About Us
Hugo Sherlock, ACA, DipFA
Managing Director
I spent my early career training as a chartered accountant in a Big 4 firm, subsequently working as a Fund Controller for a listed real estate fund. When the fund was acquired, I took the opportunity to reflect on my career and what I was passionate about. I had noticed how many people did not have access to fully comprehensive advice for a fair fee, quality advice I had seen my father provide for many years, rather relying on information online which was often not correct and not tailored to their needs. And now I had the chance to do something about it. I took the decision to train as a financial advisor, broadening my existing financial acumen and augmenting my existing experience with tax matters.
I believe your financial position should be a source of comfort and a foundation for growth. It should not be a source of stress or concern.
I set up Baobab for exactly this purpose. By me dealing with the worries and complexities that finances can bring I can provide clients with the time to plan and enjoy the life they have worked so hard for.
Putting Your Interests First
We believe true independence means looking beyond a firm’s own investment solutions and rather focussing on each individual client’s needs. We recommend external discretionary and advisory solutions from a wide range of providers, often combining several to suit your needs.
Fees
We charge a fixed monthly fee, based on the complexity of your financial solutions.
Portfolios
When compared to a traditional % fee structure, our fees tend to be more cost effective from £300,000 of investible assets.
Service
Our advice is built around what is right for you.
Our fixed-fee model ensures clients pay for the work involved rather than it being based on the size of their assets, making quality advice accessible and transparent.
Find out more about the services we offer here.