Hiring Missionaries, Not Mercenaries: How Guy Skinner Built a £1M Financial Planning Firm

Hiring Missionaries, Not Mercenaries with Guy Skinner

In this episode of Financial Planner Life, we welcome back Guy Skinner, founder of Citygate Financial Planning, to discuss what it really takes to build a sustainable, mission-driven financial planning firm.

Key Takeaways:

🔹 Why ‘Missionaries, Not Mercenaries’ Is the Hiring Philosophy That Works
Guy shares why he prioritises hiring people with purpose over those who simply chase numbers. He believes that a team driven by values - not just financial incentives - creates better client outcomes and a stronger business.

🔹 The Blueprint for Growth: Focusing on Young Legal Professionals
Instead of chasing high-net-worth clients, Guy built his business by helping newly qualified solicitors - young professionals who had just doubled their salaries but lacked financial guidance. This niche allowed him to scale rapidly, bringing in 139 clients in his first year.

🔹 How Clear Communication and Visuals Transform Client Relationships
Guy explains how sketching financial concepts in real time helps clients truly engage with their plans. This simple but effective approach ensures clarity and builds trust.

🔹 Bridging the Advice Gap with Technology
With only 8% of the UK population receiving financial advice, Guy is exploring how AI and digital tools can scale financial guidance and make advice more accessible to younger generations.

Why Listen?

If you’re a financial planner looking to build a business that lasts - or a firm owner struggling with hiring the right people - this episode is packed with practical insights you can apply today.

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