at the start. I think we still want to retain some of that because it makes us different from everybody else."

However they do recognise change is important.

Last year in fact was a year of change for them, they say, which included the outsourcing of their investment proposition for the first time after their father's retirement.

"That's going to free up a lot of time for everybody, the team and also for us coming up with the portfolio," says Nicola.