The Wealth Whisperer: How Natasha Percy-Baxter Is Rewriting the Rules of Money for Britain's Power Women

In an industry notorious for being male-dominated and intimidating, Natasha Percy-Baxter is on a mission to change the conversation entirely. Since launching her own practice in 2021, the wealth manager has become the voice for high-achieving women who refuse to be patronized about their money. From being featured in pages of Harper's Bazaar to advising at House of Lords roundtables, Percy-Baxter has built her reputation on making wealth management both welcoming and intellectually rigorous. Her client roster reads like a who's who of London's professional elite, while her speaking engagements span from Ernst & Young boardrooms to exclusive members' clubs. With features in The Times' Top Rated Financial Advisers Guide for four consecutive years and the distinction of being the most downloaded guest on The Financial Planner Life podcast, she's proven that expertise and accessibility aren't mutually exclusive. We sat down with her to discuss revolutionizing an ancient industry, one conversation at a time.

Natasha, you launched your practice in 2021 with a mission to make wealth management more welcoming. What was broken about the industry that made you want to fix it?

Wealth management and the financial industry in general have always been renowned for the jargon and having their own language. It also can be a very judgmental space, which has led to many of those who would benefit from financial advice avoiding seeking it. Wealth managers are 84% men, and the average age is 57. I’ve met many women who have told me they want to work with me, despite already having a wealth manager, because they want someone who listens and takes the time to help them figure out a bespoke financial plan based on their goals and priorities, rather than someone who gives them an off the shelf solution simply because of their age and life stage. I believed the industry was ripe for a new, more personal approach, where the client is the main focus, not the product.

You’ve become synonymous with closing the gender investment gap. What's the most shocking financial blind spot you've discovered among successful women?

I’ve found the biggest blind spot for successful women is thinking they have to do it on their own or reach some arbitrary figure before they can engage the services of someone like me. This means they miss out on valuable time when they could have an expert by their side.

The House of Lords invited you to discuss billion-pound policy changes. How did it feel to have your voice heard at that level?

That was a very special and proud moment. I have always been vocal about the gender gaps within the financial space. The gender pay gap gets the most press and is an important issue, but it is actually the smallest gap. Bigger than that is the gender investment gap, and the gender pension gap is the largest. It was a great opportunity to not only acknowledge the problem but to also discuss potential solutions.

You work exclusively with high-achieving professionals. What's the most common money anxiety they share with you?

‘I’m not sure I’m doing the right thing when it comes to my money’ is the most common concern I hear. This is completely understandable given how complex the world of finance can be, and that’s without new tax rules coming in with each year’s Budget. This also ties into the other most common problem – ‘I don’t have the time’. We all live very busy lives, and it is easy for researching and sorting out our finances to fall to the bottom of our daily to do list. What’s the solution? Well, if we want to get into a good workout routine, it is a big help to have an accountability buddy, the same is true for our money.

Money conversations can be deeply personal. How do you create that safe space for clients to be vulnerable about their finances?

I understand that talking about money is one of the most intimate things we can do. I appreciate everything my clients share with me. I have been called a financial therapist and because of the level of information my clients feel comfortable sharing with me. To achieve this, I ask questions that get my clients thinking in a way they probably haven’t before. This taps into a part of their brain they are unlikely to engage on a day-to-day basis. It is also about encouraging conversations they haven’t had before, whether that’s with their spouse about how their household finances are managed, or with the parents about inheritance or helping with childcare costs. I constantly remind my clients that there are no silly questions or wrong answers.

Looking at the next generation of female entrepreneurs, what's the one financial principle you wish every woman understood?

It’s never too early or too late to start. When I speak to women about their finances, they often tell me they will start engaging with them once they hit a certain milestone. Either that or they wish they had started earlier. This is especially true after I explain the power of compounding over time, which Einstein referred to as the eighth wonder of the world. The example I usually give is around how much you need to be contributing into a pension if you want to retire at age 65 with a pot of £1 million, which based on the 4% rule would provide an annual income of £40,000. Based on an average return of 7.5% per year, at age 30 the monthly contribution would have to be £493, at 40 it would be £1,140pm and at 50 £3,021pm. The later you leave it, the more money you need to contribute to make up for that lost time, so don’t put it off, take action today.

Learn More about Natasha Percy-Baxter.