Discretionary fund manager London & Capital has revamped its website to reflect that its business centres around people rather than products.
The company says the investment industry has been product-led over the years, but things are changing, with a shift towards relationships.
To put this message across, L&C’s new website features black and white photographs of L&C staff on every page.
L&C says the purpose of this is to emphasise that the firm is approachable and that the people behind it can understand how advisers and clients think and react.
The company points out that many people, from the “man in the street” to the very wealthy, are worried about the current economic climate. It says some people are worried about losing their jobs and others are worried about the value of their investments falling, with the risk of not being able to retire.
L&C feels it is important that advisers and clients know they can talk to its staff about their concerns. It has reduced the amount of information on its website so that the new streamlined content can whet the appetite and encourage advisers and clients to make a call.
L&C joint managing director Daniel Freedman says: “Our previous website was very matter of fact and boring, with a lot of information. It had the image of an established, staid company.
“But things are changing in the wealth management industry and those changes relate to people.