Lightside Brand book_B (2)

2020 BRAND BOOK

Discover a positive take on financial planning

NO wolves
beyond

this point

LIGHTSIDE FINANCIAL PLANNING ISN’T ABOUT FEAR-MONGERING
Nor is it about out jargon-ing you.
We know that talk of portfolios, retirement funds, investment risk etc is daunting…
We just don’t believe it has to be.
After all why shouldn’t financial advice be simple, friendly and accessible to all?
Take a walk on the Lightside and discover a better way to finance.

...let us shine a light on what good
financial planning thinks, sounds
and looks like

Light-minded
thinking...

N.01 BRAND
BUILDING
BLOCKS

- Brand Belief
- Brand Pyramid
- Behaviours & Values
- Tone of Voice

NO.1 | BRAND BELIEF

At the
Lightside
we believe
that financial
planning
shouldn't
be scary…

NO.1 | BRAND BELIEF

WE BELIEVE...

Financial advisors play a duplicitous card –
they ‘sell’ protection but the risk is all yours.

How is that fair to those who’ve earnt their way through life?
To them, risk is the enemy.

The life they’ve built is a reflection on their work ethic, hours committed
and sacrifices made. For a grafter, comfort and security is the goal and must
be protected at all costs.

No request for advice should ever result in a serving of confusion and headaches.
A meeting with a financial adviser should never carry dread, fear or boredom.
We believe in ridding financial planning of this fear factor.
In combatting this two-faced vicious circle that creates nothing but uncertainty and reluctance.
In place of perceived double dealing, trapdoors and skulduggery, we bring ourselves.
We exist to serve those who’ve built careers serving others, not to overwhelm or intimidate them.
Treated like friends, protected like family, when it comes to your money, we take on your goals, aspirations
and fears as if they were our own.

We are financial fear fighters

NO.1 | BEHAVIOURS

Here to take away
financial nasties...

B E H AV I O U R S

Straight-forward soothes
We’re here to help you make sense of your money, simply, easily and freely.
We don’t hide behind jargon or fancy suits.
We don’t do our business on the golf course (though we don’t mind a round for fun).

Proactive pays dividends
We don't expect our clients to know it all, we're here to lead them.
We seek solutions for our clients even when they haven't asked.
We're constantly looking for the best way to improve our clients experience and wealth.

Kindness is our currency. Straight-forward
We put you at the heart - it’s not about us. Proactive
We make sure our clients are comfortable and never take unnecessary risk.
We feel strongly about a no vulture culture and are always open, honest and kind.

Kind

NO.1 | VALUES

OUR VALUES

Empathy | Decency | Expertise | Graft

To help our clients we We play fair, never trying We might not look or We work as hard as our
first have to step into to out smart, undermine sound like the other clients do and grafters
their shoes. After all or get one over on our stuffy corporate financial know grafters.We're
everything we do is clients. Life is tough advisors but make no working for them so they
about them not about us enough without feeling mistake we are experts can really benefit from
and each plan as different on the back foot with at what we do with our their years of graft.We
as is each life.We know your financial advisor. chartered status, staying don't take their custom
finances can make Fairness and morals up to speed and always for granted - they've
people fearful, we get it matter to us. on top of the latest worked hard for what they
and feel it in what we do. developments. have and we respect that.

...and make you feel more
'phew' about your finances

NO.1 | TONE OF VOICE

Fear removal not
fear mongering...

At the Lightside we deal in fear-free financial advice.
Meaning we remove the fear of the murky world
of financial advisors inhabit, making things simple,
accessible and based on real life.
From fighting the dark side (our enemy).
To presenting the Lightside (us)
On the Lightside of financial advice we break down
barriers not put up walls of jargon.
We speak simply, clearly and with a personal touch
that is relatable, real and reassuring.

NO.1 | TONE OF VOICE

HOW WE SPEAK

01. Down to earth

We are real people working with real people.We shine a light on that where we can with personal touches
and references to our down to earth nature.

02. Candid

We don't shy away from difficult conversations nor are we afraid to point out the wrongs of the industry.
A breath of fresh air in a hitherto foggy sky.

03. Clear

We speak simply, clearly never resorting to unnecessary fluff or jargon just to come across as clever -
we already are.

04. Calming

We use positive words, analogies and phrases to create a calming environment for our clients battling the
fluster and fear of the industry.

NO.1 | TONE OF VOICE

THE F INE LINE OF FE AR & FR I E N D LY

We have a scale of tone to ensure we are getting the right tone in the right place.We call this the scale of 'fight or light'.
In Fight mode - we dial up our belief and our enemy. In Light mode - we dial up our personality - friendly, fun, accessible,
positive and reassuring.

When in battle against our enemy (the murky world of financial advice) we showcase what
we’re not to shine a light on what we believe is wrong with the status quo.Whenever we
shine a light on the negative we always bring it back to a positive solution - what we do at
the Lightside.

These messages showcase our beliefs and values.They appear mainly where our enemy
exists and internally as mantras to keep us on course.
fight
WEBSITE WEBSITE LINKED IN INTERNAL

No Wolves No trapdoors No rogues in No Vulture Culture
brogues
We know financial For what it's worth... We don’t work from a
matters can be scary, that's what we charge. We believe in good, ‘your loss is our gain’ point
Nothing hidden. No honest financial advice. of view.We’re not circling
but let us reassure
you that there are confusing structure. We keep it friendly waiting for disaster to
no wolves in sheep's Just clear, honest and focused on you. strike to step in and benefit
clothing here.We're Nothing to fear, no from it.We’re here to give
in it for your interest pricing from the start. briefcases or brogues good, honest advice from
whatever point you need it.
not ours. to hide behind. After all, we like to sleep at

night too.

NO.1 | TONE OF VOICE

Coffee before Welcome to a Lighter on the We don’t bite… light
contracts judgement-free zone jargon Space to breathe
Nothing to hide
Fools rush in and we're We're not here to Financial planning can No money worries
no fools. Before anything judge how well you be confusing enough Good things are coming…
is signed we insist on a understand your financial without the jargon. Let’s keep it light
coffee at the very least affairs, we're here to help Which is why we'll Just a little note...
so we can get to know you move forward with keep it smart, simple
your needs face to face, peace of mind.We've and focused on you.
after all your money is seen it all and know we
personal. Fancy a coffee? can help.This is a safe Fancy a real chat?
space, step inside.

WEBSITE OFFICE POSTER AD STATIONERY & DOCS

When talking about ourselves to clients we present as a beacon of positivity.
Shining a light on the positive things we do.
Connecting people with our products in positive ways that relate to real life.

This is how we talk to customers whether on our stationery, in presentations or in marketing comms.

NO.1 | TONE OF VOICE

OUR SOCIAL SIDE

The Lightside aren’t another faceless financial corporation.We are real people.
When we appear on Facebook we dial up the lighter side of our personality to connect and engage on
a human level.Whether that be through meaningful human stories, humour or simply being friendly.

Examples: Mark’s story

Janet’s story Mark takes his coffee milky but strong with one sugar (but
Janet has been a client of ours for 4 years and counting, he actually prefers a good old tea) and he likes his contracts
though we prefer to call her a friend. jargon-free.
When she came to the Lightside she was certainly a bit
p**sed off with the search for a financial advisor who He came to us with the thorny issue of how to plan ahead
would actually listen.We heard you Janet. Now we’re to fairly split his wealth between his two sparring teenage
practically family. kids and ensure they paid as little inheritance tax as possible.
He was 55 at the time, but planning for the worst is Mark’s
Fun, free speciality - and the kids were quite determined...

10 years of coffee, chats, 2 weddings, 3 grand-kids (and the
trust funds that come with) and 1 retirement plan later, he’s
still with us…

frien

NO.1 | TONE OF VOICE

LIGHTSIDE OF FINANCE FUN The lighter side of retirement
(gif of someone regally riding an elephant or skydiving with g force face)
Social also gives us the opportunity to
dial up our positive, fun and friendly side, We’ve done the maths and you’re too young to retire
tapping into what people think but would # N E V E R (type based)
never say and having a playful dig at
ourselves through meme-inspired content. Fun-d - future money for the fun times
Each post intending to make light of the (stylish typography based meme)
stuffy world of financial advice and will be
supported with a caption that links to the Come to the Lightside (star wars based meme)
Lightside’s ethos and a specific product.
What navigating cashflow analysis can feel like
ndly. (swirling numbers around head montage in brand style)

What Lightside financial advice feels like
(Expressions of relief and relaxation)

NO.1 | TONE OF VOICE

OUR PRODUC T S TORY It's not just
business...
Our personal finance products are
positioned on a life journey.
They are not just products but have
real impact on real life stories.
They are personal.

Product No.1:
Life ChangesTM

Welcome to Life ChangesTM our proprietry
model that puts you and yours at the heart
of financial planning. Because after all, it’s not
just money - it’s personal.

A combination of our deep dive life stage
auditing process and chartered status
expertise that results in real, honest advice
for any and all of life’s changes.There’s
nothing to fear when you come first.

NO.1 | TONE OF VOICE

HOW WE TAL K ABO U T O U R PRO DU C TS . . .
Examples:
Weddings and windfalls - (financial planning)
Whether it’s planning for your Child's future wedding, managing money you’ve come into or ensuring that your
family have money to come into in the future we can help.We base our advice on your life story because as in
life no two plans are the same.
Pensions & Pastries - (pension planning)
Are you ready to party like you’re nearly 65? Or simply enjoying the party and planning for it to continue long
into retirement? Let us shed some light on pension planning that is right for you - your life, your goals. But first,
let’s have a coffee while you tell us your story.
Birthdays and bonds - (investing for family)
From newborns to new bonds, a savings account for the grand-kids or a trust fund for the kids, let us get to
know you and yours and we’ll help you find the best way to leave your legacy.

it's personal

NO.1 | PROPOSITION

OUR PROPOSITION:

Financial fear fighters

A triple 'F'- threat to the darkside of financial advice

NO.1 | BRAND PYRAMID

NORTH STAR:
Fear-free

The Brand BELIEF: If ever lost or unsure consult
Pyramid Financial services creates a the pyramid and stay true
vicious circle of ‘fear and risk’ in order to everything we do.
The brand pyramid is to sell ‘rescue’ to honest folk. Mistrust and fear
our guide. It contains plagues the industry, and only 10% of British
all that we are from adults seek financial advice because of it.
north star to our But grafters have earnt their way through life - they
reasons to believe. don’t need ‘rescuing’.They need financial planning without
the dread or confusion attached to it.The overwhelming must
be manageable, the complex made simple and their values respected
over their ‘value’. Fear has no place in financial services

OUR CRUSADE:
To rid financial services of the fear factor, so that more people actively choose

financial advice rather than avoid it for as long as possible.

FOR SALE - THE WHAT:

Independent financial planning without the fear – where your goals, aspirations and concerns
are treated as if they were our own.

FOR SALE - THE HOW: FOR SALE - THE HOW:

• Cashflow modelling tool essential to process • Corporate Chartered status
• Completely independent + unbiased advice, with no • Plans are kept robust but simple
• N ever take more investment risk than is needed to achieve
restriction funds to inform the optimum recommendations
for individuals (whether on investments, insurance or mortgages) client goals
• Initial no-cost discussion
• Alternative finance options such as unsecured loans • Open, honest and transparent communication, with no jargon
and bridging finance • Warm and welcoming customer experience every time

TOV: VA L U E S : B E H AV I O U R :
Down to Earth | Candid | Clear | Calming Empathy | Decency | Expertise | Graft Kind | Proactive | Straight-forward | Comforting

SUMMED UP AS: STRAPLINE:
Fear-free financial planning
Solid financial advice over a cuppa, with the type of experts who are
more interested in listening than selling

Always
look on the
Lightside...

N.02 CREATIVE ASSETS

- Logo and usage rules
- Colour
- Typography
- Brand assets
- Templates
- Photography
- Montages

NO.2 | LOGO & USAGE RULES

Our logo HOLDING DEVICE

Our logo is a simple and positive word-mark made from flipped type to illustrate the duality of the Our logo can be contained in our
sector and that we represent the positive side of what is out there. Friendly and bouncy our logo also brand 'light beam' when and where
features 'pings' designed to represent a sunbeam for added positivity.The safe area consists of the it is needed.This is not the primary
diameter of the 'i' from the outer edge of each character (pings not included) use of the logo but only to be used
when a holding device is crucial
LEAD LOGO MINIMUM SIZE to the design or legibility of the
10mm w word-mark.

The minimum size the
logo should appear is
10mm in width, any
smaller and it starts to
become illegible.

FEAR-FREE FINANCIAL PLANNING The light beam device must
only ever feature in white
Our strapline is simply set underneath our word-mark outside of the safe or yellow and can appear
area in GILL SANS REGULAR + 150 tracking.The strapline is scaled at from any corner of the
the width of the word-mark and can feature apart from it where needed. comms it is used on.

NO.2 | LOGO & USAGE RULES

Don't go there...

DO NOT flip the logo DO NOT angle the logo DO NOT stretch or
vertically - we're not - we're playful enough skew the logo - it doesn't
called 'sidelight'. without a jaunty angle. look good on us.

DO NOT scale down DO NOT change the DO NOT change the
the logo when in the holding device colour - our shape or angle of the
holding device - we logo light shines bright in holding device - it just gets
like to be seen. yellow or white only. messy and confusing.

NO.2 | COLOURS

i

Pantone 2726C Pantone 319C Pantone 3935cp Colour changing
C83 M66 Y0 K0 C60 M0 Y16 K0 C2 M0 Y72 K0
R73 G90 B212 R46 G205 B220 R243 G235 B102 RGB and Hex colours are
Hex #4959d4 Hex #2ecddc Hex #f3ec66 designed for screen and
appear much brighter and
more vibrant than the print

counterpar ts.

Balanced Bright

Our colours feature a grown up and sophisticated base pallete
that is more of the sector to amplify reassurance, trust, comfort
and professionalism. Offset with our positive punk power colours
to demonstrate that we are different.These are our empowering,

ablrlightconfident, bright and friendly colours.

Pantone 2181C Pantone 5503C Pantone 566C Pantone 4174 C Pantone 657C Pantone 5493 C Pantone Cool Gray 1C
C81 M36 Y26 K38 C40 M8 Y9 K0 C25 M0 Y14 K0 C48 M1 Y19 K0 C19 M7 Y0 K0 C68 M23 Y28 K14 C10 M7 Y5 K0
R148 G184 B199 R185 G221 B221 R132 G194 B203 R200 G216 B251 R80 G135 B149
R44 G92 B113 Hex #94b8c7 Hex #b9dddd Hex #84c2cb Hex #c8d8fb R217 G218 B228
Hex #2c5c71 Hex #508894 Hex #d9dae4

NO.2 | TYPOGRAPHY

Our typography features a mixture of sophisticated, yet friendly modern serif typeface Lust and the clean, classic and informative sans serif
typeface Gill Sans.This mixture gives us a balanced feel of friendly yet stylish.The Lust typeface has some beautiful characters allowing us to be
playful with scale, creating bold typographical features.

Headlines in Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Lust Regular Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy
Zz 1234567890 _=-!@£$%^&*():{}'|"<.?/~` []:\

Body copy in Gill Sans Light

"Pull Lorem Ipsum is simply dummy text of the five centuries, but also the leap into
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
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SUBHEADS IN GILL SANS REG +100 TRACKING
(CHARACTER SPACING) O R G I L L S A N S L I G H T + 1 5 0

beautiful

NO.2 | BRAND ASSETS

Graphical Devices

We have 2 types of brand assets at our disposal - our graphical devices and our positive punk assets. Our graphical devices are
born out of the brand logo and are designed to represent the positive side of our brand.We use these assets to frame or hold
type and imagery, as part of our brand montages or simply to make a bold graphical impact on the page.

PORTRAIT

LANDSCAPE

ORIGINAL

SUNBEAM PINGS LOGO 'L' 'LS' MONOGRAM THE LIGHT BEAM

Representing positivity - Isolating the first letter Shorthand of logo creating an Representing shining a light on the scary - A
can be used to hold or of the logo as a graphical ownable device and interesting ray of light in the dark.There are several
frame imagery or just as asset - can be cropped to graphical shape. Can be used as simply adaptations of this shape to use across
create a space for type or an interesting shape or to form a landscape, portrait or square when not
graphical element holding device for our montages. used as a logo. Can be used to hold type,
used to hold imagery
cropped into to create dividing space, hold
imagery or simply add colour to a page.

NO.2 | BRAND ASSETS

Positive punks

Our secondary brand asset palette consists of varying graffiti
elements.These allow us to show what we're not - through
crosses, scribbles and strike-throughs and to reinforce what
we believe in through smiley faces, hearts and flowers.They all
add up to create provocative but positive visual language that
suggests we are making a stand against convention.

NO.2 | TEMP LAT E S

Creating templates from the assets

Our brand assets help us create interesting templates and
shapes to play with when cropped for creating playful layouts
and backgrounds.

NO.2 | TE MPL ATE S

Image frame templates

Images can be framed using our 'light-beam' to create a branded template when posting
images online or to create interesting image crops in print. Below are a few examples of how
the light-beam can be used in various ways to create branded frames for standard imagery.

NO.2 | PHOTOGRAPHY

Fear & loving...

Our photography works on the same scale as our tone of voice
the fight or light scale. At the fight end we use sector cliché
imagery that we use to highlight the wrongs, what we're not and
what we're against.

FIGHT From images of cheesy business men in suits and cityscapes to
wolves and vultures as conceptual manifestations of fear in finance.

At this end of the scale the images we use are always treated in
black and white to represent the bleak and dreary world that we
are not part of.

When we use this imagery it is always treated with assets or as
part of our brand montages (see next page)

At the light side of the scale we use unexpected reportage NO.2 | PHOTOGRAPHY
style imagery representing real life stories; positive, human, fun.
LIGHT

From images of key life moments, pets and kids to coffee and
pastries.This end of the scale represents the life journey our
clients are on and the fear-free service we provide through
personal touches.

At the light end of the scale we can introduce warmth and colour
into our photography choices as well as black and white imagery.

...in our photography

NO.2 | TREATME N T

From blah to ahhh...

W HAT WE DO WIT H
OUR PHOTOGRAPHY

We are financial fear removers.
So when we use photography chosen to
incite the fear of the industry and hold
it up as our fight we need to put our
positive spin on it.
Enter our positive punk brand assets...
We treat our 'fight' photography with the
brand assets to convey what we're not.
Either containing it within the shapes of
our assets or overlaying photography with
them.
Adding the 'light' to the darkside.

NO.2 | MONTAG E S

Every montage tells a story

Our black and white photography conceptually showcases the 'norms' that are wrong with the industry or the concept we
are communicating.When it all comes together we create a visual story through a montage style.

BELIEF PRODUCTS

Our belief based montages tell a story of what we're not in Our product based montages are designed to tell a more positive
a conceptual way. For example we're not vultures waiting to story of the personal service that comes with your financial advice.
pounce and we're not wolves in sheep's clothing.We support Whether it's coffee and cashflow or pensions and pastries - we
these base montages with our brand assets crossing out the fear combine the fear inducing business talk with a personal, humanising
inducing aspects of the visual. touch to create a level of comfort when we present our expertise.

NO.2 | SOCIAL PHOTOGRAPHY For posts about our service, starting with coffee
For posts about deciphering your money
Keep it
light- For posts about celebrating life
hearted For posts about being covered, security, rainy days

PHOTOGRAPHY FOR SOCIAL MEDIA

For lighter content and where it's not right
or appropriate to create or use our mon-
tages and treated images we have a suite of
principles for quick image posts.
Think bright and light...
- Can a positive life story be attached to it?
- Does it relate to our product or service?
- Does it tonally fit with the brand pallete?
- Does it conceptually convey fear-free

financial advice?
- Does it feature bright yellow?

For posts about progress NO.2 | SOCIAL PHOTOGRAPHY
For posts about life stages

For posts about travel plans and wanderlust

For posts about 'when life gives you lemons' For posts about rainy day funds For posts about focusing finance on life not fear
positive turnaround stories

N.03 BRINGING IT TOGETHER

- Office Examples
- Document Examples
- Stationery
- Website
- Comms examples
- Overview



NO.3 | OFFICE EXAMPLES

WELCOME TO THE LIGHTSIDE...

NO.3 | OFFICE EXAMPLES

STEP INSIDE...

NO.3 | OFFICE EXAMPLES

MAKE YOURSELF
COM FORTABLE. . .

NO.3 | OFFICE EXAMPLES

TAKE A S EAT, HOW C AN WE HEL P? . . .

NO.3 | OFFICE EXAMPLES

B EFOR E WE START, C O FFE E ? ...

& MAYBE A PAS TRY? . . . NO.3 | OFFICE EXAMPLES

. . . AHH H T H AT ' S B ET T ER

NO.3 | DOCUMENT EXAMPLES

LET US EASE
YOU INTO
WHAT W E
DO...

. . . AN D G IVE YO U S O M ETHIN G TO TAK E AWAY NO.3 | DOCUMENT EXAMPLES

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NO.3 | DOCUMENT EXAMPLES

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P R E S E N TAT I O N . . . .

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NO.3 | WEBSITE EXAMPLES

HOMEPAGE C AROUSEL SLIDE 2

LIFE CHANGESTM S E RV I C E S PA RT N E R S H I P S ABOUT US

FEAR-FREE FINANCIAL PLANNING

Good things a

And we’re here to help you ma
financial advice based on your li
you and yours - the more we c
financial future you deserve.
We’re here to help you plan for

Life Changes™

WA N T TO GE T S TA RT E D?

HOMEPAGE C AROUSEL SLIDE 3

LIFE CHANGESTM S E RV I C E S PA RT N E R S H I P S ABOUT US

FEAR-FREE FINANCIAL PLANNING

No trapdoor

For what it’s worth... that’s wha

Nothing hidden. No confusing
pricing from the start. Our initia
completely cost and obligation
down to earth chat to find out
so our advice is tailored to wha
not what we need to sell.

LET’S H AVE A REAL CH AT

Welcome to fear-free NO.3 | WEBSITE EXAMPLES
financial planning
Not your
everyday We believe financial planning shouldn’t be scary,
nor should it be all about us.
IFA
Whilst we provide fantastic pensions, investments,
income protection, mortgages and equity release
products; we won’t talk about them until we’ve
talked about you.There’s nothing to fear when
you come first.

FANCY A CUPPA?

C AMPAIGN/PRODUCT PAGE

Not one for talking? LIFE CHANGESTM S E RV I C E S PA RT N E R S H I P S ABOUT US GET IN TOUCH CLIENT LOGIN

GET IN TOUCH CLIENT LOGIN We of course have a suite of fantastic financial products designed to take you to financial ‘phew’,
so if you’re not in the mood for a chat right now just scroll down for more info.

PENSIONS INVESTMENTS Life Changes™

INCOME Not our
PROTECTION life story...
Yours.
are coming… 01 Are you ready to party like you’re nearly 02 Lorem Ipsum is simply dummy text 03 Lorem Ipsum is simply dummy text
65? Or simply enjoying the party and of the printing and typesetting of the printing and typesetting Welcome to our proprietry model that puts you and
ake the most of them with planning for it to continue long into industry. Lorem Ipsum has been the industry. Lorem Ipsum has been the yours at the heart of financial planning. Because after all,
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can help you plan the bright pension planning that is right for you - since the 1500s, since the 1500s, A super combination of deep dive life stage auditing
your life, your goals. process, our experience and chartered status. that
r all shapes and sizes of results in real advice for any and all of life’s changes.

PLAN NOW GET COVERED GET STUCK IN I T’S SI M P LE REA LLY...

Want more? see all of our services here ...before we plan, W H Y L I F E C H A N G E S TM M AT T E R S ?
we listen.
The more we know about where you grew up and how you built
Nothing to fear... your business; about the daughter who’s just started at Liverpool John
Moores and the son who’s about to buy his first home.
F INA NCIA L P LA NNING SH O ULDN’T B E SC A RY
The more we know about the grandchildren who are the lights of your
We believe in good, honest financial advice. life, or the exotic travel plans for a 60th birthday bucket list and the
We keep it friendly and focused on you. no-rest-for-the-wicked retirement you have in mind - the more we can
Nothing to fear, no briefcases or brogues to hide behind. help you plan the bright financial future you deserve.
Just a good cuppa and a chat to set things in motion.
Shall we get the kettle on? And well simply because life changes and when we know the nitty
gritty we can create you the most robust plan that will allow you to
get in touch make the most of all the roads on your journey.

GET IN TOUCH CLIENT LOGIN

NO Coffee before
vulture contracts
culture
Proper financial planning with someone who really knows what matters
rs... ADDRESS Quick LIFE CHANGESTM to you, shouldn’t be difficult or scary. Our initial consultation (which is
links S E RV I C E S completely cost and obligation free) is a simple, honest, down to earth chat
at we charge. First Floor PA RT N E R S H I P S to find out what matters to you so our advise is tailored to what you really
73 Liverpool Road ABOUT US want, not what we need to sell.
structure. Just clear, honest Crosby, Liverpool GET IN TOUCH
al consultation (which is L23 5SE Life Changes™
n free) is a simple, honest,
t what matters to you T: 0151 372 0161 SHALL WE POP THE KETTLE ON?
at you really want,
Mark’s story...
FEAR-FREE FINANCIAL PLANNING
Mark takes his coffee milky but strong with one sugar (but he actually prefers
HOMEPAGE BELOW THE FOLD “Nothing is too a good old tea) and he likes his contracts jargon-free.
much trouble for He came to us with the thorny issue of how to plan ahead to fairly split his
them. They have wealth between his two sparring teenage kids and ensure they paid as little
your interests inheritance tax as possible. He was 55 at the time, but planning for the worst
at heart” is Mark’s speciality - and the kids were quite determined...
10 years of coffee, chats, 2 weddings, 3 grand-kids (and the trust funds that
MARK BENSON - LIVERPOOL come with) and 1 retirement plan later, he’s still with us…

Tell us your Life Changes™

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