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"What I wanted to do was deliver something on the service side of things. I links of london charms a really good rapport with all my clients and so did these five other IFAs, so we set up Plutus as a way to establish long-lasting relationships with our clients." And Links of London Dress Charm is exactly what Plutus is doing. Partridge and her business partners put a lot of emphasis on communicating with their clients, providing them with quarterly newsletters and seminars. "The client goes on a journey. It is all about being active and informing people who may be intimidated by financial planning of what's going on." Links of London Duck Charm principal aim is to make financial advice accessible to younger people but it is also targeting other atypical groups. "There is a perception that you have to have loads of money to receive financial advice. But no matter how much you are earning, you still need to save. We want to focus less on wealthier clients, make advice less intimidating and cut out the jargon." In fact, Partridge says: "Our Links of London E Charm PR strategy is going to be built around the masses, really." Unsurprisingly, digital marketing will play a leading role. Plutus uses back-office system Intelligent Office and launched its online client portal, where clients can update their fact-finds and get current valuations, in 2010. This year will see an increased online presence. "We have upped our use of LinkedIn and Twitter and we are going to increase our tweets.""It means our name is out there. It is useful for existing clients and it is useful for generating business."