Swindon-based The Openwork Partnership rebrands as it bids to be the UK's number one

By Jamie Hill - 22 February 2021


The Openwork Partnership, based in Swindon, is targeting becoming the UK’s leading financial advice network as it rebrands with a renewed focus on putting clients at the heart of its business and working together to deliver its growth strategy.

The change of name from Openwork underlines the existing importance of partnership. Today it has launched a new website with enhanced functionality including an interactive map enabling more clients to access support from the network which comprises over 680 firms and more than 4,200 advisers looking after £20 billion-plus of clients’ money.

Rebranding signals a new chapter and is an important part of a wider strategy for growth, building on current success and confidence across the business which will include further expansion of the network and extending its distribution and range of propositions.

Its headquarters at Washington House in Lydiard Fields have been rebranded with the new name and logo underlining the focus at expansion at the company which has continued to create jobs over the past year despite COVID-19 with 80 support staff and 100 new advisers joining.

The Openwork Partnership is already one of the UK’s largest and longest established financial advice and investment networks following strong growth over the past year. It now aims to become the leading network ranked on better outcomes for more clients, by reputation and by growth across the business.

Work started more than a year ago enabling key stakeholders, partners, colleagues, and clients to contribute and understand the real drivers and essence of the brand. This carried on throughout lockdown and the COVID-19 crisis culminating with a presentation to more than 4,000 advisers and colleagues at a virtual conference.

Key drivers for the rebrand are the recognition that advice is personal, and that everyone should be treated with empathy and as an individual. The name change emphasises that working together enhances trust and delivers peace of mind, enabling everyone to make a difference.

Philip Howell, Chief Executive of The Openwork Partnership, said: " The simple truth is that Openwork is a partnership with a proud heritage and comprised of over 680 professional practices.

“We are bound together by our unique shareholding structure, and by our common goals and values.  As we enter an exciting new chapter intent on becoming the first choice for practices, advisers and clients seeking a truly personal service, it is entirely fitting to present ourselves to the market under The Openwork Partnership banner.”

Claire Oldstein, Chief Marketing Officer of The Openwork Partnership added: “Working together has been the defining part of our approach to the rebrand.  We want everyone who works with us and interacts with us to feel that the brand is personal to them. The reaction from our advisers and colleagues has been really encouraging and we look forward to the next chapter of our story.”

The Openwork Partnership has been ranked as one of the best places to work for the past two years running in the authoritative Sunday Times Best Companies to Work For list.

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