He Built 40 Clients in a Library. Now He Manages £58M AUM

This week on the Financial Planner Life podcast, Sam Oakes speaks with James Westpfel, a financial planner at Foster Denovo, who shares his career journey from self-employed to employed and how going hyper-local helped him build a thriving client base from scratch.

After 22 years working in a building society, James made the leap into self-employment. With no client book and no lead funnel, he turned to his local community for opportunity. His strategy? Show up in person, build trust and offer financial guidance where people needed it most.

By setting up a weekly financial advice clinic in a local community library, James became a familiar, approachable presence. That hyper-local client strategy helped him win over 40 clients organically, through word of mouth and relationships built face-to-face.

In this episode, James opens up about:
✅ His transition from redundancy to retraining as a financial planner
✅ The highs and lows of being a self-employed financial planner
✅ How he used a hyper-local strategy to win clients and build trust
✅ Why he moved to an employed role at Foster Denovo
✅ How structure and support have helped him thrive, managing a book of 170 clients
✅ What financial planners should consider when choosing between self-employed and employed paths

If you're exploring a financial planner career, looking for new ways to connect with clients, or considering the realities of self-employed vs employed advice, this episode is packed with insight and real-world experience.

00:00 – Intro: Why finding clients is the hardest part  
00:30 – Redundancy after 22 years in banking  
01:45 – From cashier to branch manager: James’ early career  
04:00 – The reality of high street banking and community connection  
06:20 – Is banking still a good route into financial planning?  
08:00 – Retraining at 42: Overcoming fears and starting again  
09:40 – Finding opportunities after qualification  
10:20 – Choosing the self-employed route in financial advice  
11:30 – The biggest challenge: confidence and standing out  
12:40 – The hyper-local idea that changed everything  
14:00 – Setting up a financial advice clinic in a community library  
16:00 – Becoming “The Library Guy” and winning 40+ clients  
18:10 – Why James works with clients of all wealth levels  
19:40 – Building a referral network with care and integrity  
22:00 – Hyper-local visibility: how trust builds trust  
24:00 – Connecting with local businesses and schools  
26:30 – From library pop-ups to career opportunities  
27:20 – Why James chose to join Foster Denovo  
29:00 – Managing 170 clients: structure, support, and growth  
30:30 – Balancing work, family, and purpose  
32:00 – Keeping the community work alive at Foster Denovo  
34:00 – Advice for planners considering employed vs self-employed  
36:00 – Final thoughts: trust, career clarity, and client care  

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Reach out to sam@financialplannerlife.com in regards to sponsorship, partnerships, videography or podcast production.

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