How Octopus Money is building its 'advice-for-all' model

CEO Ruth Handcock bets on tailored support and tech-assisted efficiency to ‘unlock mass-market growth’

Sahar Nazir
clock • 3 min read

Octopus Money is doubling down on its mission to democratise financial planning through a bold “one front door” approach, combining advice and guidance under a single offering, its CEO Ruth Handcock told Professional Adviser.

The firm has repositioned itself as a business focused on helping everyone – not just the wealthy – with their finances. In doing so, it is looking to quietly rewriting the rulebook on how financial advice can scale. Handcock, who spoke to PA as she marks two years as CEO at the business, said Octopus Money's model allows the business to "never say no to anyone," a concept that has fuelled its triple-digit growth. "We're proud of proving that a single front door works," Handcock said. "You walk through, and whether your needs are simple or complex, you get the help you need. That might b...

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