Business model
Brooks Macdonald was founded to give clients wealth management, driven by purpose and principles, and that remains as true as ever. We have defined our purpose as realising ambitions and securing futures for all our stakeholders. We work every day to protect and enhance our clients’ wealth through high-quality investment management and financial planning, underpinned by exceptional client service.
Our key resources
Who we work with Financial advisers (Intermediated)
Expertise
Advisers select Brooks Macdonald because of the resources and capabilities we deploy in protecting and enhancing their clients’ wealth. The adviser determines which of the firm’s services is most suitable for the client, based on their risk profile and their financial objectives. We implement the service selected and work with the adviser to ensure the client’s portfolio is managed appropriately. In some cases, we provide a white-labelled service for the adviser, typically based on model portfolios or unitised solutions. We build strong relationships with our advisers and can, on occasion, provide a potential exit route for those looking to sell their business. Private clients (Direct) Some clients approach us directly for financial planning, where we work with the client directly to understand whether they need one-off advice or more regular financial planning. We can provide both ‘restricted’ advice, including the provision of our investment management services if they are suitable for the client, and independent ‘whole of market’ advice where appropriate to the client’s needs. In all cases where we provide an investment management service, we manage the client’s portfolio with the same investment rigour. We deliver consistent robust investment performance through our Centralised Investment Process and exceptional client service through the client-centric, ‘can-do’ attitude of the people we recruit.
We have deep expertise in investment management and financial planning. We apply that expertise through our investment process, whether working through intermediaries or directly with private clients, to ensure that each portfolio is managed to meet the client’s risk profile and requirements, and ultimately, to meet their long-term needs. People Our people are our greatest strength and we focus on attracting and retaining the best talent in the industry. We work to increase the capability of our people continuously, across all levels of the organisation, through a combination of developing our internal talent and making selective key hires, and we have a powerful mix of long-term Brooks Macdonald experience and fresh ideas from elsewhere. Culture Our client-centric culture is driven by our guiding principles: we do the right thing; we are connected; we care; and we make a difference. These principles underpin everything that we do.
Centralised Investment Process
Our Centralised Investment Process is core to delivering our best ideas consistently to all our clients through collective asset allocation and asset selection processes, supported by a set of investment rules that guide our decision-making. Financial resources Brooks Macdonald has a strong balance sheet and supportive shareholders. The business is highly cash‑generative and has zero debt.
16 Brooks Macdonald Group plc Annual Report and Accounts 2024
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