Ross Elder - Spear's Magazine

Ross Elder

Lincoln Private Investment Office

Wealth Managers 2020
Company Size

Top Ten HNW Wealth Manager

Ross Elder is the driving force behind Lincoln Private Investment Office, which looks after about 150 families with minimum investments of £3 million. Lincoln was set up with the help of a group of clients looking to create a genuinely independent wealth management firm, and these founding principles still apply today. It focuses on looking after the current client base rather than searching for the next bit of the business, eschewing any form of advertising or marketing to rely on word-of-mouth endorsements. ‘We’ve been extremely fortunate in that we’ve continued to perform well and deliver what our clients say is good service.

They continue to refer friends, family members and business partners,’ says Elder. Lincoln asks everyone who works there to invest their own money.

‘Every penny of mine and my wife’s money is invested in Lincoln in the same way as our clients,’ he says. ‘So if we lose money for our clients, we lose money for ourselves and our families.’ In the era of Covid-19, this alignment of wealth managers and those having their wealth managed is unique. ‘There have been a lot of challenges, but being close to our clients and being in it together has really strengthened the relationship,’ reflects Elder.