The whole wealth management industry has had to adapt

As well as growing her own vegetables at home in Kent, she is a strong advocate for growing businesses and people.

Having stepped into her current role just over a year ago, the wealth management firm has already grown in size. KW Wealth recently agreed to buy Beverley-based IFA Marchant McKechnie, marking its seventh regional presence to join offices in London, Manchester, Cheltenham, Maidstone, Brighton and Worcester – and in Johannesburg, South Africa.

She says: “We have one simple goal: to protect and grow our clients’ wealth.

“We are now at the stage where we have a clearly defined investment management group that deals with institutional fixed income. We have an equity side as well that deals with discretionary fund management. This has the capacity to take on new business.

I think over the next five years we will continue to have acquisition opportunities for companies that fit into our strategy.Marianne Ismail

“At the same time, there are also financial planning opportunities as people are seeking advice on inheritance tax, pensions and even to manage school fees.

“The critical area of winning clients is to offer that advice. We can offer a client financial planning advice on pensions, for example – and help them to manage it.”

Organic growth

Armed with a strong balance sheet, Ms Ismail explains that KW Wealth wants to grow organically by adding people to the business and exploring acquisition opportunities in companies that are attractive to buy. 

She says: “The financial planning business is full of opportunities that can add to our business, and we need to find the right people who are client-oriented and meet all of our various regulatory requirements.

“There certainly will be acquisitions – this business will have a lot of change. There are already several opportunities coming across our desk in the UK.

“I think over the next five years we will continue to have acquisition opportunities for companies that fit into our strategy.”

With expansion in mind, the firm rebranded from European Wealth in September 2018. Ms Ismail explains why it made perfect sense.

“We were looking to where the best opportunities lie for the business, and we came to the conclusion that they lay in the UK,” she says. “We are optimistic about prospects for growing our business here and in the US, as it’s the largest global wealth management market in the world.

“Our strategy is to build our financial planning business in both these areas. So the name European Wealth no longer suited, and with all the changes in regulations globally over the past few years, it didn’t make sense.”

Moving with the times

Launched in 2011, KW Wealth’s roots stem from traditional values. Ms Ismail highlights there are some old-fashioned routines that have not been forgotten. The firm still has quarterly face-to-face update meetings with strategists, investment managers, financial planners and clients to keep them updated on the industry.

But it is now keeping up with the times by investing in technology.

“Our business was very paper-based and it took a long time. Now we have automated this by giving iPads to our investment managers and planners. The collection of data is done electronically so we can take clients on board 10 times quicker,” she says.

“We need to stay one step ahead with technology as clients look for all the information you can give them. We have to provide for a variety of requirements – whether paper-based, online or email.”

As well as adapting to the changing times, Ms Ismail acknowledges the role of advisers has to change too. “The whole wealth management industry has had to adapt as we are in a more complex environment. There are now a lot more opportunities in providing advice to clients and a need for more qualifications to be able to do this,” she notes.

“The biggest challenge in financial planning lies in keeping up with legislation. To help do this, we have constant training programmes, which we run once a month. Plus we all get together to talk about what we can do better. In this business, you can’t stand still.”

Growing people

As a trained teacher and pro-chancellor of the University of Greenwich in London in her spare time, it is no surprise Ms Ismail is passionate about educating others.

“At KW Wealth, we employ women who are unable to come back to work full time. They take time to train and then start work when they’re able to. Our focus is on identifying talent early and providing mentoring,” she adds.

As only one of the few female chief executives in the finance industry, and a mother of two children, Ms Ismail also champions women in the workplace.

She says: “I’m very supportive of encouraging women to take top positions. I believe in the next 10 years, we will see significant progress in the industry.”

Girlie Garduce Burn is a freelance journalist