Fidelius, the Bath-based advisory firm, today (17 February) unveiled “significant” expansion plans with a business rebrand.
With the backing of Swedish wealth manager Soderberg & Partners, which took a minority stake in the business last year, Fidelius said it plans to double assets under management by 2029 and is on track to become a top 20 IFA by size within the next few years.
It will also widen its client service propositions to provide value adding services to those clients typically sidelined by traditional advice firms.
As well as a new logo, Fidelius will unveil a new website, brand colours and language including a new slogan: ‘Make it happen.’ The slogan represents a proactive approach and a focus on togetherness, acting as a call to action. It shows that Fidelius can help clients achieve their dreams.
As it moves into a new phase for the business, Fidelius will target both organic and inorganic growth through:
• IFA acquisition
Acquisition and recruitment of established advisers and businesses looking for a new home to facilitate future growth and value.
• Client referrals
A consistent lead flow from well-established affinity groups and professional introducers such as tax advisers, accountants, solicitors.
• State-of-the-art technology to deliver “unparalleled” client service, supported by the expertise of Soderberg & Partners.
The firm said it was “proud of its history of nurturing talent and giving employees at Fidelius the opportunities, support, and tools to grow. The company is keeping the needs of clients front and centre: using simple language as part of its rebrand will make financial planning more accessible to a broader client base.”
Ian Fowler, chief executive officer said: “We decided it was time to update our branding because the business has really turned a corner recently and we wanted to better represent who we have become. As we refresh our brand identity, we will be retaining the Fidelius name, and we remain proud of our history of helping people achieve their financial goals.
“Our updated branding allows us to step into our next chapter as we look to help our clients build the lives they want with confidence.”
Duncan McKillop, director of corporate development added: “Our aim is to bring financial planning to as wide a demographic as possible, offering a range of services specifically designed for the various needs of our differing client bank.
“The rebrand we are announcing today reflects our inclusive values and is more relevant to the fast-growth company we are today. But we couldn’t succeed without the support of a great team: everyone in our organisation makes an important contribution towards our ultimate goal of great client service.”
