Rooted in Care, Growing Together: Ginkgo Named Finalist for Two London Business Awards

When we started Ginkgo back in 2012, we didn’t have a five-year plan or a marketing strategy pinned to the wall — just a shared belief that financial advice could be done differently. That if we listened properly, explained things clearly, and genuinely cared about the people sitting opposite us, the rest would follow.

So when I found out we’d been shortlisted for not one but two SME London Business Awards — Service Excellence and Positive Impact — I felt a real sense of pride. Not the glossy, trophy kind, but the quiet, grateful kind that comes from knowing the things you value most have been noticed.

Service Excellence: Advice with empathy and expertise

Good service is one of those phrases that gets used so often it loses meaning. For us, it’s simple: treat every client as you’d want a loved one to be treated.

That’s why every client has a named adviser who’s supported by our Client Service and Client Care teams — people who know their story, not just their portfolio. It’s why we keep such meticulous records in HubSpot, so when someone calls with a question, we can pick up the thread immediately.

Over the past year, we’ve been looking at how technology and our own data can help us serve clients even better — spotting when someone might need a nudge, reminder or bit of reassurance before they have to ask. It’s already helped us shape new webinars, refresh our monthly updates, and make our communications feel more timely and relevant.

But the heart of it all hasn’t changed. It’s still about a calm voice on the end of the phone, a face-to-face chat in the office, or a thoughtful email that answers the question you didn’t quite know how to ask.

Positive Impact: Growing with our community

Our Grow with Ginkgo initiative grew quite naturally out of who we are. We’ve always believed a good business should give back more than it takes — not just in donations, but in time, care and connection.

We’ve supported families and neighbours across Blackheath, Greenwich and Lewisham through free education sessions, community events and small, steady acts of kindness — from litter-picks and planting days to sponsoring literacy projects in local schools.

This year, we took that a step further by:

• Setting up regular drop-ins in churches, care homes and GP coffee mornings so older residents and carers can get clear answers to tricky questions.

• Partnering with ABC Book Club to create “money-skills” book sets for school libraries.

• Sponsoring the Friends of Hornfair Park replanting project and supporting Mycenae House’s Reach Out initiative when other funding fell away.

• Creating flexible roles and training opportunities for local parents and career changers — because the way you treat your team is part of your community impact too.

None of these things are headline-grabbers on their own. But together, they’ve helped us deepen our roots — building everyday confidence and connection in the place we call home.

Why these nominations matter

Both categories — Service Excellence and Positive Impact — speak to the same truth: good advice is about people, not products.

Our team — a brilliant, predominantly female mix of advisers and client care professionals — brings empathy and professionalism to everything they do. These nominations aren’t just about business success; they’re about proving that you can lead with kindness, consistency and care, and still achieve great results.

At Ginkgo, we’ve always said that good advice should leave people feeling calmer and more in control — not confused or sold to. Being recognised by the London Chamber of Commerce tells me that approach still matters.

A final thank you

To our clients, partners and neighbours: thank you for the trust, feedback and support you’ve given us over the years. Every recommendation, every friendly chat at a local event, every review helps us grow a little stronger.

We’re looking forward to celebrating with all the finalists — and to continuing to serve our community with the same dedication that got us here.

By Debra Blundell, Co-founder and Head of Marketing, Ginkgo Financial

Approver Quilter Financial Services Ltd 28/10/25.