Kelly Russell: Guiding families through life’s challenges

After studying history at Leicester University, Kelly started her career at Lloyds Private Banking in 2002. “Lloyds gave me a great grounding in financial services, but I was restricted to their products,” she explains.

Wanting to offer more personalised advice, Kelly moved to a small, family-run independent financial advice firm, where she worked as a paraplanner and studied for her financial adviser qualifications.

In 2009, Kelly decided to take a break from her career to raise her two children. However, that time ended up being the most challenging period of her life.

“When my son was two years old, he was diagnosed with cancer. Saying it came as a shock is an understatement,” Kelly shares. “But my husband and I had no choice but to stay strong throughout his treatment. We’re lucky – he’s now a healthy 11-year-old – but that experience changed my perspective on life. I know how tough the dark times can be, and because of that, I feel I have far more empathy when people are going through difficult times.”

After spending a decade focused on her family, Kelly was ready to return to work. “This time, I knew I wanted to do something that would help people. A person’s wellbeing is the most important thing – and while I don’t save lives, I like to think I help enrich them by building a solid and secure financial foundation.”

Kelly’s personal experiences give her a unique insight into her clients’ lives. “You have to be curious and really interested in people,” she says. “It’s only by asking questions and giving them time to talk that you truly understand what they need from you.”

Most of Kelly’s clients are approaching retirement, and they often have concerns around funding later-life care, the death of a partner, and how to include their children and grandchildren in their plans. Kelly often encourages her clients to bring their adult children to meetings.

“After all”, she says, “the children will be the ones sorting everything out when their parents are no longer able, so it’s important I earn the trust of the whole family.”

During difficult times, Kelly’s role goes beyond financial planning. “I’m often one of the first people the family call after a death. Whether it’s a spouse or the children, they trust me to help them navigate what comes next. I’ve attended solicitors’ meetings, advocated for probate and provided support when they need it most. I often hear, ‘We wouldn’t have been able to do this without you.’”

Many of Kelly’s clients are referred to her by word of mouth, and she notes that a significant number of these referrals are women. “I think it’s because I’m known for being empathetic and sensitive to their situations. I give people a space to chat and share their story,” she explains.

One client, referred to Kelly because her husband was gravely ill, had never managed the family finances before. “I quickly spotted they had an older-style pension with an annuity-based contract that, if left unchanged, would have resulted in a significant tax hit on her husband’s death. By acting swiftly and arranging a visit to a solicitor, we were able to save her £40,000 in tax payments. It’s a perfect example of how valuable professional advice can be.”

Kelly emphasises that it’s not just about the cost of financial advice – it’s about the value it adds. “If a new client comes to me and I feel I can’t add value, I’ll tell them. My role is to provide clarity, understanding and value.”

Kelly takes a holistic approach to financial planning, acting as a life coach, counsellor, educator and advocate for her clients. “The most common questions I hear are around retirement: Will I have enough money? How will I be taxed? What’s the point of paying into a pension?” she says. “It’s important to make sure people leave our meetings with a better understanding of their financial plan. When clients are knowledgeable, they make better decisions.”

Kelly also helps her clients through challenging financial times. “We’ve had Covid, the Ukraine war and then the Truss mini-crash – all of which caused market uncertainty,” she reflects. “My role is to reassure clients that the long-term outlook remains the same. Investing is a long-term strategy – it’s not about the short-term fluctuations.”

The most rewarding part of her job is helping people through some of life’s most difficult moments. “The best part of this job is stepping into different roles: life coach, counsellor, educator, advocate, ally, and friend. That’s why I do it.”

When she’s not helping clients, Kelly enjoys spending time with her family, including her two children – a 15-year-old daughter and her now-healthy 11-year-old son.

These days, Kelly enjoys walking to relax and destress, but not so long along, she was an avid runner. In fact, she completed the London Marathon twice to raise money for Birmingham Children’s Hospital, which provided exceptional care for her son during his illness.

“Running the marathon was my way of giving back to the hospital that gave us so much,” Kelly reflects.