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Guy Layman on forward-thinking finance

By Guy Layman

Director & Chartered Financial Planner, Rockstone Mortgage & Financial Advice

There is a new branch of finance specialists breaking the mould of archaic stereotypes into a newer, more progressive profession. Guy Layman has all the accreditations and experience you would expect from a reputable industry expert – wealth management, mortgage, protection and pension specialist – but the delivery is different: dynamic, modernistic, transparent, and technophilic.

The forward-thinking Chartered Financial Planner has made the south coast his workplace, and his home, delivering open and honest advice to help people plan their financial freedom.

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What do you enjoy most about what you do?

The part of the job I enjoy most is the personal interaction. It’s a great feeling whenever you implement a plan or a strategy and help a client to reach their goals – whether that be a home move, designing a tailored protection plan or entering into retirement with sufficient provision.

What is your top tip for individuals in managing their money?

I think the biggest mistake many people make is that they don't fully understand or appreciate what Plan A looks like. I always advise starting with the end goal in mind and working back from that. It may be that it proves to be unachievable, or that we have to deviate along the way, but at least we've planned for the ideal.

I think a lot of people appreciate the need for a product but don't necessarily understand how it fits in with their goals. My top tip is to work with an Adviser, and to take the time to understand how they will benefit.

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"Sometimes you have to advise that, although the market has moved, what we set out to achieve is still in place and we're going to have to ride out the fact that the market is difficult."

What advice do you stand by in such a fluctuating area as finance?

If your plan and strategy are robust enough, and as long as it’s being reviewed sufficiently, sometimes you just have to hold firm. If we have to make changes and move from one particular strategy to another then, of course, we will do that but I’m a fan of planning adequately and really understanding volatility and the potential risks.

Sometimes you have to advise that, although the market has moved, what we set out to achieve is still in place and we’re going to have to ride out the fact that the market is difficult.

In my job, particularly in a volatile market, you need be able to look people in the eye and for them to know that you’re doing the best for them and that you’re always going to be upfront and honest. It’s important to me that every client feels that, even if it’s not good news, I’m always going to be open with them.

What are your perceptions of the current economic climate from a finance perspective?

Following the pandemic, some markets were over-inflated, and in my opinion, a lot of what we’re experiencing was to some extent expected. I think most of us in the industry expected it to come around the time of COVID rather than subsequently.

The overall economy is obviously heavily influenced by external factors outside of our control, but the markets tend to be cyclical, and I think the outlook for 2023 and beyond, is more positive than it was towards the end of last year.

You’re passionate about embracing technology and changing the outdated perception of your industry: how are you doing that?

Whilst we have quite traditional values, I would love for the perception of my industry and its advisors to change.

We have a drive to develop our systems and processes and to engage with people who are used to buying financial services and products in different ways.

We’re embracing technology in the context of access to information: the accessibility of being able to see and to report and understand the information in real-time.

Technology is a huge part of where we’re going as an industry and there’s an important element of transparency that goes with it. I think historically, my industry had a reputation of figures hidden away in long incomprehensible documents. Clients should and do have far more information available to them about costs and value for money.

Is there anyone who has influenced your journey and what was a key lesson you learned from them?

My father was a big influence. He was a school head-master who became heavily involved with the Education Department in the province where I grew up in South Africa. Towards the end of his career, he was a CEO, having become a very successful and esteemed businessman in his own right.

He was someone who, from a very young age, instilled the values of honesty and integrity. Also, that you need to knuckle down and work hard. Seeing his career progression has proven to me that someone can move huge distances from where they started and do great things

"Technology is a huge part of where we're going as an industry and there’s an important element of transparency that goes with it."

Guy Layman - Director & Chartered Financial Planner, Rockstone Mortgage & Financial Advice

Can you tell us something about yourself that is unrelated to your business?

I came to England in 2002 and hoped that I would become a professional cricketer: that was my dream and aspiration. I still play now; I’m still heavily involved with the cricket club. I’m a Marylebone Cricket Club member and I go to Lord’s frequently – cricket is still very much a big part of my life.

Where is your favourite place to visit when you need to get some perspective?

I live in Lymington and one of my favourite places there is a walk around the sea walls. I could do that anytime of the day, or in any mood, and I would always feel a lot better about things.

Guy Layman