Press Release

The Openwork Partnership puts the value of financial advice on TV


Lady playing piano

The Openwork Partnership is spotlighting the value of financial advice with the launch of its first ever TV advertising campaign as it expands its growth strategy.

It is investing in national TV and press advertising focusing on ‘What matters more’ and how more financial advice can help customers enjoy precious moments in life and, highlighting its new brand positioning: ‘For us, financial advice is personal’.

TV ads with a voiceover by actress Lucy Speed – best known for roles in EastEnders and The Bill – underline how memories, trust, relationships, and key life events such as a home of your own can matter more than money and how financial advice can help customers in achieving them.

The TV campaign is supported by national newspaper and digital advertising together with social media, to encourage customers to find a financial adviser at

It builds on the successful rebrand in February which renewed The Openwork Partnership’s focus on putting clients at the heart of the business, as it targets becoming the UK’s leading advice network.

The consumer advertising campaign is being launched following a strong start to the year which has seen the network grow rapidly with 257 advisers and 36 new firms joining, taking it to more than 4,300 advisers in 700-plus firms.

It supports the wider strategy for growth, building on current success and confidence across the business which will include continuing expansion of the network and extending its distribution and range of propositions.

Claire Oldstein, Chief Marketing Officer of The Openwork Partnership, said: "The TV advertising campaign is another exciting chapter in our mission to illustrate the importance and value of financial advice in making a difference to people’s lives.

“We are proud of our Partnership and want to make sure that as many people as possible have access to advice.  Our ambition is to make it easier for advisers and their clients to face the future with confidence and optimism.

“Financial advice is nothing if it’s not personal and the power of our Partnership helps us to understand that and to help our advisers by putting clients at the heart of everything we do.”

The advertising campaign is the latest stage in The Openwork Partnership’s ambitious strategy to become the leading network ranked on better outcomes for more clients, by reputation and by growth across the business.

Its new brand incorporates a new modern visual identity, website, strapline and adviser materials alongside updated values and behaviours as part of a wider, more confident and inclusive positioning. It captures the essence of the organisation, which is that by working together to build trust and deliver peace of mind, everyone can make a difference.

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