Social media is a must for the modern adviser, according to Freddie Winter, who started up Gratitude Financial Planning in 2022.
Before setting up the firm he started an Instagram page, NiceGuyMoney, which he said has helped him to bring on new clients.
The 34-year-old said he is passionate about the profession and wants to change perceptions financial advisers are trying to “rip off” clients.
Winter sat down with FT Adviser’s Coffee Corner to chat about his experience of setting up his own directly authorised firm.
What brought you to the financial planning space?
Winter said entering the world of finance was a “natural progression” after studying economics at university.
He was encouraged by his family not to pursue farming, which is his family’s background.
Winter started work at the Coutts grad scheme, spending four years at the firm.
“It was pretty awesome for someone wanting to go into personal finance,” he said.
“We got to see the investment side and the financial planning and wealth management side.
“I found I preferred the financial planning and advice side of things - probably because of the human element.”
After some time in London, Winter moved back to Leicestershire where he spent around five years working for financial planning firms before deciding to set up on his own.
How did you find starting your own business?
“The first year was tough, I started from pretty much nothing,” said Winter.
While he was getting set up most of his clients were friends and family, but said social media has been a help in getting going.
“I focused on sales which isn’t my background,” he said.
Despite saying yes to clients he would not have in the start, Winter said he now works with around 30 client families.
“The social media side of things and having referrals has been really helpful,” he added.
How have you used social media to grow your business?
Winter said it was key for people to have a strategy of how to win clients.
He said setting up his Instagram page before setting up the business gave him the confidence there would be leads out there.
While Winter said with his 1,900 followers he is far from a ‘finfluencer’ himself, he feels there are others who are who post “unhelpful and misleading” content.
“It has been surprising how many people who follow me aren’t actually clients but have recommended me to friends,” he said.
“My view is we’ve got to be using social media. Fewer people are Googling stuff and even less are using local directories.
“More people are turning to social media. It also makes your more approachable, people are seeing you talking and feel that they know you.”
What would your advice be to someone who wanted to use social media more?
Winter said adding a touch of personality was key for success when it came to using social media.
“You should do it less from a business account and more from a personal perspective," he said.
“With Nice Guy Money I am trying to get people away from this view that financial advisers are trying to rip you off and show there are advisers out there who are trying to help you out.
