Wealth Design Storybook

The Wealth Design Group
HUNTER & CO.

“And now, it’s hello from me…”
In financial services, it is important to believe intrinsically in
what you do, as it’s an abstract business without manufacture
of an actual product. But it’s important to keep the result in
mind: a job well done and a satisfactory outcome for happy
clients.
Wealth Design’s ethos of caring is more than a cliché, as
the aim is to make a genuine difference in people’s lives, by
means of an active focus on their circumstances.
David Philips
Director and Co-founder
Page 2

Contents
Pages 4-5
Page 6
Page 7
Page 8
Page 9
Where it all Began
Success in Numbers
It’s all about the Client
Scaling Up Operations
A Market-Driven Approach
Pages 10-11 The Timeline
Pages 12-15 Who’s Who?
Page 16
Page 17
Page 18
What makes the Wealth Design Group different?
A Day in the Life of
What’s Next?
Page 3

Where it all Began
Dynamic Leadership
David Philips
Steve Bennett
David Philips, 1962 aged 6 Steve Bennett, 1978 aged 6
The Accidental Entrepreneurs
David Philips and Steve Bennett are not stereotypical entrepreneurs. Having founded Wealth Design later in life they
brought their maturity, experience and patience to grow a business based on a clear vision.
They are thoughtful, mild mannered and exceptionally client focused. In fact, their main concern with growing the
business is that they can continue to deliver excellent client service.
They started running their business later in life with a shared motivation that was simply to be in control of their own
destiny. What then followed has surprised both and is a testament to their hard work and adherence to their clientfocused
values.
Page 4

Where it all Began continued
The right background
The founders’ background has been an
asset in terms of managing a growing
business. David has worked in financial
services since 1987 and is a specialist
in pensions advice. Steve worked in
various areas of banking from 1989
to 2012, including regulated sales and
independent advice for high net worth
clients.
Great Expectations
Incorporated in September 2014, Wealth Design’s first year focused
on building their client base, delivering excellent service, and
embedding the right processes to support their growth.
Towards the end of 2015 David and Steve started evaluating
an acquisition which would potentially double the size of their
business. The process took over 6 months and the Directors
were cautious along the way as they only wanted to acquire the
business if it could adhere to their vision and values. They could
then drive it forwards truly believing in the value they provide
clients with.
Underpinning Values
There are three cornerstones which have underpinned Wealth
Design’s growth:
1
2
The mission of Wealth Design is a job well done and a satisfactory outcome for happy clients.
This is supported by an ethos of caring, and an understanding of the significance of the role of
excellent financial planning in people’s lives.
3 Growth can only happen with the right team. They will ensure the mission and values will
continue to be delivered and clients will be satisfied.
Planning was key
Coming from a banking background, Steve has
spearheaded the company’s finances with ease,
ensuring the cash flow supports this high growth
phase. An expert in business planning, Steve has
reshaped the vision for the business in light of the
acquisition.
David’s corporate experience has led to
efficiencies by capitalising on economies of scale.
With that wealth of national company experience
behind him, his mission now is to utilise it in a
smaller, more personal environment.
Managed Growth
At the same time as scaling up business operations with
the acquisition, it has been important to be mindful
of motivating and retaining the team, as well as the
company’s enduring values. Being a great place to work
remains a vital message to convey to clients.
The changing nature of the business has increased the
challenges, but team growth and rapid increase in volume
have not sacrificed the mission of striving for a proactive
service and client satisfaction.
Page 5

Success in Numbers
Tangible level of success
In June 2016 the Wealth Design Group Limited was incorporated and is based at the Cannock Office. In August 2016
the group acquired Hunter & Co (IFA) Ltd.
Monthly Turnover
Annual Turnover
Team Size
Jan 2015 £4.5K
Jan 2016 £45K
Jan 2017 £85K
2015 Turnover £300K
2016 Turnover £475K
2017 (Estimated) £750K
2018 (Estimated) £1 million
Jan 2015 4
Jan 2016 4
Jan 2017 7
May 2017 10
Assets under
management
Clients
Offices
Jan 2016 £50m
Jan 2017 £85m
May 2017 £102.5 m
Jan 2016 170
Jan 2017 500
Jan 2016 1
Jan 2017 2
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It’s all about the Client
Top level customer service
Working Together
Wealth Design are committed to providing a tailored service which is supported by:
Excellence from the outset
The financial planning process begins with listening and
understanding an individual’s wishes, current situation,
and attitude to risk. Then utilising our advisers’ knowledge
of the market and research capabilities within the team
we begin a process to identify the most suitable options
to meet the client’s brief.
Flexibility to adapt to market changes
Wealth Design has managed external factors, such as
poor market performance, recognising that quality of
service becomes even more critical when clients no
longer secure the same returns as previously. Systems are
in place to rebalance client portfolios according to their
requirements and agreed levels.
Wealth Design works with Discretionary Fund Managers’
dedicated Investment Managers, allowing a highly
proactive service for those clients with significant funds
to invest who recognise the benefit of this service
excellence. Wealth Design identifies the best match of
Investment Manager to client and their requirements,
rather than developing an off-the-peg relationship.
This reiterates the ethos of providing whole of market
independent advice.
Transparency
The industry is highly regulated to ensure customers are
protected and treated fairly. Wealth Design’s processes
have always gone beyond this and even have their fee
agreement on their website, which most advisers keep
hidden for fear that other advisers can see their charges.
Pension reforms have created massive interest in
retirement planning advice; David Philips has G60 and is
a qualified pension transfer specialist, and is thus able to
legitimately capitalise on this market.
Supporting Communications
In addition to regular reviews Wealth Design are
innovating in terms of regular client communications.
These include:
• Comprehensive quarterly newsletters which are
developed and distributed by Wealth Design rather than
buying in generic contents.
• An active twitter presence
• An app is currently being developed to provide
tax calculators and links to fund performance and
proactive client engagement such as client satisfaction
questionnaires and risk profiles.
Working together with Clients
An initial discussion (at
Wealth Design’s expense)
in order to establish
objectives, and understand
the current situation
and attitude to risk. We
will explain our services
more fully and explain the
payment options.
If a client decides to go
ahead, Wealth Design
will gather and analyse
personal financial
information about their
aims and objectives
Recommend and discuss
options and proposed
actions moving forwards
Once agreed, arrange
relevant solutions for you
Page 7

Scaling Up
Smart working practices
Smart working practices
Systems are used to ascertain a client’s attitude to risk based on the information provided.
This is used to inform other online research mechanisms which give customised matches
for investment solutions and protection products that suit the client’s aspirations and
requirements.
This is spearheaded by the organisation’s Paraplanner, Simon Westwood in his role as a
research analyst. Robust systems include compliance checking to support this research-based
approach to delivering an excellent client service.
Consistency across offices
Just as Wealth Design searches the
whole market for client advice the
same approach is taken to ensure the
best processes support their offering.
Wealth Design uses several different
software providers, tried and tested to
provide a good fit with their clients’
needs.
At each office, there is an office
manager and a growing back office
team to support the advisers. The
support team sometimes move
between offices to work with their
colleagues and to ensure a consistent
approach and best practice is delivered.
Client Acquisition
The recent acquisition of a long-standing
financial services practice needed to be
carefully nurtured to retain and grow their
client base. Wealth Design took a strategic
approach in classifying clients to develop
a client contact plan. Rather than simply
retaining the clients they have grown the value
of assets under investment though meeting
Hunter & Co.’s clients.
The outcome far exceeded the Directors’
expectations as not only were existing clients
retained but on discussing the new processes
with the clients’ investable assets
grew demonstrating an increasing
level of client confidence.
Systems support rather than drive Service
The key to the organisation’s success is that even with more clients
no individual should feel processed and instead the systems will
facilitate and support individual financial planning.
Page 8

A Market-Driven Approach
Marketing plans to maximise future growth
Marketing not Sales
Financial advisers traditionally have a sales-oriented
reputation. Wealth Design is truly market-focused, with
client relationships being key. Wealth Design has a twelvemonth
marketing activity plan and the current priorities
are to:
• Invest in the client experience through a clearly
communicated brand proposition.
Brand Guidelines
Underpinning all client communications Wealth
Design has a well thought through brand identity
which is founded on the concept of a fresh approach
to designing the best way to make wealth works for
clients. The colour scheme, brand identity and choice of
images support the concepts of being professional and
approachable.
• Nurture professional connections
• Develop marketing plans and collateral to support
the new advisers’ coming on board
The emphasis is on delivering high quality tailored
advice rather than hard-sell messages. The results speak
for themselves: a client-centred organisation which is
growing quickly and organically and is supported by well
thought-through client communications.
Monthly marketing review meetings take place to ensure
marketing remains on the agenda.
Old Logo
New Logo
Natural Referrals
1 2
Testament to this is the number of generational
WEALTH DESIGN
relationships which have been established. Advisers are
working with third level generations which is rare in the
financial services industry. Wealth Design also receives
a significant proportion of business through referrals;
approximately 70% of new clients refer other
WEALTH
business to
them. In one street David Philips is the financial adviser to
a significant 4 proportion of residents. 5 DESIGN
WEALTH DESIGN
Understanding the Customer
WEALTH
DESIGN
3
6
Quarterly Newsletters
Wealth Design Colour Palette
The marketing activities have involved profiling the ideal
customer profile. WEALTH
A thorough evaluation of different
DESIGN
WEALTH
advertising media was then undertaken with the clear
7
8 DESIGN
majority of options being discounted. This proactive
stance means that the company does not make knee
jerk reactions based on limited time discounts and
understands what their ideal client looks like.
Dark Grey
Dark Grey/Green
Gold
New Colour Palette
Mid Green
Dark Green
Light Green
Page 9

The Timeline
1995
September
November
Robin Hunter, founds Hunter & Co
Fiona Holt joins Hunter & Co
1998 Hunter & Co. (IFA) Limited becomes incorporated
2013
The founding Wealth Design team worked
together in a different practice
2014
June
David and Steve started putting together a
business plan for Wealth Design
September
Wealth Design Ltd is incorporated. It launches with a team of
four former colleagues, with a client centred approach and a
passion for excellence and is based in Cannock
2015
January
Monthly turnover is £4.5K
June
Wealth Design starts working with Mischievous Marketing
initially on their branding and their new logo is revealed
October
Wealth Design issue their first newsletter
November
Steve and David started evaluating a
potential acquisition – Hunter & Co. (IFA Ltd)
Page 10

2016
January
Monthly turnover is £45K (increasing tenfold in twelve
months)
June
Wealth Design Group Ltd is incorporated. It is
based at their trading address in Cannock.
July
Scott Flemings joins the team
August
Wealth Design acquired Hunter & Co (IFA) Ltd
HUNTER & CO.
2017
January
Group monthly turnover is £85K
Hunter & Co move into new larger
premises in Streetly, Sutton Coldfield
Robin Hunter retires
March
Chris O’Meara joins. Chris is a Court of Protection specialist which
will encourage growth of the business’s professional connections
base.
April
June
Andrea Bennett joins the Cannock office,
to support the growing client base.
Financial Adviser Gemma Oliver starts actively building
the business in Wales
Beth Evans joined as a practice administrator
The app launches
Winners of Micro Business or the Year and Runners up for Young
Business of the Year at the Express and Star Business Awards
Sept
Richard Clarke joins the team as the Group Business Manager.
The Cannock office extends to the whole floor in Virage Point
Page 11

Who’s Who?
You’ve already met the Founders and Directors so now
it is time to meet the rest of the team.
Andrea Bennett
Role
Practice Administrator
How long have you been in the financial services
industry?
I have been in financial services since I left school at 16,
starting at Lloyds Bank. I’m a fully qualified Mortgage
Advisor.
What did you want to be when you grew up?
I always wanted to be a Nurse! Too scared of blood
though!!
Proudest achievement
My family.
Nickname
Not that I’m aware of
Favourite biscuit
Shortbread
Favourite motto
Life is what you make it.
Life Ambition
To complete a charity bike ride with my husband. It’s 100
miles so I’m trying to build up to it, but badly broke my
wrist in training 10 months ago which hasn’t helped!
Beth Evans
Role
Practice Administrator
How long have you been in the financial services
industry?
2 days and counting!
What did you want to be when you grew up?
Fashion Designer
Proudest achievement
Becoming a Mother
Nickname
Betty
Favourite biscuit
I don’t eat biscuits, prefer a packet of crisps.
Favourite motto
Always one step ahead
Life Ambition
Speak a foreign language
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Scott Flemings
Role
Financial Planning Director
How long have you been in the financial services
industry?
21 years
What did you want to be when you grew up?
Professional Footballer
Proudest achievement
My daughter Ellie
Nickname
Flem
Favourite biscuit
Jaffa Cakes
Favourite motto
Work hard, play hard.
Life Ambition
Ashes cricket tour to Australia
Fiona Holt
Role
Paraplanner
How long have you been in the financial services
industry?
30 Years – joined by accident
What did you want to be when you grew up?
Be a Lawyer/Policewoman
Proudest achievement
My 2 sons, in particular my eldest joining the Army and
his passing out parade 8 years ago, and my youngest
actually passing all his exams
Nickname
Family call me Fiojo friends call me Fi but no real
nickname
Favourite biscuit
McVities Dark Chocolate Digestive
Life Ambition
I’m gradually fulfilling my personal ambitions since I hit
40, like Download Festival at Donnington – main ambition
is to see all the Islands of Hawaii and the volcanoes
Page 13

Who’s Who?
You’ve already met the Founders and Directors so now
it is time to meet the rest of the team.
Kiran Mann
Role
Paraplanner
How long have you been in the financial services
industry?
I entered the financial industry in 2011 but didn’t get into
the business admin until late 2013
What did you want to be when you grew up?
Be a Policewoman
Proudest achievement
I raised monies for QE hospital by doing a Skydive – one
of the best experiences I have ever had
Nickname
Kiz
Favourite biscuit
A chocolate biscuit
Favourite motto
YOLO (You only live once)
Life Ambition
Travel the world
Gemma Oliver
Role
Senior Financial Adviser
How long have you been in the financial services
industry?
Since 2004 when I worked for a large high street bank
where I started as a cashier and worked my way up to
manager. I then moved into financial advice in 2009.
What did you want to be when you grew up?
Car designer
Proudest achievement
Successfully carrying two sets of twins. Professionally
I am a fully qualified financial adviser working towards
Chartered status.
Nickname
Jemima.
Favourite biscuit
Fave biccie has to be a chocolate digestive.
Favourite motto
Everyone you meet is fighting a battle you know nothing
about. Be kind. Always.
Life Ambition
To be a good mother, wife & friend. To be happy &
encourage those around me to be happy.
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Chris O’Meara
Role
Senior Financial Planner
How long have you been in the financial services
industry?
30 years
What did you want to be when you grew up?
Famous!
Proudest achievement
Being involved in a large injury settlement and the family
telling me my advice had made a real difference to them
Nickname
Unfortunately, I was known as Mad Dog - when I get
involved in something I am like a dog with a bone!
Favourite biscuit
Any!
Favourite motto
Is that the time?! – Seriously, I usually end all my sayings
with “good luck”
Life Ambition
Finish learning to fly a helicopter
Simon Westwood
Role
Head of Paraplanning
How long have you been in the financial services
industry?
Since 1989. Before that I studied accounting and
mechanical engineering with 15 years’ experience
manufacturing industry before entering the world of
finance.
What did you want to be when you grew up?
Engineer
Proudest Achievement
Catching a 20lb salmon after 7 years of trying
Nickname
I have one but I’m not telling!
Favourite Biscuit
I don’t eat biscuits, very often
Favourite motto
Be Prepared
Life ambition
Stay Single
Page 15

What makes the Wealth Design Group
different?
Open to ideas
In an industry dominated by
older advisers who are looking at
their succession plan, the team
at Wealth Design are always keen
to do things better, smarter and
ultimately to constantly improve
their level of service. One recent
innovation is investment into an
app to support their clients which
will give them access to their
portfolio details. In addition, the
app will capture client feedback
upon which Wealth Design can
continually improve their service.
Industry Experts
Continued Professional Development
is essential for all financial advisers
and needs to be evidenced
to retain adviser status. David
Philips chairs the Staffordshire &
Shropshire PFS Committee. The
PFS, Personal Finance Society is
the UK’s professional body for the
Financial planning profession. This
commitment at the top of the
organisation demonstrates a belief
that in such a rapidly evolving
financial marketplace advisers
need to invest time and energy in
constantly building their knowledge
and skills to best provide for their
clients.
Staff development takes place
through educational sessions with
industry experts both on a one-toone
and one-to-many basis. Kiran
Mann is currently training to become
a paraplanner and advisers in the
team regularly take assessments
to enhance their knowledge and
professional standing.
Citizenship
Both inside and outside of work the
team at Wealth Design are committed
to support the local community. They
are sponsoring the Tony Christie
Golf Day which supports the Sutton
Coldfield Cancer Support Centre.
Steve Bennett is a vice chair governor
at Meadows Primary School, Ketley,
Telford. Steve undertakes an annual
100 mile bike ride for charity and this
year he will be joined by Andrea.
Meanwhile on the outskirts of Lichfield,
Director David Philips is going the
extra mile! David is a School Governor
at Whittington Primary School and
the school is currently raising funds
to participate in The Daily Mile, a
movement that is encouraging physical
activity as part of everyday school life.
The aim is simple – for schoolchildren
to run a mile at school every day. With
only has a small playground, the school
is aiming to raise funds to build an allweather,
hard-surface track around the
edge of the existing playing field.
Page 16

A Day in the Life of
Streetly Office
Fiona arrives in the office to get
on top of things
Office officially opens
Mr and Mrs Parkes come into the office to
discuss their retirement plans with Scott.
6.30am
8.30am
9.00am
9.30am
Cannock Office
The team arrives
in the office
Office officially opens
Gemma rings Simon from her base in Wales to
discuss a client case and their investment options
Chris makes everyone
a cuppa
10.00am - 12.00pm
Hannah from Mischievous Marketing
comes over to discuss the current
marketing requirements with David,
Steve and Kiran.
Birmingham-based solicitor, Leanne, comes
in to visit Chris O’Meara to give a briefing
about a client case she is working.
Scott nips out for the lunch run.
Scott leaves the office as he has two
meetings this afternoon
Discretionary Fund Manager, Lisa, comes
over to discuss a case with Chris
Chris leaves the office to visit
John and his family.
Office officially closes
Scott Fleming is writing up notes following
his client review this afternoon
11.00am
12.00pm
1.00pm
1.30pm
2.00pm
2.30pm
3.30pm
4.00pm
5.00pm
6.00pm - 8.00pm
7.00pm - 9.30pm
Post arrives in the
Cannock office
Mrs Oakes comes into see Steve to
discuss planning her legacy
Mr Jukes arrives to see David about a
pension transfer which he is undertaking
David and Steve go to see their accountant,
Logan, for a mid-year financial review
Kiran and Fiona catch up on the phone
about the current priorities for each office
and how they can support each other.
Office officially closes
David and Steve attend a local professional
network seminar event
Page 17

What’s Next?
Significant growth or expansion and potential to sustain this
This storybook shares where the Wealth Design are currently and the next steps we see in our journey are as follows:
Develop Specialisms
Capitalise on our specialisms,
in particular Personal Injury
and Clinical Negligence
to further develop our
reputation with Professional
Connections.
Geographical
Expansion
Develop our profile and
activity in Wales, headed
up by Adviser
Gemma Oliver
Enabled by Technology
Encourage engagement with our app, to give clients the
information they need as and when they need it and also
feedback on how we can improve our performance.
Proactive in our localities
Around our office locations step up activities to increase our profile
and contribute to the local business community. For example, we are
sponsoring two charity Golf Days in different locations.
Marketing Phase Two
With an established client base, we are looking at revamping our
marketing approach so that our marketing messages are told from
our clients’ perspective and features their stories rather than ours.
This will underpin a shift in our marketing messages and support the
development of case studies. It will involve having photographs taken
of clients in their environment and talking through their experiences.
This is a significant investment but will further differentiate Wealth
Design from other players in the Financial Services industry.
Page 18

“…And it’s goodnight from him.”
What is most important to us as we grow the business is that
we continue to deliver the excellent level of customer service
which we founded the business on.
Each client should feel confident that we are there to support
them throughout their life and we must ensure we have the
capacity to deliver on this.
It is essential for the team to feel that they make a difference
as well as for the clients to observe through our behaviours
that they are valued.
Steve Bennett
Director and Co-founder
Page 19

HUNTER & CO.
The Story so far
Wealth Design Ltd
Lagonda Suite | Virage Point |
Green Lane | Cannock | WS11 0NH
Telephone: 01543 571238
Email: info@wealthdesign.co.uk
Web: www.wealthdesign.co.uk
Hunter & Co. (IFA) Ltd
46 - 48 Thornhill Road | Streetly |
Sutton Coldfield | B74 3EH
Telephone: 0121 353 4856
Email: info@hunterwealth.co.uk
Web: www.hunterwealth.co.uk
Wealth Design Limited is registered in England (Company No. 09198203) and is
authorised and regulated by the Financial Conduct Authority. FCA No 647119
Hunter & Co (IFA) Limited is registered in England (Company No. 03673023) and is
authorised and regulated by the Financial Conduct Authority: FRN No. 191615