“The second thing is, financial advice and coaching is a relatively unbranded industry.
“So by partnering with an employer who does lots of due diligence on us before they launch us as a benefit, it gives people confidence that they don’t have to say, ‘Are these people going to help or can I trust them?’ Because the employer’s done that work for them. So they will actually engage and then get the help they need.”
Although Octopus Money offers coaching and advice, Handcock says building a book of advice clients is not the brand’s endpoint. “Our endpoint is: we think there’s a massive gap in the mass market because no one has anywhere to go for help with their money.”
Shave at Evelyn Partners cites a similar goal. “As a firm we’re passionate about ensuring financial education gets out to the masses, and think that doing it through employers is a key way to achieve that.”
Chloe Cheung is a senior features writer at FTAdviser
