Talis IFA, led by James Cole, is redefining financial advice with its people-first approach
In a world where financial services are often seen as impersonal, overly complex and driven by profit margins rather than client needs, there’s a growing demand for businesses that place people at the heart of their operations. Talis IFA, a financial advisory firm based in Ashford, Kent, stands as a prime example of how customer-centric values can be the driving force behind sustained growth and success.
At the helm of Talis is managing director James Cole, who has shaped the business into what it is today. For James, financial advice isn’t just about managing money – it’s about building long-term relationships based on trust and transparency. This ethos, ingrained in every aspect of the company, has helped Talis grow organically since its founding five years ago. Reflecting on the company’s core mission, James explains: “We fundamentally believe that if we act in the best interests of our clients, they will get the right outcomes, and they’ll tell their friends and family about us.”
James’ journey into the world of financial services wasn’t meticulously planned but rather something that evolved organically. “Like all the best career paths, I didn’t choose it, but it chose me,” he says. Finishing sixth form with two A-levels, James joined a school leaver programme at Norwich Union (now Aviva) and found himself plunged into the financial services industry with no prior experience. This was a time, he says, when large employers invested heavily in their staff, offering structured training courses and support for sector-specific qualifications. As a result, James became qualified to be a financial adviser long before he actually took on the role.
His early career was defined by success in business development and a series of moves in and out of large corporate environments. However, it was the opportunity to run the IFA division of a regional insurance brokerage that proved to be a pivotal moment. Despite the division being in terminal decline before his arrival, James was able to turn the situation around by steering the business in a new direction. This transformation ultimately led to the creation of Talis IFA in 2019.
Talis has become known for its straightforward, plain-English approach to financial services. In an industry often filled with jargon and confusing terms, the firm makes it a priority to ensure that clients fully understand the advice they receive. This approach is not about patronising the client, James stresses, but rather respecting their intelligence while recognising that most people prefer to spend their time and energy elsewhere. As James puts it: “Many of them could solve their own problems without us, but they choose to employ a professional because they recognise the limits of their own knowledge or they’ve simply got better things to do.”
The financial services sector, particularly since the 2008 financial crisis, has seen rapid changes. Mergers and acquisitions have led to the consolidation of many local firms into larger, often more impersonal national corporations. This trend was exacerbated by the rise of remote services during the pandemic, with many advisers now relying heavily on video calls. For Talis, however, maintaining a personal connection remains paramount. While the company embraces technology – offering a secure client portal for those who prefer digital communication – it doesn’t force clients into a one-size-fits-all solution.
James highlights this as a key differentiator for Talis: “Technology can be a great enabler, but you only have to witness an older person trying to pay for parking by phone to see that it isn’t always helpful. We enjoy face-to-face meetings, and we don’t mind using paper if our clients aren’t comfortable with email. We simply don’t mandate what suits us best.”
Talis’ commitment to tailoring services to the needs of the client has not only earned it a loyal customer base, but has also attracted like-minded financial advisers to the firm. James acknowledges that while the company didn’t set out with the explicit goal of rapid expansion, its core values have naturally drawn experienced advisers who want to work in a more client-focused environment. Today, Talis serves clients across Kent, the London area, and even as far as the East Midlands, steadily growing from its Ashford base.
Earlier this year, Talis underwent a rebrand – a move that signals the company’s ambition to further cement its reputation in a competitive market. Initially, branding had not been a priority for the firm. As James candidly admits: “We threw a logo together in a bit of a hurry and didn’t think much more about it. As a service business that grows through word-of-mouth referrals, it was never a high priority.” However, as the business matured and began competing with larger, more recognisable names, the need for a more professional and cohesive identity became clear.
The rebrand, which included a refreshed logo, website and marketing materials, has been well-received. James describes the process as a step towards positioning Talis as a serious player in the financial advisory space – one that blends authority with personal service. The new branding also reflects the firm’s evolution from a small, word-of-mouth business to one that competes on a national stage, albeit with its core values intact. “We wanted to convey something of authority that comes from longevity and being a real business with real people behind it,” James explains.
Talis’ growth is not solely about expanding its client base; it’s also about investing in people. James is particularly proud of the company’s commitment to developing its team, both in terms of nurturing new talent and providing a supportive environment for experienced professionals.
He points out that there are a lot of routes into financial services for university graduates, but it tends to be the larger sectors like accounting or insurance that dominate. “The financial advice profession, in particular, is struggling to train new entrants at the moment because the largest employers – like high street banks – have exited the advice sector,” says James. “SMEs like Talis have limited resources, but we try to deploy them as effectively as possible. This means not just developing younger people and those new to the profession but also providing a home for mid-life professionals and those who are closer to retirement.”
As for his leadership style, James is quick to emphasise the importance of teamwork. He firmly believes that every individual within the company is vital to its success. “I’m not particularly a football fan, but it’s a simple analogy – goalkeepers, defenders, midfielders and strikers all contribute to the team. Often, it’s those scoring the goals that get the glory, but everyone on the team, including the backroom staff, plays an essential part,” says James. He continues: “I do like to follow Formula 1, where there’s often a debate about whether the driver or the car is the most crucial factor in winning races. In reality, an F1 team employs hundreds of people working together to get that car and driver across the finish line.”
This mentality fosters a culture of collaboration and mutual respect within the company, ensuring that all employees feel valued. James adds: “I’m a big fan of the ‘marginal gains’ approach, made famous by Team Sky cycling, and Will It Make The Boat Go Faster?, a book about Olympic-winning strategies for everyday success. The basic philosophy is that small actions can add up to significant performance improvements when taken together as a whole. This means empowering everyone to contribute ideas no matter how insignificant they might seem.”
Talis IFA’s future is undoubtedly promising as it continues to expand its reach while staying true to the personal, client-focused values that have defined its success. As the financial landscape grows more complex, with pressing issues like taxation, pensions and wealth transfer dominating clients’ concerns, the company remains committed to offering tailored, thoughtful advice, ensuring its role as a trusted partner for generations to come.
