When The Private Office (TPO) first joined VouchedFor in 2019, it was seen as a lead source. Today, client feedback sits at the heart of everything they do – driving adviser performance, informing board decisions, and powering a culture built on service excellence.
That evolution helped TPO double client referrals in just two years and win VouchedFor’s 2025 Client Care Award.
From lead generation to leadership in client experience
“We originally saw VouchedFor as a way to generate new enquiries,” recalls Dean McSloy,
Partner and client-facing adviser. “But it quickly became clear that the real value was in the feedback. It gave us the data and confidence to continually improve.” Since then, feedback has become embedded across the business. Every adviser and manager has access to real-time data through VouchedFor’s Elevation platform. The firm has also created dedicated dashboards for adviser managers to monitor trends and identify development opportunities.
Sarah Aitken, TPO’s Head of Quality Assurance, explains: “Feedback now feeds directly into our monitoring and Consumer Duty framework. It allows us to evidence that we’re listening to clients and identify risk markers early — whether that’s clients not speaking to their adviser often enough, or uncertainty about fees.”
Turning feedback into culture
Feedback at TPO isn’t just collected — it’s shared, celebrated, and acted on.
• At board level, client insights feature in every report.
• For advisers, feedback forms part of monthly KPIs and remuneration.
• Across the wider team, positive comments are shared in internal newsletters and weekly messages.
“It’s created a culture where everyone talks about service,” says Dean. “If a client ever gives us a lower score, it triggers a call straight away — not to defend ourselves, but to understand and improve.”
That focus has helped TPO lift its client satisfaction from 90% at the end of 2024 to 93% in 2025. It’s also boosted adviser confidence. “Seeing genuine client comments in their own words gives advisers the reassurance that they are changing lives,” Dean adds. “It’s incredibly motivating.”
Using feedback to grow organically
The Private Office’s most powerful discovery was that many clients were willing to recommend them — but had never been asked. “The data showed us how many of our clients said they’d happily refer us,” says Dean. “Once advisers saw that, their confidence to ask grew — and referrals doubled within two years.”
This insight has shaped both adviser training and marketing. The firm now shares client stories externally through social media and Top Rated Guide coverage, strengthening both brand visibility and individual adviser profiles.
Feedback also helps with professional introducers. “Having independent, verified client data gives our introducers confidence when referring their clients to us,” Dean explains. “It’s proof of the experience we deliver.”
Recognised by clients – and the industry
In 2025, TPO’s commitment to listening and acting on client feedback earned them the Client Care Award at VouchedFor’s inaugural Client Experience Awards.
“For us, it’s the ultimate accolade,” says Dean. “It’s not judged by a panel — it’s based entirely on what clients say about us. That’s what makes it so meaningful.”
The firm has also maintained Top Rated Firm status for six consecutive years, with multiple advisers qualifying individually. “Clients often mention seeing us in the Guide,” Dean adds. “It reinforces trust and gives them peace of mind that they’re in safe hands.”
Advice to other firms
Sarah’s message to peers is clear: “Don’t underestimate the power of conversations. Technology and AI are changing the world, but listening to clients will always be the foundation of great advice.”
Dean agrees: “We now treat feedback as strategic intelligence. It’s helped us grow, coach, and improve. Honestly, any firm not investing in feedback is missing the biggest opportunity there is.”
