Meet Louise Fitzgerald: Kents Straight-Talking IFA

Author

Kent Business Newsletter
July 31, 2025

About Louise

Louise Fitzgerald, is an Independent Financial Adviser based in Kent, specialising in helping individuals and families achieve financial stability and wellbeing. With a focus on pensions, retirement planning, and long-term security. She works closely with clients to create calm and clarity around their finances.

What drives you - what’s your ‘why’?

Helping people feel confident and in control of their finances is incredibly rewarding. Money can be such a source of stress - I love turning that around and showing people they can build a future they feel good about.

How do you manage the balance between running your business and personal responsibilities?

With young children and a busy home life, I’ve had to get very clear on boundaries and routines. I don’t pretend it’s always perfect - some days the balance tips - but planning ahead and asking for help makes a huge difference.

About the Business

What does your company do? What products or services do you sell?

I offer personalised, regulated, independent financial advice, focusing mainly on pensions, investments, protection, and planning for retirement. I work with clients one-to-one, often over Zoom or in-person, helping them feel confident about the big financial decisions they need to make.

What was your very first product or service, and how has it evolved?

It started as simple pension reviews and guidance, but over time it’s evolved into holistic financial planning - covering income needs, protection, investments, and life goals. It’s become much more about long-term support rather than one-off advice.

What strategies have been most effective in growing your business to the size it is today?

Showing up consistently on social media and offering free, genuinely useful content has made a huge difference. Word-of-mouth has been key too - I’ve been lucky to have clients who refer their friends and family.

Why do you think your customers/users choose you over your competitors?

Because I speak like a human, not a textbook. I make things feel simple and approachable - and clients know they can ask anything without feeling judged.

What’s been your hardest day in business so far - and how did you push through it? 

There was a point early on where I felt completely overwhelmed - trying to be a mum, a business owner, a partner, everything. I had to stop and reassess, cut out what wasn’t essential, and remember why I started. That got me back on track.

If you were starting your business today, what would you do differently?

I would have built an email list from day one! I underestimated how powerful that would be for building relationships and trust.

How would you describe your leadership style?

Empathetic and clear. I believe in setting expectations but also giving people room to grow in their own way. Listening is key.

Do you have any favourite quotes or philosophies that guide you?

“Progress, not perfection.” It reminds me to keep going even when things aren’t perfect - which is most of the time!

How do you see AI shaping the future of your industry, and how will you adapt?

AI will definitely take over some of the admin and analysis, but I think the human side of advice - empathy, trust, understanding - will always be needed. I plan to use tech to enhance, not replace, the personal side of my service.

Why did you choose to base and grow your business in Kent?

Kent is home - and it’s full of ambitious, supportive people. There’s a lovely mix of small business energy and space to grow, especially for those working flexibly or remotely.

What’s your favourite local spot in Kent?

The Pantiles in Tunbridge Wells on a quiet weekday morning - coffee in hand, sun just about out. Bliss.

Any special offers or discounts you’d like to share with the Kent Business Newsletter readers?

I’m currently offering a free 30-minute pension and retirement check-in for anyone who mentions the Kent Business Newsletter - no strings, just helpful guidance.

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