Ep. 112 - Rebrand, Rebuild, Relate: Shadi Kirk’s Lessons in Evolving a Modern Advice Business
In this episode, Shadi Kirk, co-founder of Transform Financial Planning, joins us to share her firm’s evolution from traditional investment advice to a holistic, client-led financial planning service.
From Chemistry to Financial Planning
Shadi’s professional journey began in advertising at the Financial Times before a career change led her into financial advice. After launching Bridge Investments in 2009 with her husband Angus, they gradually shifted their focus from products to people, prompting a rebrand in 2022 to better reflect their philosophy.
A Rebrand with Real Impact
The new identity—Transform Financial Planning—was more than cosmetic. It aligned the firm’s language, visuals, and client materials with its values. The impact was tangible: walk-in enquiries rose from one over five years to 20 in two years, with half becoming ideal clients.
Client-first, Process-led
With support from Brett Davidson (FP Advance) and Dan Graham (NextGen Planners), the team enhanced client journeys, redesigned brochures, embedded clear processes in Intelligent Office, and prioritised regular updates for clients. Their commitment to transparency and care is a clear response to rising expectations under Consumer Duty.
The Future of Financial Planning
Shadi sees the profession moving towards greater empathy, coaching, and behavioural understanding—skills she and Angus have developed through qualifications in coaching, NLP, and life planning. This episode is a masterclass for any adviser looking to future-proof their business with purpose and clarity.
You can also read more in this FTAdviser article
