About Lucro
We built the firm we wanted to work at.
Financial planning, mortgages and insurance under one roof, in London, for people who run the business that pays them. One firm, one conversation, and nobody assuming somebody else has covered the gap.
Why we started
Advice is usually delivered in pieces. A planner looks at the pension. A broker looks at the mortgage. Somebody sold a life policy years ago and nobody has looked at it since. Each of them does their bit competently and nobody looks at the whole thing.
That is how a business owner ends up well advised on paper and badly protected in practice. The gaps do not sit inside any one specialism. They sit in between, which is exactly where nobody is looking.
What under one roof means
One team sees the whole picture.
The decisions are connected
What you borrow changes what you can invest. What you owe changes how much cover you need. How you pay yourself changes all three. Advising on one without seeing the others leaves too much to assumption.
You explain it once
The same information, gathered once, used across everything. No repeating your circumstances to three firms who never speak to each other, and no discovering that two of them assumed the third had it in hand.
Somebody owns the whole thing
When the picture changes, all of it gets revisited rather than the one part that happens to be up for renewal. That is the difference between a plan and a filing cabinet.
The people
You deal with an adviser, not a department.
Lucro was founded by Sam Brown. The firm is deliberately small, and the adviser you meet is the adviser you keep. You will not be introduced by one person and then handed to another once the work is done.
We are also building the next generation of advisers ourselves rather than hiring them ready-made, through the Lucro Academy. How we train people says as much about a firm as how it sells.
Where we are, and who we answer to
We are at 167-169 Great Portland Street in London, and we come to you when that is easier, which it usually is. Most first meetings happen around a working week rather than in an office.
Start with a conversation.
Tell us briefly what prompted you to look. One of the team will call you back to arrange a first meeting.
That is the thinking behind everything we do: financial planning, mortgages and insurance, and everything that sits alongside them, in one place rather than three. If you want to know what working with us actually involves, our approach sets it out step by step.