Why Who You Work with Matters

A Conversation with Wise’s CEO, Alexandra Rae

Financial decisions are becoming more complex, from tightening tax rules to ever-evolving investment markets. Choosing the right financial planning firm has never mattered more. Behind every long-term plan sits a relationship built on trust, clarity and confidence, and the people you choose to work with shape that experience.

To explore what sets Wise Investment apart as one of Oxfordshire’s most established independent, employee-owned firms, we sat down with Alexandra Rae, CEO of Wise Investment.

Alexandra shares the story behind Wise’s distinctive culture, why employee ownership matters, and how the team continues to deliver calm, long-term planning after more than three decades of supporting clients across Oxfordshire and the Cotswolds.

Q&A with Alexandra Rae, CEO of Wise Investment

1. Wise has been supporting clients for more than 30 years. What do you believe has kept the firm strong and relevant over time?

Longevity isn’t an accident; it comes from staying true to who you are. Wise has always prioritised personal relationships and long-term thinking. Some clients have been with us for more than 30 years, and we now support multiple generations of the same families. That continuity is incredibly important.

Clients know they won’t be passed on, sold on, or dealt with by a different person every time they call. They have a named Financial Planner, a named Administrator and the wider team behind them. That personal touch has kept us relevant, even as the industry has changed dramatically around us.

2. As one of the few female CEOs in your sector, what does leadership look like for you? How does your team reflect the values you want to champion?

Leadership, for me, is about empowering people and creating an environment where they can do their best work. Great leaders don’t need all the answers, they ask the right questions and bring out the strengths in others.

The values we live by at Wise – trust, collaboration, respect, outcome-focus and ownership – aren’t just written on a wall. They show up in how we work together every day. Because our team feels respected and empowered, our clients receive a better, more thoughtful service.

We have a wonderfully diverse planning team, including a strong cohort of female advisers, and that genuinely improves the client experience. Different perspectives produce better outcomes. Only 9% of chief executives at the UK’s biggest publicly traded companies are women. And as a female CEO, I’m passionate about showing that inclusive leadership isn’t just good ethics, it’s good business.

3. Wise is both independent and employee-owned, an unusual combination. How does employee ownership strengthen service and culture?

Employee ownership changes everything.

Every member of our team is an owner of the business, which means they care deeply about the quality of service we provide. Decisions aren’t driven by external shareholders; they’re shaped by what benefits our clients and our people over the long term.

The employee-ownership model also encourages transparency, shared responsibility and long-term thinking. We involve teams in business planning, share financial performance openly and ensure everyone has a voice. The result is a culture built on accountability and pride, and clients feel that every time they interact with us.

Employee ownership also means longevity for the business in its current format, in a sector where we have seen a lot of client banks being sold and also a lot of mergers and acquisitions. Our employee ownership model means that any sale would need to be approved by over 75% of the staff on a one person one vote basis.

4. Why does being independent matter when it comes to financial advice?

Independence ensures clients receive unbiased advice tailored to their needs. We’re not tied to any products or external providers. We research the entire market, understand our clients’ goals deeply and build personalised plans based solely on what’s best for them.

We also have our own in-house investment team, which clients can speak to directly. That combined expertise, planning and investment management under one roof, is incredibly valuable.

5. Wise has a diverse financial planning team, including many female advisers. How does this shape the client experience?

Diversity of thought leads to better decisions. Our clients come from all backgrounds and have a range of needs, so it’s important that our team reflects that diversity.

Different advisers bring varied experiences, perspectives and strengths. Our junior planners learn from our senior planners; our senior planners benefit from the fresh insight and energy of those newer to the profession. We can match clients with the adviser who best suits their situation, personality and goals.

And importantly, clients often tell us how much they value seeing women represented in a sector where that hasn’t historically been the case.

6. What do you think clients value most about the way Wise works?

Clients tell us they value:

• the continuity of having a stable adviser and a stable firm
• our calm, evidence-based approach
• personal service from real people, not a call centre
• flexibility: meetings online, in person, or at their home
• the reassurance of long-term relationships

Many clients come to us after experiencing a more transactional style elsewhere. Wise feels different: steady, personal and built for the long haul.

In their own words:

“Honest, reliable, unbiased advice for over 30 years. I could not conceive of going anywhere else.” — Client testimonial

“A very stable team… not fly-by-night advisers. If you want reliable advice for your whole financial journey, I cannot recommend Wise enough.” — Client testimonial

7. Wise has its own in-house administration team. Why was that important?

We believe that personal service only works when everyone supporting the client is part of the same culture and the same conversations. Outsourcing administration would weaken that.

Our advisers and administrators sit together, collaborate daily, and know our clients personally. It means faster responses, better continuity and a much more joined-up planning experience. Many clients say they appreciate knowing multiple people in the business, not just their planner, because it gives them confidence that they’re always supported.

8. Wise has grown significantly. How do you maintain a personal culture as you get bigger?

Culture must be intentional. As we’ve grown from five people to over 40, we’ve worked hard to maintain the personal feel that clients value. Part of that comes from employee ownership; part comes from involving the team in strategy; part comes from staying rooted in our community.

We’re committed to developing people internally, my own journey from administration to adviser to CEO reflects that. And we remain clear that growth only makes sense if it improves the service we provide and strengthens the business for the long term.

9. What should people look for when choosing a financial planner?

I’d encourage people to ask:

• Are they independent?
• How are they paid?
• What are their qualifications?
• How does their investment philosophy work in practice?
• Do their values align with mine?
• Who supports me day to day? Is it a whole team or just one person?

Financial advice is a long-term relationship, you should feel confident in the people behind the plan.

10. What motivates you personally about leading Wise into its next chapter?

I’ve been with Wise for over 25 years, and in that time our industry has changed beyond recognition. What motivates me is that Wise has held onto what matters most: culture, people and a genuine desire to do right by clients.

I’m proud that we’ve remained independent and local, and that we’re building a business that has a positive impact not only for our clients but for our team and our community. My motivation comes from the people at Wise and the clients who trust us with such important decisions.

11. What does “Wise financial planning” look like in practice?

It looks like clarity. It looks like relationships built over decades. It looks like calm, evidence-based decisions rather than reacting to noise or speculation.

We don’t charge for an initial meeting. We’re transparent about fees. And once someone becomes a client, we support them through every stage of life – buying a home, having children, career changes, retirement, bereavement.

Financial planning isn’t a one-off transaction; it’s an ongoing conversation.

12. What are you most proud of when you look at what Wise has built over the years?

I’m proud of our people, our culture and the fact that after 30 years we’re still independent, local and trusted.

I’m proud that we’ve grown advisers from within and have a stable team that clients know and rely on.

I’m proud of our impact in the community, both through employee ownership and our charitable partnerships.

And I’m proud of what clients tell us:

“You are always available for advice when needed. That advice is always balanced and relevant.”

“We value the continuity of our adviser and the timely support we always receive… Wise is a stable team with us for our whole financial journey.”

For me, those words say everything.

Closing Thoughts

As our conversation with Alexandra Rae shows, financial advice is about far more than numbers. It’s about the people behind the decisions, the culture that shapes a business and the long-term relationships built over time. Wise’s independence, employee ownership and commitment to doing the right thing continue to set it apart in an evolving industry.

Speak to Wise

If you’d like to understand how Wise Investment can support your financial plans, we’re here to help.

Get in touch with our team here.