Our Mission
Revolutionise the way wealth management is delivered.

Our Vision
Use technology to drive change and to deliver innovative solutions that are built for the future, and that of our clients.

Our Promise

We will deliver services and strategies that are: Simple. Effective. Unique.

Simple

Click/tap to explore

Simple

We're confident in our ability, so we don't need to overstate, we are happy to keep it simple. When we talk we are clear. Our products and services are easy to use and easy to understand.

Effective

We've been in the industry long enough to know what works (and what doesn't). So we don't create a product or service unless it’s beneficial to all. 
We then apply the following rules - is it strategic? Is it going to increase value for all? Is it simple to implement? And then we test it.

Unique

All products and services can be copied. So we strive to make sure we're front-runners in everything we do. Anything we do compete on, we always make it better. Much better. We then apply the following rules to our thinking - is what we're doing different? Are we always creating? Always.

Our Values

Innovation

When we design a new strategy or service, we ask ourselves — is this an innovation? By challenging ourselves to develop only the most innovative ideas, we produce the best for our clients.

Empowerment

We believe in empowering clients to understand their finances better, and empowering advisers to serve their clients more effectively.

Leadership

We are not, and never will be, followers. Our aim is to lead the financial services industry forward by example.

Creativity

We never hold back from developing creative and exciting ideas, no matter how different they may be to what's in the market. This helps us deliver innovative strategies and services to advisers and clients.

Agility

We believe that being able to move quickly is vital. That's why we operate in a way that enables us to develop, test and improve our ideas at speed.

Past, Present + Future

2017 marked the tenth anniversary since True Potential set out on its journey to revolutionise the way Wealth Management is delivered. Ten years on, we invite you to look back on our biggest achievements from the past, learn of our present successes and glimpse into our future to see how the revolution will continue.

Read Our Latest Annual Report