Why ESG builds trust and purpose in financial services
Why ESG builds trust and purpose in financial services
In financial services, trust has always been vital. But today’s clients want reassurance that their money is not only being managed wisely, but also responsibly, with care for people, communities, and the planet. As a result, environmental, social and governance (ESG) has become central to resilience, reputation, and sustainable growth.
At Continuum Financial Services, this responsibility is taken seriously. The financial advisory business strives to be one of the leaders in its sector, setting the benchmark for quality that clients, advisers, colleagues, partners, and regulators can trust.
As Simon Reeve, Head of Operations at Continuum, puts it: “We’ve always believed financial planning is about more than money. It’s about people, communities, and the future. The “S” in ESG, social responsibility, really resonates with us.”
From compliance to culture - and financial literacy
While regulation has accelerated ESG adoption across the financial industry, those firms that really stand out go beyond compliance and make financial topics clear, accessible, and understandable. At Continuum, ESG isn’t just a box-ticking exercise, it shapes everyday decisions from investment strategies and client advice to recruitment and training.
“Compliance sets the baseline,” says Simon, “but culture is what builds long-term trust. Embedding ESG into the way we work helps us create deeper, more authentic relationships with clients.”
One of the most powerful ways ESG comes to life is through education. A lack of financial knowledge often prevents people from making confident decisions, so making financial topics clear and accessible is central to ESG. To address this, Continuum produces a weekly newsletter designed to make financial matters clearer and more accessible. This focus on financial literacy demonstrates how ESG can strengthen not only client relationships but also the wider financial ecosystem by reducing barriers, improving inclusion, and empowering communities.
“By helping people make better, more informed decisions, we see education itself as a core part of our ESG commitment”, says Simon.
Credibility through ESGmark® certification
Of course, embracing ESG is not without challenges; with the financial sector in particular, regulations evolve quickly. In addition, many firms feel overwhelmed as to where to start. “Our biggest challenge has been balancing ambition with meaningful, measurable action,” Simon agrees. “ESG is such a wide field, but we’ve learned that by focusing on a handful of priorities - reducing our footprint, enhancing diversity, strengthening governance - we can build momentum and credibility.”
To reinforce its commitment, Continuum pursued ESGmark® certification - an independent framework that holds the firm accountable to high standards of responsibility and transparency.
“Having the ESGmark® Certification has brought real value in two ways. Firstly, it provides reassurance to clients that we are serious about sustainability, and secondly it has helped us engage our team internally by giving us a recognised badge of progress and purpose. We’re therefore delighted to have achieved re-certification”, explains Simon .
“We see ESG as a journey rather than a destination. Looking ahead, we want to deepen our reporting and transparency and further engage our clients in the conversation. Ultimately, our goal is to ensure ESG is embedded in every decision we make for the benefit of our clients, colleagues, and communities.”
Strengthening trust and client relationships
Clients increasingly want their money to align with their values, while regulators demand clear evidence of responsible practices. For firms like Continuum who want to lead the way in responsible finance, ESG is not a one-off project but an ongoing commitment.
“The progress we are most proud of is embedding ESG thinking into the day-to-day running of the business,” explains Simon. “That includes formalising our policies, increasing awareness and training across our team. Most importantly, it’s now part of our culture rather than a separate initiative. Over the last year, our turnover has grown by 20%, signalling higher client trust and engagement, so we’re obviously doing something right!”
Darrell Stone, Head of Partnership Development, agrees: “Financial advisers have a vital role in supporting other companies with their ESG goals. Trust is key, and having this external certification is incredibly valuable in showing our clients that we take ESG seriously.”
About Continuum
Continuum is an ESGmark® certified financial advisory firm that offers both personal and workplace financial advice, addressing their clients’ unique challenges through tailored financial planning solutions.
Head to our Q&A with Simon here to learn more about how Continuum embeds ESG principles and how ESGmark® certification has strengthened the firm’s credibility, deepened team engagement, and supported its journey towards more sustainable, purpose-driven growth.
About ESGmark ®
ESGmark® is the community for people and organisations who care about the planet and society. ESGmark® supports businesses along their ESG journey, through certification, carbon footprint measurement and consultancy. The ESGmark® Certification is a symbol of trust and distinction that allows consumers to identify organisations who believe in and act to deliver a fairer, more sustainable future.
To explore how embedding ESG can strengthen your organisation and client relationships, get in touch with our team to explore how ESGmark® Certification can support your business.