Startup Clove eyes launch in bid to 'lower the advice threshold to £10k'

To start with five to ten advisers with plans to scale rapidly, CEO says

Sahar Nazir
clock • 3 min read

Clove, a soon-to-launch advice firm, is looking to push reset on the traditional advice model and make advice accessible to clients with as little as £10,000 in assets.

Its co-founder and CEO Christian Owens told Professional Adviser that the company's goal is to "lower the threshold for traditional human-led advice from £100,000-£250,000 in assets to £10,000-£20,000", allowing younger and less wealthy consumers to access personalised guidance and planning earlier in their financial lives. Clove plans launch with five to ten advisers Clove will operate as a regulated advice firm. Owens described Clove as having a "vertically integrated structure and technology-first approach", intended to reduce cost and complexity for both advisers and clients. Th...

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