SJP taps Keeley Hawes for new brand platform

St. James’s Place (SJP) has unveiled ‘See Your Wealth Differently’, a new advertising platform fronted by actress Keeley Hawes.

The initiative highlights the role of personalised financial advice, combining the relationship-led approach of SJP Partner practices with the scale and support of one of the UK's largest financial advice businesses.

The first television advert is scheduled to launch in October and features Hawes navigating a world of competing messages and information, illustrating the journey towards tailored financial guidance.

The activity forms part of SJP's wider brand transformation and growth plans, with advertising set to run across television, radio, broadcaster video-on-demand, digital and social channels into 2027.

Rob Sanders, Chief Client Officer at St. James’s Place, said the platform builds on the firm's focus on long-term relationships and holistic advice while highlighting the reassurance provided by the wider business.