Platitudes or Professionalism? Why Qualified Teams Matter

Working towards the end of another financial year, we’re busy reviewing our own accounts, budgets and setting our forecasts for 2025.

One area that we prioritise when planning for a new year is team development and professionalism.

As a service business, our success is based on building strong, long-term relationships with our clients through trust, knowledge and competence.

We know that the people who make up the Everlake team and who look after our clients every day are our most valuable assets, and we invest in them accordingly.

When we give investment advice to other small businesses, we highly recommend that they invest in their team as part of their financial plan.

Our focus has always been on building a team of highly qualified and experienced professionals and we spend a significant amount of time and resources on learning, researching, studying and upskilling each year.

The Awards Illusion

In the business world, accolades and awards can dominate the conversation about success. Companies often display trophies and certificates in their offices and on their websites to highlight their supposed achievements.

However, there can be an uncomfortable truth here – many industry awards are as much about marketing as they are about merit. Firms are sometimes recognised because they purchased a table at an awards gala or they paid to enter a competition, not for their expertise or results.

There’s no denying that industry awards can generate buzz. They’re a way to grab attention, boost credibility, and create a perception of excellence.

Unfortunately, these awards are not always a reflection of true capability. Instead, they reward marketing budgets, public relations savvy, and an organisation’s willingness to play the game.

This can create a misleading picture for clients. While awards might be a sign of visibility, they are rarely a reliable measure of a firm’s ability to deliver quality, consistency, or innovation.

A Different Approach

We don’t believe that these awards and accolades offer real value to our clients, so instead we take a different approach with our budget.

The Everlake marketing budget is used to create value to our clients and potential clients in the form of expert guides, informative articles and topical videos and podcasts. We communicate these through email newsletters and social media and let the information and content speak for themselves.

Investing in Our Team

Our focus has always been on building a team of highly qualified and experienced professionals, because we believe that real value comes from our expertise and knowledge.

To facilitate this, we dedicate a significant portion of our annual spend to education, training, continuous professional development and memberships to credible professional bodies.

This includes:

• Formal education – our client services team have completed, or are in the process of completing, their Qualified Financial Adviser (QFA) exams and our paraplanners have completed, or are in the process of completing, their CERTIFIED FINANCIAL PLANNER™ (CFP®) qualification. Our adviser are all CERTIFIED FINANCIAL PLANNERS™ and individually branch further into various areas of study including tax, estate planning and investing.
• Staff training and upskilling – as a small team, our employees can each wear multiple hats and bring varied experience to their roles. Beyond the traditional finance qualifications, we also upskill in areas like marketing, technology, office management and accounting.
• Continuous professional development – as part of our industry qualifications we’re required to carry out a prescribed number of additional learning and training hours each year. We look at this as more than just box ticking and really concentrate on attending events, webinars and training sessions that are most relevant and stretch the learning and development of the team.
• Internal training – each year we engage third parties to carry out bespoke staff training for the team. Sessions include regulation, compliance, technology, communication and personal wellbeing.
• Memberships to professional bodies and organisations – along with retaining our individual memberships required for our financial qualifications Everlake also retains memberships with various industry organisations such as STEP Ireland, LIA and the Financial Planning Standards Board. Being part of these professional organisations isn’t just a credential, it connects staff to a wider network of expertise and learning resources. These memberships also reassure clients that their adviser adheres to recognised ethical and professional standards.

When you engage Everlake as a client, you’re gaining access to professionals who have honed their expertise through education, practical application, and a commitment to continuous learning.

Why a Qualified Team Matters

Building client trust – trust is the cornerstone of financial planning. As a client, you need feel confident that your adviser has the expertise to navigate complex financial scenarios. A professional team with recognised qualifications and a commitment to continuous professional development demonstrates credibility and reliability.

Meeting regulatory standards – financial planning is heavily regulated, and rightly so. A highly qualified team ensures compliance with evolving regulations.  By staying informed about changes in procedures and legislation we protect both our clients and the business.

Providing bespoke advice – no two clients are the same. A well-trained team can tailor advice to meet individual needs, whether it’s tax-efficient investing, retirement planning, or wealth preservation. Continuous learning equips us to address new challenges, such as integrating sustainable investing or navigating estate planning challenges. Our breadth and depth of experience assists us with thinking around corners and understanding real life challenges.

Keeping pace with industry changes – the financial services industry is constantly changing. Advances in technology, emerging investment opportunities, and shifting economic conditions mean today’s knowledge can quickly become outdated. Continuous professional development helps us to stay relevant, delivering advice grounded in current best practices.

Why Staff Development Matters

Regulations, technology, and client expectations shift rapidly in our industry and staying ahead of these changes is essential. Investing in our team has the following benefits:

Client trust & confidence – when clients know that their adviser is well-informed and up to date with the latest industry developments, it builds trust. Expertise isn’t static—ongoing learning shows commitment to maintaining the highest standards of advice.

Improved business outcomes – a skilled, knowledgeable team works more efficiently, communicates effectively, and is better equipped to navigate challenges. This leads to better results and fewer costly mistakes.

Employee satisfaction & retention – providing opportunities for professional growth shows staff that their development is valued. This fosters loyalty and reduces turnover, which in turn lowers recruitment costs and ensures continuity in client relationships.

What Clients Should Look For

When choosing a professional service provider, there are several key things to consider:

Qualifications – are the people you’ll be working with professionally certified in their field and do they have the necessary training to understand your unique challenges. The qualifications that our adviser hold aren’t just letters after a name, they represent a deep understanding of the challenges our clients face and the solutions that truly work.

Experience – how long has the team been working in the industry and what other life experiences do they bring. Do they have a track record of solving problems like yours?

Client Focus – are they more interested in impressing awards committees or in delivering value to their clients. Client testimonials and online reviews communicate value more accurately than vague awards or certificates.

Transparency – does the company rely on flashy marketing, or can they clearly articulate the skills, processes, and principles that underpin their services.

At Everlake, our success isn’t measured by the number of awards we display, it’s measured by the results we deliver for our clients.

We’re proud of our team’s qualifications and the diversity of experience we bring to the table. Whether it’s financial planning, regulatory compliance, or strategic consulting, our clients know they’re getting advice and solutions rooted in professionalism and integrity.

Investing in People for Long-Term Success

Our team comprises individuals who hold a wide range of qualifications and bring years of hands-on experience across diverse industries.

We prioritise training, learning and professional development because we know our team is our greatest asset. This investment isn’t just about ticking boxes, it’s about building a business that clients trust, respect, and recommend.

If you’re a client, know that when you work with a firm committed to professional growth, you benefit from advice that is current, informed, and expertly tailored to your needs.

We believe that investing in our learning isn’t a cost, it’s the foundation of a successful business.