The story so far

John Baxter founded Unividual in 2000. The business concept was realised when, for years, John experienced a“one-size fits all” financial advice service. As a business owner John couldn’t find an adviser that could plan across all areas of his personal and business finances. Advice was generic and not tailored to his situation.

Where it all began

John Baxter grew up in an entrepreneurial environment as the third generation in his father and grandfather’s fresh produce business, CH Baxter’s & Son. After selling the company, John joined Allied Dunbar in 1998 and became an award-winning financial adviser. He designed a financial advice model capable of being tailored to each client that stitches together every area of someone’s finances. In 2000 John launched Unividual, with a name designed to reflect our core belief that each of us is unique and individual. The business grew from strength to strength with the support of John’s wife Angela and other valued members of staff who have shared in our journey along the way.

Planning for longevity

Our pioneering financial planning model shaped Unividual’s reputation for delivering intelligent advice. However, at the time, Unividual faced a similar problem to other firms: John was the only financial planner, so the business could not offer clients lifetime advice. John’s son, Lewis Baxter, changed this. After graduating with a law degree, Lewis joined the business to start Unividual’s next generation of financial planners. In 2011, he became one of the youngest Chartered financial planners in the country and that year was the youngest Fellow of the Personal Finance Society. Scott Gurd then followed in Lewis’s footsteps in 2013 to become Unividual’s second Chartered financial planner.




The legacy begins

As the business evolved, Lewis and John needed a specialist to design and implement Unividual’s next phase of growth. In 2016 John’s daughter, Cherie-Anne, was hired to implement a legacy plan that both clients and staff can benefit from. As an experienced recruiter, Chartered Marketer and proven strategist, she joined Lewis as a director-shareholder. Together they have managed the next phase of Unividual’s growth. Their combined expertise sparked the creation of Unicademy, our very own in-house academy that nurtures the next generation of Chartered financial planners. Aimee Marshall, Greg Harris and Simon Hicks were the first graduates of the academy. Greg and Simon now serve the business as Chartered financial planners and Aimee is a senior member of the business, working alongside Lewis as a paraplanning technical specialist.

Where are we now?

Unividual is now in a position where clients can rely on our financial planning services, delivered in ‘the Unividual Way’, for the rest of their lives. We are now a team of over 15, with six Chartered financial planners, a large office in the centre of Bath and, since November 2018, an office in London. Located on Platform One of Paddington train station, the London office houses Aimee Marshall and Hayden Franklin, both who relocated from Bath to London.

What's next?

It is not Unividual’s plan to be the biggest of firms. Instead, we will continue to always strive to be the best. We plan to have no more than ten financial planners in Bath and London because these financial planners will be of the highest of quality and require teams of support around them to deliver on Unividual’s levels of service. We will prioritise maintaining high standards as we grow, so our clients can continue to depend on our intelligent advice for generations to come.

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