Who is Lucro for?
Business owners and other ambitious individuals who want their financial decisions to work together, with less complexity and a personal relationship.
Meet the people behind Lucro
Principal and Financial Adviser
Ambitious about your future. Personal about how we get there.
Sam is Lucro's founder, Principal and Financial Adviser. His career in financial services began at around 18, working in collections before moving into mortgage advice.
He founded Futures Financial in 2019 and began training as a financial adviser in 2024. In 2026, Futures Financial and Lucro Wealth Management came together under the Lucro name, bringing lending, financial planning and insurance under one roof.
The person, not just the problem
Start with what matters to you.
You might come to Lucro with one question. Sam's starting point is to understand you: what you want to achieve, what is taking up your time and what needs attention first.
That does not mean tackling everything at once. If the right first step is simply to solve the problem you came with, that is where the conversation starts. The other pieces can follow when you are ready.
For Sam, white-glove service means thinking ahead and understanding what someone needs in that moment. It is about having someone in your corner, helping you make sense of the bigger picture without overloading you.
“It's a marathon, not a sprint.”
Sam Brown, on building relationships rather than treating each decision as a transaction.
Building Lucro
Less friction. Never less personal.
In 2019, Sam knocked on estate agents' doors until one offered him a desk. That was the beginning of Futures Financial. A few months later, COVID brought a period of uncertainty, followed by what he describes as the busiest 18 months of his mortgage career.
As the business grew, referring clients elsewhere for their wider financial needs made him want greater continuity. He began training as a financial adviser in 2024. Lucro's 2026 launch brought Futures Financial and Lucro Wealth Management together, with lending, financial planning and insurance under one roof.
Whenever a process is created or changed, his question is the same: how can we remove friction and add value, without losing the personal touch? That thinking sits behind his work to keep Lucro moving forward, using technology thoughtfully to make the experience simpler and more personal.
Building the right team, and helping people grow, is one of his proudest achievements. Shared processes provide consistency, while each colleague brings their own perspective and personality.