Broker left private banking to work with wealthy clients and discovered they require a special level of service
When Sarah Kelly (pictured) left private banking to join SPF Private Clients seven years ago, she wasn’t just changing firms; she was reshaping how she worked. “I was at Coutts for 11 years and very lending focused,” she said. “But after maternity leave with my twin boys, I wanted to do something different.” That something involved serving clients with broader needs and higher expectations.
"I knew SPF really well from my banking days. They were Coutts' biggest introducer and worked with a fascinating range of clients," she said. "Joining them gave me the chance to work with many lenders, not just one, and to support high-net-worth and ultra-high-net worth individuals more holistically."
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Kelly now operates within SPF’s private office, advising a niche client base with complex profiles. “With our clients, borrowing is often a choice, not a necessity,” she said. That distinction demands earlier engagement. "You need to understand everything about them - their global asset base, other holdings, and long-term objectives."
High-net-worth borrowers also tend to involve a wider team of professionals. "You're often speaking with their accountant or wealth manager," she said. "It's about creating a full picture, not just ticking boxes."
Fewer clients, more depth
To manage such complexity, Kelly caps her active client roster at just four to five at a time. "Some of my colleagues may handle 15 to 20 cases a month, but that wouldn’t work here. You need bandwidth to move quickly once a client finds a property."
This lower volume allows brokers like Kelly to prepare thoroughly, anticipating obstacles and coordinating across jurisdictions and asset classes.
Despite the bespoke nature of her work, Kelly sees real potential in tech. "We’re exploring AI to reduce duplication, especially around fact finds and lender forms. It's the same data, entered again and again," she said.
Still, she notes that relationship-based work can’t be fully automated. "A lot of value comes from knowing the right contact to call, getting quick answers, and wrapping a team around a client fast. Technology should enhance that, not replace it."
Her clients are often tech-savvy themselves. "Many made their wealth through technology. They expect efficiency," she said. "Even if it’s just smarter spreadsheets or scenario models, we need to keep up."
Transparency is key to compliance
Documentation around source of wealth remains a sensitive area. "It’s about telling the story of how a client built their wealth," Kelly said. "That can feel intrusive unless it's explained clearly from the start."
She frames these checks as essential rather than optional. "Set expectations early. Let them know we’re here to guide them through, and that it's non-negotiable. Then, make the process as smooth as possible."
Looking ahead, Kelly believes the most successful brokers will balance empathy with efficiency. "It’s about using tech to enhance what we do, not overhaul it," she said. “Even something as basic as consolidated data entry could improve the client experience hugely.”
As the market evolves and clients grow more digitally fluent, brokers who can combine trust, speed, and sophistication will be best positioned to lead in high-net-worth lending.
