I help professionals and brands in the Personal Finance and Wealth Managment design a system to attract clients on autopilot.

Ghostwriter & Content Consultant

Jigsaw Financial Associates Limited

Senior Paraplanner - Wealth Management

Fairstone Group Ltd

- Helping affluent and ambitious individuals and families answer the question "have we done enough to step back without wrecking our finances?". 

- Giving clients peace of mind that they are doing enough.

- Designing road maps to retirement for clients in their 50s and 60s. 

- Implement strategies to give peace of mind about leaving a legacy to family members.

NAVIGATE IFA LIMITED

- Helping affluent and ambitious individuals and famalies answer the question "have we done enough to step back without wrecking our finances?". 

- Giving clients peace of mind that they are doing enough.

- Designing road maps to retirement for clients in their 50s and 60s. 

- Implement strategies to give peace of mind about leaving a legacy to family members.

Fund Analyst & Paraplanner - Wealth Management

- Worked with families struggling with business debt.
- Collaborated in putting together strategies to give families some peace of mind.
- The outcome was reducing the impact of bad loans on the bank's financial stability.

Credit Analyst - Corporate Finance Restructuring

Seven Financial

- Helping affluent and ambitious individuals and families answer the question "have we done enough to step back without wrecking our finances?". 

- Giving clients peace of mind that they are doing enough.

- Designing road maps to retirement for clients in their 50s and 60s.

Maurice Stevenson Ltd (MSL)

Provided a management accounting service.

Reported to monthly board meeting operational financial information.

Management Accountant

Coleman & Co

Financial Accounting - Accountancy Practice

4Beauty Group

Financial Accounting - Consumer Retail

Fair Investment Company

Financial Accounting - Finacial Services

Marketing Executive - Financial Services

I ghostwrite Educational Email Courses for Financial Planners & Wealth Managers. Building on 12 years Technical Paraplanning in Wealth Management.

In 2022 I decided to experiment with blogging.

With no real audience and no experience of writing online, the idea quickly bombed. 

But then I came across Justin Welsh’s article: “5 Rules of a Permissionless life”. 

2 ideas stuck with me:

- I possess knowledge that others would find valuable. 

- I have permission to try something new “building in public”.


In 2023 I started micro-blogging on LinkedIn. 

I realised I could circumvent the traditional path of “selling financial products”. 

And instead build a path centred on personal finacial education as a means to grow an audience that converts into prospective clients.

I decided to put these skills to good use helping:

- Financial Planners
- Financial Advisers 

Looking to build and grow an online presence.

I will help you to write about:

- You 
- Your ideas, and
- Scale these across the internet

You will have the benefit of an "insider" with an informational advantage as you: 
 
-	Build client engagement.
-	Tailored your client-facing content.
-	Free up your time for core activities.
-	Enhancing communication with clients.

DM me “cowrite” to set up an initial call.

TikTok finance bros are winning the trust war 

And here are 4 shocking reasons why TikTok money advice 

spreads faster than actual financial education

-----------------------
1. Simplicity Sells:
-----------------------
Imagine scrolling TikTok at 11 PM. 
→ A 20-second clip pops up 
→ “How to retire by 35”. 
→ Catchy, simple, and exciting. 

Compare that to a detailed, 
jargon-filled post from a 
Financial Planner.

The uncomfortable truth?

People crave simplicity – 
even if it's incomplete or misleading.

----------------------------------------------
2. Emotional Appeal Over Expertise:
----------------------------------------------

TikTok gurus master the art of storytelling. 

A Financial Planner talks about;
→ "Compound annual growth rates." 

TikTok gurus talk about;
→ freedom, Lamborghinis, and escaping the 9-5.

Guess which one triggers emotion – and action?

Emotion beats logic almost every time.


----------------------------------------------
3. Short-Term Wins Trump Long-Term Plans:
----------------------------------------------

Our brains are wired for instant gratification. 

TikTok gurus exploit this. 
→ They promise quick wins, 
→ crypto moonshots, and easy hacks.

Qualified Planners?
They offer steady growth and safety nets 
- but the payoff talked about takes decades. 

Patience isn't viral. 
→ What about peace of mind now!

----------------------------------------------
4. Trust Follows Visibility, Not Credentials:
----------------------------------------------

TikTok gurus post daily. 
→ They're familiar, accessible, and always "on."

Professionals post weekly (or rarely). 
→ Credentials gather dust.

Visibility wins trust.




Here is the rub:

Why do financially literate people still 
follow risky advice on TikTok, 
even knowing it’s unreliable? 

Answer: The dopamine hit of possibility
outweighs the boring certainty 
of sound advice.


------------------------------------------


What does this mean for you?

If you're a Finance Professional:

→ Embrace clarity, simplicity, & storytelling.
→ Engage emotionally, not just logically.
→ Be consistent and visible.

Your prospects need your expertise packaged in ways they'll consume.

PS. How do you balance credible advice with engaging delivery?
 
 ….

Michael Kakuru

Content-As-Outreach growth partner for Founders & Senior Executives in Money Management.

3 years ago, I was unhappy and unfulfilled

Writing on LinkedIn started as an outlet.

I enjoyed the Financial Planning and 
Investment Management aspects of paraplanning.

But hated feeling invisible and stuck.

Becoming a licensed Financial Adviser was 1 option.

But I had to face the harsh truth:
I didn’t have a trusted network or connections, 
Advisers need to be successful. 

The bottom-line:
I didn’t need more exams or better experience.

Instead,  I needed the ability to market & sell myself, 
regardless of what path I  chose.

That is what drove my desire to learn to write investing content.

→ Didn’t know educational content alone is not enough.
→ Didn’t understand persuasion was the secret sauce.
→ Didn’t know anything about writing frameworks.
→ Didn’t know anything about personal branding.
→ Didn’t know about hooks and headlines
 
Writing my thoughts in public & being my own case study has given me 2 things:

→ New capabilities
→ Open doors to opportunity (I didn’t know existed)

Digital and media are the new leverage in long-term trust-building.

I am building on my experience now. 

Helping Founders in Finance who want
this new leverage for their next level of growth.

If there is one thing you must do to grow
articulate your thoughts in public. 

You think better and open the door to networking and partnership.
 

PS. What’s been your experience of writing on LinkedIn? Let me know in the comments.

..

Ghostwriter for Founders & Senior Executives in Money Management: Publishing LinkedIn and Email content that grows your brand and drives warm outreach.

How Larry Fink’s credibility drove $Trillions to BlackRock

His story is one of how a trusted founder 
story can transform a business (& industry).

Larry didn’t have a great start.

In 1986 he lost $100 million in an 
interest-rate bet. 

It was a high-profile failure that ended 
his run as a rising star bond trader.

Rather than glossing over it, 
Larry openly discusses the lessons learned.

It fuelled his obsession with transparency 
and real-time risk management.
 
------------------------------------------
Changing Trends - The 2008 Crisis and the ETF Boom
------------------------------------------

→ A great founder narrative 
→ With a high moral compass  
→ An open culture of accountability 
→ A trend towards passive investing
→ An industry hungry for transparency (post-2008)

These factors drew trust like a tidal force to BlackRock.

-------------------
The results: 
-------------------

iShares ETFs became rocket fuel for an AUM 
jump from $1 trillion in 2009 to $9 trillion 
by 2023.

→ That’s a third of U.S. ETF assets 
→ 40% market share in Europe

------
You
------

The good news is you don’t need THE mega story.
You also don’t need a "finished" story to tell.
 
Telling your story as you go allows 
you to include people  in your process 
and transformation (before the big success)

Share - what you are learning from day 1.
As you evolve.

PS. 2 questions: What are you learning? What can others learn from it? 

Let me know in the comments.

(Image from Business Bulls)

...........

Content as outreach growth partner for Founders & Senior Executives in Money Management.

Your book of business is at risk if you 

can’t build trust with Gen Z and Millennials.

Most advisers think they’re irreplaceable 
until they meet their clients'  heirs.

Millions of £ & $ AUM lost.

I can see why it’s easy to focus on parents
 because they are the wealth holders.

But it’s now easy to engage Gen Z and Millennials.

………………………………………....
In 2025 use Niche Content 
………………………………………....

To highlight:

→ Who are you? 
→ What do you do?
→ How do you work?
→ Who do you work with?

……….………….
The Benefits
……….………….

→ Onboard them into your echo system.
 → Build engagement and loyalty.

 ……….…………………...
Why Does This Work?
……….……………………

1. Gen Z and Millennials grew up with the internet 
(& social media).

2. Their primary reference point in trust-building,
you guessed that right – online.

 
 
PS. You have already done the work to build a solid client bank.
This next step is about future-proofing your business.
 
 PPS. Are you connecting with Millennials and Gen Zs?
Share what you are doing in the comments below.
 
 
(Source of stats: Adviser Home Platform in Partnership with Schroders)

Most Financial Advisers hear the advice:

 "Build trust with value-led content."

Yet 90% of the time the only engagement you 
get is from Financial Advisers (like you).

You are not connecting with prospects.


The secret is not more facts or slick charts.
 
 
It’s empathy - showing clients you get them. 

Making them feel understood.
……………………………………………………


7  TOP TIER PSYCHOLOGY BACKED TIPS

……………………………………………………
1. Speak their Language – Not Industry Jargon
……………………………………………………

If your clients say, 
“I’m worried about outliving my money,” 
Use these phrases in your content.

Benefit: They see their thoughts reflected 
in your post and feel “this person gets me.”
 
……………………………………………………
2. Address Shared Client Fears
……………………………………………………

What keeps them at night?

Market falls, rising taxes –  name it.
 
“Do you have a plan if the market drops 20%?”

Benefit: They’ll keep reading because you’re 
talking about their reality.

……………………………………………………
3. Tease With Cliffhangers
……………………………………………………

For example, start a story or ask a question 
without giving away the answer right away.

“Last year, I discovered a retirement mistake 
that almost cost a client $50,000…” 

Intrigued? They will stick around for the answer.

Benefit: This little storytelling trick keeps your 
audience curious and engaged till the end.

……………………………………………………
4. Use Yes/No Questions for Engagement
……………………………………………………

Sometimes simple is best. 

To get conversations going try ending your 
post with a quick yes-or-no question: 
 
“Did you find the guide helpful? Yes or no?”

Benefit: A straightforward question is easy 
to respond to

……………………………………………………
5. Give Value First (Reciprocity) 
……………………………………………………

Don’t pitch. Just help.

Before you ask for anything, give something.
That can save your audience time or money.

people naturally feel the urge to return the favour. 

It might be as simple comment or like. 

Benefit: That goodwill you create? 
It’s marketing gold 

……………………………………………………
6. Reinforce What They Already Believe 
(Confirmation Bias). 
……………………………………………………

Everyone loves to hear “you’re right.” 
 
So, find the truths your ideal clients believe 
and agree with them (while adding insight)
 
“Staying invested for the long term is the 
smartest move – you’re right to think 
patience pays off.”
 
Benefit: By validating their opinions, you 
make readers feel smart and understood. 
You are not lecturing from above.
 
……………………………………………………
7. Show You Understand Behavioural Biases: 
……………………………………………………

Talk about the emotional side of money. 
Show you get how they feel. 

“I know it’s tempting to check your portfolio 
every hour in a downturn,” 

People will smile and think “yep, that’s me.” 

Benefit: It builds trust because you’re not just
 a numbers person – you understand people.


Bottom line: Speak to the heart and mind, not just the calculator.


PS. Did you find the guide helpful? Yes or no?

..

Reputation Hijack is the sabotage you never see coming.

The active vs passive investing debacle is the best example I have seen on LinkedIn.

Playing defence, not actively shaping your story? 

Someone else is:

→ A competitor twisting your narrative.
→ An internet rando with opinions and a Wi-Fi.
→ A casual comment on LinkedIn misrepresenting your expertise.

--------------------------------------------
The Passive vs Active Debate
--------------------------------------------

After 3 years of engaging in money management 
content on LinkedIn, 

I see why it is easy to believe that active investing is dead.

Not enough active managers putting out content – 
handing the mic over to misinterpretation.


--------------------------------------------
Media & Tech are Free Leverage
--------------------------------------------
Your digital presence is your first impression.
 And in 2025? It's also your reputation insurance.

When you don’t show up with your point of view, 
people fill in the blanks.
 And they usually get it wrong.

--------------------------------------------
The Bottomline:
--------------------------------------------

1. Default Invisible: you’re forgettable.
→ Silence = mistrust, and misalignment.

2. Narrative Gravity: Attention flows to those who speak first and loudest.
→ Let others go unchallenged, and they become the industry voice.

3. Owned Leverage: Content is modern-day compounding.
→ Every post, article and idea build equity in your story.



Want a great place to start place to start?

What’s the one idea you repeat often in client conversations?
 
 
You don’t need a million views to craft a narrative.
 You only need the right people 
reading the right message 
at the right time.

PS. If you're not writing your story, you're letting strangers ‘ghostwrite’ it for you.

Catherine walked away from the comfort

of a traditional personal finance role 
 
And transformed into a trusted voice on 

financial well-being for women in business.


8 years ago Catherine was getting paid to 
solve people's money problems, 

but struggling with her own money.

She saw how the personal finance industry
focused on numbers and products,

but was disconnected from the psychology of
why people struggle with saving 
(and growing money)

……………………….
The Change Event
……………………….

The process of overcoming her limiting:
→ Emotions
→ Thoughts
→ Beliefs
→ Habits 

around money inspired her decision 
to leave the traditional finance Industry.

……………………….
Founder Mission:
……………………….

Writing about her process of transformation and publishing content,

has allowed her to:

→ Lead with her story  
→ Create connection
→ Capture attention
→ Convert clients
→ Clarify ideas


“It is not about the money” uses a financial 
coaching process to dismantle 

the false transactional nature of money
and empower change.


I have never met Catherine personally.

Yet, through her content and, 
following her story, 

I see how she is a trusted voice in her niche.

…….
You
…….

Writing content is a high ROI skill.

Think about who you want to help 
and where they want to be.

That’s it.

PS. Still not taking LinkedIn seriously?

Generic content won’t get you clients knocking.
 
Not anymore.

If you are a Wealth Manager sharing tips just 
to “stay visible,” 

your audience is tuning out.

Why?

Because your ideal clients aren’t scrolling 
for education.

Instead:
  
→ They are scanning for credibility.
→ Not someone giving recycled advice.
→ They are looking for someone who gets it.


In 2025, visibility without relevance is noise.

Are you online to become an influencer?
  
No! You are here to build trust, 
before the first handshake.

 
Here’s what’s working now: 

1. Sharing real beliefs, not polished tips.

2. Telling stories that reflect your clients’ 
     values (and concerns)

3. You’re positioning as a source of insight, 
     not information.

Your brand isn’t the goal.
 It’s the gateway.

You want your content to lead to relationships. 

Because the right people are paying attention.
 And they’re choosing based on trust.

PS. What are you working on to improve your content?

...

Why are you doubting yourself?

It’s 2025, you can excel in promoting your

business on LinkedIn.

(More than you initially think)


If you're like most Founders, 

when sharing posts on LinkedIn:

→ You feel your insights are too obvious
→ You struggle with feelings of self-doubt
→ You worry about being judged by peers
→ You are concerned about colleagues’ opinions
→ You doubt the usefulness of your contributions


As you grow and refine your content on LinkedIn:

→ You discover your insights are highly valued
→ You observe your posts attracting prospects
→ You disregard critics and stay consistent
→ You overlook the opinion of bystanders
→ You trust in your own expertise


When you achieve recognition on LinkedIn:

→ You view criticism as fuel to grow
→ You become a demand-driving adviser
→ You gain profound professional respect
→ You are acclaimed for simplifying finance
→ Others recognise the clarity you deliver

All those initial worries?

They are now concerns of your critics.

They are asking: “Can you help me get started?”

The only difference between you and “the critic" 
is that you took action and improved. 


Follow me – Michael Kakuru to learn more about content as outreach for Financial Services.

Algorithm fog will kill your LinkedIn dream.

LinkedIn hacks contradict themselves.

You’re stuck trying one trick today, 
another tomorrow. 

The algorithm senses inconsistency 
and punishes reach.

Don’t be stuck chasing conflicting advice
while ignoring the basics:


Here are 3 Common Mistakes:

…………………………………………………………….
Mistake # 1: Posting Daily Without a Strategy 
…………………………………………………………….

Posting consistently sounds smart, right?
 
But consistency with no clear goal is noise. 

Negative Impact: Burn and no meaningful results. 

Solution: First focus on quality over frequency.
Thoughtful, engaging content x2 a week.
Then build up on frequency.


…………………………………………………………….
Mistake # 2: Chasing Trends Blindly 
…………………………………………………………….

Jumping on every trending 
format, polls, carousels, videos.

It can dilute your message. 

Negative Impact: Your content loses identity and authenticity. 

Solution: Test trends, yes - but stick with formats
that amplify your unique voice and insights.

…………………………………………………………….
Mistake # 3: Over-posting and Under-engaging
…………………………………………………………….

I see Advisers broadcasting content. 

Some posting multiple times, a day  
With zero meaningful interaction.

LinkedIn rewards conversations, not monologues. 

Negative Impact: Your reach shrinks. 

Solution: Spend 15 minutes engaging with others' 
posts before and after publishing your own.
And double down on comments.

…………………………………………………………….

The truth is there’s no magic LinkedIn hack. 
Just:
→ Consistency 
→ authenticity, and 
→ engagement 
 
They always win long-term.

What you need:
• Post and genuinely connect with the right people.
• Stick to what resonates, not what trends.

PS. Which LinkedIn hack/tip are you tired of hearing?

....

Taplio

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