Beyond the Stereotype: How Toby Freeman and Forbes Financial Are Redefining Financial Advice

If you imagined a financial advisor as a pinstriped figure with a briefcase, think again. When Toby Freeman—a self-described '6 foot 5, 120 kilo bloke'—knocks on a client’s door, reactions range from amused to astonished. But beneath the memorable first impression is a refreshingly personal commitment to his clients. Drawing on candid anecdotes and moments of vulnerability, like grappling with loss and the chaos of missed Wills, Toby’s story reshapes what it means to be a trustworthy advisor. This is financial advice with a human face—sometimes unpredictable, always authentic, and occasionally a little messy. Buckle up for insights that might just shift how you see your own money conversations.

Breaking the Mold: Toby Freeman’s Day-to-Day Reality

When people picture a financial advisor, they often imagine someone in a crisp suit, quietly shuffling paperwork behind a desk. But Toby Freeman, a financial advisor at Forbes Financial St James’s Place in Tunbridge Wells, is redefining what it means to work in financial planning. With four years of experience and a personal approach that puts clients at ease, Toby’s day-to-day reality is anything but stereotypical.

Unexpected First Meetings: Breaking the Stereotype

For many new clients, the first impression of Toby Freeman is a memorable one. Initial engagements always begin with a phone call—a friendly, informal chat to set the stage. But it’s the in-person meeting that truly breaks the mold. Standing at 6 ft 5 in and weighing 120 kg, Toby’s towering presence is a far cry from the image most people have of a financial advisor.

“You don’t look like a financial adviser.”

This is a comment Toby hears often when he arrives at a client’s doorstep. Rather than brushing it off, he uses it as an ice-breaker, instantly making the atmosphere more relaxed and approachable. By surprising clients and challenging their expectations, Toby opens the door to genuine, honest conversations—an essential foundation for strong financial planning client relationships.

Client Engagement in Financial Planning: Conversation First

Unlike the traditional approach that jumps straight into forms and figures, Toby’s first priority is always the person in front of him. The initial meeting is never about paperwork; it’s about starting a conversation. Toby knows that real client engagement in financial planning begins with trust and comfort, not numbers.

• Listening first: Toby encourages clients to talk about their lives, goals, and concerns.
• Building rapport: He uses humor and honesty to create a safe space for open dialogue.
• Personal connection: By sharing a bit about himself, Toby helps clients feel at ease discussing their finances.

This approach is rooted in the understanding that financial advice is deeply personal. Clients are more likely to open up about their true financial situation and aspirations when they feel understood and respected. Toby’s authenticity and down-to-earth style foster the kind of trust that leads to better outcomes for everyone involved.

Beyond Appearances: The Value of Authenticity

Toby Freeman’s daily work at Forbes Financial St James’s Place is a testament to the power of authenticity in financial advising. By breaking down stereotypes and focusing on genuine connection, he helps clients move past their initial nerves or misconceptions. This not only makes the process more enjoyable but also leads to more meaningful, effective financial planning.

In a world where financial advice can feel intimidating or impersonal, Toby’s approach stands out. His day-to-day reality is proof that the best client engagement in financial planning starts with a simple conversation—and sometimes, a surprising first impression.

Why Wills (and Real Conversation) Matter More Than You Think

When most people think about financial planning, they imagine spreadsheets, investment portfolios, and retirement forecasts. But for Toby Freeman and the team at Forbes Financial, the conversation starts somewhere much more personal—and often, more emotional. Toby’s approach to financial advice is shaped by his own life experience, especially the pain of losing family members who had no Will or Lasting Power of Attorney (LPA) in place. As he puts it,

'Not only was it traumatic but actually it was incredibly stressful to go through.'

Drawing from Personal Pain: The Real Cost of Missing Documents

Toby doesn’t shy away from sharing how deeply the absence of a Will or LPA affected his family. The emotional toll was matched only by the financial chaos that followed. Without these crucial documents, families can face months—or even years—of uncertainty, legal battles, and unexpected costs. The importance of Wills and Lasting Powers of Attorney becomes painfully clear in these moments. It’s not just about who gets what; it’s about protecting loved ones from unnecessary stress during already difficult times.

• Wills ensure your wishes are respected and your assets are distributed as you intend.
• Lasting Powers of Attorney allow trusted individuals to manage your affairs if illness or incapacity strikes.

These aren’t just legal documents—they are acts of care and foresight. Toby’s candid stories highlight how missing them can lead to both emotional and financial hardship.

Proactive Financial Planning: More Than Numbers

At Forbes Financial, proactive financial planning means starting with the basics: Wills and LPAs. These are the foundation of a secure financial future. Toby’s process doesn’t begin with products or investments, but with real-life questions:

• What would happen if you were suddenly unable to make decisions?
• Who would take care of your children or your business?
• How would your family cope, both emotionally and financially?

By focusing on these scenarios, Toby helps clients see that financial planning is about more than growing wealth—it’s about protecting what matters most. The importance of Wills and Lasting Powers of Attorney in proactive financial planning cannot be overstated, especially when it comes to stress relief and peace of mind.

Real Conversations: The Heart of Financial Advice Stress Relief

Toby’s personal approach sets him apart. He believes that finance is as much about emotion as it is about numbers. By opening up about his own experiences, he invites clients to do the same. This transparency demystifies the financial planning process and makes it easier for clients to take action. The result? Less stress, more clarity, and a financial plan that truly fits their lives.

In a world where financial advice can feel cold and impersonal, Toby’s method is refreshingly human. He shows that the right conversation—rooted in empathy and real-life experience—can turn financial planning from a source of anxiety into a powerful tool for stress relief and security.

The Unfiltered Reality: Impact, Responsibility, and Grit

Step behind the polished image of a financial advisor and you’ll find a world that’s far more complex—and far more human—than any stereotype suggests. For Toby Freeman and the team at Forbes Financial, the reality of financial advisor responsibilities and ethics is not just about numbers and annual reviews. It’s about real lives, real trust, and the relentless grit required to do the job right.

Changing Lives—No Exaggeration

Financial advisors can truly alter the course of their clients’ lives. As Toby puts it,

“You really can change the path that someone’s life is on by just giving them a helping hand.”

The Weight of Responsibility

But with this impact comes a heavy responsibility. “You need to get this right,” Toby says, acknowledging that a single misstep can set a client back for years. The stakes are high, and the ethical standards are even higher. Financial advice ethical standards demand that every recommendation, every strategy, is made with the client’s best interests at heart. There’s no room for shortcuts or half-measures. Advisors must be vigilant, always aware that trust is hard-won and easily lost.

• One wrong move can have lasting consequences.
• Ethics and openness are not optional—they are ongoing commitments.
• Clients rely on their advisor’s integrity as much as their expertise.

Beyond the Annual Review

The reality of the advisor’s role goes far beyond a once-a-year check-in. Toby is clear: “If you need me, you can ring me and I will be there when you need me.” This level of client trust financial advisor relationships isn’t built overnight. It’s forged through quirky meetings, tough phone calls, and the willingness to be available—even when it’s inconvenient. Life changes, markets shift, and plans must adapt. Advisors must be ready to pivot, to support, and to guide—no matter what the calendar says.

Hands-On, Heart-First

Every client’s journey is unique. Toby starts with a meaningful conversation, listening more than talking in those first few meetings. He seeks to understand where clients are now, where they want to be, and then does the hard work to bridge the gap. This approach is about more than just financial planning; it’s about building a relationship that can weather life’s storms. The profession is both rewarding and relentless, demanding not just technical skill but empathy, resilience, and a genuine commitment to each client’s success.

In the end, the unfiltered reality is this: financial advice is a living, breathing partnership. It’s about impact, responsibility, and the grit to show up—every single time.

Listening: The Secret Sauce (That Shouldn’t Be Secret)

When it comes to financial advice, the stereotype often paints advisors as fast talkers with all the answers. But Toby Freeman and the team at Forbes Financial are quietly—and powerfully—challenging this image. Their approach is simple but profound: listening skills in financial advising aren’t just important; they’re the very foundation of great client relationships.

As Toby puts it,

“One being a good listener; you do not want to be the only person in that room talking.”

But listening isn’t just about being quiet. It’s about asking the right questions, reading between the lines, and making clients feel truly heard. This is where client communication skills come into play. Advisors who listen well build trust, uncover hidden needs, and help clients articulate goals they may not have even realized they had. In a world where financial decisions can be intimidating, this kind of support is invaluable.

Yet, Toby is quick to point out that no one advisor has all the answers. The myth of the “know-it-all” advisor is just that—a myth. “It’s the same in any walk of life: no single person knows everything about everything,” he says. That’s why Forbes Financial encourages a culture of financial advice mentorship and teamwork. Advisors are empowered to draw on the collective wisdom of their colleagues, tapping into areas of expertise they may not personally possess. It’s like a relay race, Toby explains, where the baton of wisdom is passed from one expert to another, ensuring clients always get the best possible advice.

This willingness to ask for help isn’t a weakness—it’s a strength. Vulnerability goes both ways in financial advising. When advisors admit what they don’t know and seek guidance, they model humility and a commitment to lifelong learning. For clients, this means their financial future isn’t limited by one person’s knowledge but is supported by a whole team’s expertise.

So, what’s the takeaway for aspiring advisors—or savvy clients looking for the right fit? The secret sauce isn’t really a secret at all. Listening, mentorship, and humility are the lifeblood of truly effective financial advice. Toby Freeman lives this every day, proving that the best advisors aren’t the ones who talk the most, but the ones who listen the best and never stop learning. In the end, that’s the kind of financial advice that stands the test of time.