Graham Wells

Financial Coach and Chartered Financial Planner

What I do

I love having the freedom to help people in any way that suits them, free of product distribution and regulatory boundaries. There’s nothing quite like the feeling of sheer delight when clients gain new insight, knowledge, and confidence about their own future.

The types of people I most enjoy working with are those who are curious about making the most of their time and their talents. I like helping people who seek to align their finances with their absolute best way of living, wherever that might be in the world.

Through GroWiser, I work mostly with midlife individuals and couples in their 40s and 50s.

Many of my clients earn well, but may not yet have accumulated sufficient assets to warrant a regulated financial adviser. Others have plenty of assets to justify regulated advice, but have specifically sought coaching for true independence and empowerment.

The proudest moment of my GroWiser journey to date has been being asked to join the training team alongside Simonne Gnessen, founder of Wise Monkey Financial Coaching. Simonne was the pioneer of financial coaching in the UK and has helped thousands of people find their own path towards financial freedom.

The thing I love most about my role as the founder of GroWiser is the flexibility and sense of purpose that means I could do this well beyond any “normal” retirement age. In fact, this isn’t a job – it’s just me!

Purpose and values
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My story

I have more than 30 years’ experience in financial services, working at every level of the profession from bank teller to supervisor of wealth managers.

My earlier career gave me first-hand experience of personal lending and mortgages before spending six years as a financial adviser. This was followed by a move into learning and development, where I found a real passion for how people learn and behave.

I spent time as a trainer in big banks and wealth management, before becoming a development coach and first-line supervisor to a team of corporate and commercial wealth managers.

In 2015, I trained as a financial coach and spent six years contracting as a training consultant to Santander, Tesco Bank, and Standard Life, whilst thinking about how best to begin my own coaching business.

I started GroWiser Financial Coaching as a side hustle in 2020 before launching on a full-time basis in July 2021.

My expertise is now focused on financial education and guidance, behavioural change, and the emotions of money. I also draw on my skills as a Chartered Financial Planner to help individuals and couples with the non-regulated elements of financial planning . It’s about helping to empower clients to take control of their own long-term financial planning.


Outside of work

I’ve been a member of the Haddington Pipe Band for more than 30 years, holding various positions including pipe sergeant, secretary, and tutor. I play the bagpipes and the bass drum, though not at the same time!

I love our VW camper van, both for working in at our wonderful local beaches and for family holidays.

I enjoy hillwalking, paddleboarding, and skiing. I also love pottering around coastal areas, exploring rock formations and caves, watching the wildlife, and embracing the weather.

Graham in the spotlight

On an ideal weekend, you can find me:

Exploring the outdoors with my wife and two boys or performing with the local pipe band.

My favourite holiday destination is:

The far north-west coast of the Scottish Highlands.

My favourite song to play in the car:

Varies all the time. Anything from pipe band music, jazz, and Scottish country dance to tropical house and rave!

The first album I bought was:

U2, Under a Blood Red Sky.

If I could turn any activity into an Olympic sport, I would win a medal in:


When the dessert menu arrives, I’m looking for:


The three qualities that draw me to new people are:

Quiet confidence, curiosity, and being up for trying something new.

My pet peeve is:

People who never empty the vacuum cleaner.

The best gift I’ve ever received is:

A Bose sound dock.

The three people at my dream dinner party would be:

My wife and any two of our best pals. No-one famous.

The three small things that make my day better are:

A nice coffee in the morning, purposeful discussions with great people, and a bit of music.

Three things I haven’t done so far include:

A lengthy trip to the Far East, a parachute jump, and a trip to St Kilda.

Are you a financial professional?

If you’re a financial adviser or planner looking to develop a coaching-led experience for your valued clients, you might just find the perfect partner in me. Learn how my training consultancy and partnership opportunities can bring deeper insight into your clients’ financial aspirations, habits and behaviours.

Tell me more