halio.ai

As Head of Financial Services at Halio, I lead our strategy to support financial advisers in growing their online presence. I work directly with firms and individuals to help them create consistent, compliant, and compelling social media content using Halio’s AI-powered platform. From onboarding to content strategy and managed services, I ensure advisers get the support they need to show up with confidence and win on social.

Head of Financial Services

St. James’s Place

SJP is a UK leading wealth management firm, managing £190+ billion in client funds. Renowned for financial planning, SJP provides advice that aligns with individual financial goals. Over 11 years, successive promotions have highlighted a strong track record of professional growth and significant contributions to the firm’s success across four roles. 

- Led an extensive research initiative to map the wealth management market. 
- Refined recruitment strategies through a data-driven approach. 
- Employed analytics and visual data storytelling methods to increase lead generation. 
- Developed detailed personas with supporting marketing assets to hone recruitment tactics. 
- Led student engagement activities to 15,000 individuals over the period. 

Led the launch and broad-scale adoption of the 'Future Financial Adviser' initiative, a pivotal industry platform for new entrants. Led pitching efforts and forged consensus amongst advice firm leaders to agree on strategic direction, enhancing the platform’s adoption and impact.

Head of Recruitment Marketing & Strategy

Served as the primary strategic advisor to the Marketing Director, leading a portfolio of projects and office support.

- Reshaped the department by consolidating six teams into three, improving efficiency, sharpening client focus, and lifting team sentiment to 89%.

- Led SJP’s multi-million-pound corporate rebrand, working with external agencies and exec leadership to redefine identity, values and market positioning.

- Built a three-year marketing roadmap grounded in client insight and competitor analysis — setting SJP’s strategic direction in a £3trn market.

- Delivered critical projects that strengthened governance and boosted productivity, cutting SLAs and operational costs.

- Led crisis response through COVID-19, ensuring business continuity, compliance, and a successful shift to hybrid working.

Chief of Staff to Marketing Director 

Advanced through roles honing expertise in analytics, stakeholder engagement, and performance optimisation.

- Led two global sponsorship campaigns, using marketing to drive high-impact social initiatives and strengthen brand purpose.

- Directed strategic marketing campaigns across multiple years, delivering strong results while maintaining tight budget and stakeholder alignment.

- Owned the tax year-end marketing strategy, playing a key role in driving inflows through targeted, insight-led campaigns.

I- mproved website engagement by applying data insights to optimise user experience and content strategy.

- Created and delivered strategic performance reporting, influencing senior decision-making and shaping future marketing priorities.

Senior Account Manager

I began my career with the company as a summer intern, transitioning into an apprenticeship within the Marketing department, where I focused on analytics and reporting across multiple digital platforms to enhance digital marketing effectiveness.

Digital Marketing Analyst

New Talent Alliance

The Consumer Duty Alliance launched the New Talent Alliance (NTA) on 25 March 2024. It brings together many of the sector’s leading academies, training organisations, recruiters and qualification bodies, with the aim of reshaping talent acquisition and development within the financial services profession.

With an ageing adviser population, coupled with consolidation and succession strategies over the past two years, the NTA believes that collaboration will benefit everyone.

Whilst big firms have dedicated academies, small advice firms make up over 80% of the regulated advice sector and even if they’re not planning to recruit new talent, they can still play a key role in promoting the profession and signposting new talent to other firms or academies.

The NTA Steering Group is chaired by Tom Hegarty, recently MD of M&G Wealth Advice, previously MD of the SimplyBiz New Model Business Academy and Chair of the Financial Adviser Apprenticeship Standard. The London Institute of Banking and Finance (LIBF) acts as Secretariat for the Steering Group.

The Steering Group members represent a broad spectrum of expertise from across the sector and other key stakeholders will be encouraged to join NTA working groups, ensuring diversity and inclusivity.

If you’d like to know more about the NTA, or even get involved yourself, you can get in touch with any of our Steering Group members.

Steering Group Member

I didn’t plan to become a LinkedIn Top Voice in financial services (but here we are – badge and all).

It started when I turned to LinkedIn to learn fast, think out loud, and build a network that shared back. What began as curiosity turned into consistency, and that consistency built credibility.

Since then:
– Millions of views on my content
– Tens of thousands tuned into my sessions
– Thousands of meaningful conversations sparked

Today, I help financial services professionals stand out online with AI-powered content tools, workshops, and strategy. 

If you want to raise your profile, attract clients, or empower your team to do the same, message me “How to Win” or book an appointment: https://calendly.com/matt-cordasconsultancy/30min

This tickled me more than it should have.

Reality vs. How others take to LinkedIn.

📸 credit it Drew Downing for creating this.

Matt Cordas

Group Commercial Director | Plus Group, Halio & Fluid

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