Women In Wealth With Cherie-Anne Baxter-Blyth
‘Women In Wealth’ is all about showcasing women in the wealth management industry who are thriving and challenging stereotypes. We feature real perspectives of what it’s like, the barriers and the breakthroughs.
Here, Cherie-Anne Baxter-Blyth, Marketing & Strategy Director at Unividual shares her take.
What is your job title?
I am a Marketing & Strategy Director and Firm Principal of Unividual, a financial planning business based in Bath.
How did you get into wealth management and what makes it the career of your choice?
I joined the family business! There’s a lovely tradition of financial advisers’ children stepping into the profession, and in my case, my dad founded Unividual in 2000. My brother and I took over ten years ago, but when they first asked me to join, my gut reaction was:
"I know nothing about finance, I have no interest in it, and marketing in this industry must be so boring!"
I had a successful career in marketing growing a recruitment consultancy. But something pulled me towards this challenge, not because I wanted to work in finance, but because I saw the potential to create something extraordinary. I wanted to help grow a business that wasn’t just about numbers but about people, relationships, and impact.
For the first few years, I rolled up my sleeves and tackled the behind-the-scenes work that no one loves, in things like operations, HR, finance, data. But once I’d built a strong foundation, I was finally able to transform how we communicated financial planning to the world.
That’s when everything clicked. I discovered how much behavioural science played a role in finance, how psychology could help clients make better financial decisions, and how storytelling could help more people understand the power of financial advice. Instead of just competing for clients, I focused on attracting consumers new to our world.
That’s when I realised: this isn’t just a career. It’s a mission. What we do changes lives.
Are there any barriers you have faced as a woman working in the wealth management industry, and how have you overcome them?
Without a doubt! However, I’ve been in a privileged position. Whilst being in a family business comes with its own set of challenges I’ve been able to shape culture. At Unividual, we created an environment where everyone, regardless of gender, background, or experience, has the space to thrive.
However, stepping outside of the comfort of my own firm, into the wider profession, was a different story. I’ve sat at tables at financial services events where I’ve been the only woman, surrounded by men in their 50s, who don’t event attempt to start a conversation with me let alone give you the time of day.
When I am at an event and someone is getting left out, the first thing I do is go over and talk to them. No one did that for me. I know how isolating it feels. Women could never seem to fit in to “The Boys Club” – and those who did never made it any easier for those of us who didn’t.
So I started avoiding financial services events all together because I was tired of feeling like an outsider. But then I realised if I stop showing up, nothing changes. So, I pushed past the discomfort. I started making a conscious effort to be in the room, take up space, and own my expertise. Change only happens when diversity is visible. From that point I was then able to affect change in others.
Over the years there has been enough people in financial services who have given women a voice and have helped men realise the important role we all play in shaping our profession. I have watched with pride as financial services really started to think about “what type of profession do we want to be?”. If I was to describe our profession now it would be kind, collaborative, friendly and open. Things really have changed for the better.
Now we are all at this starting point we need to really change the systemic issues that prevent women from taking up positions of responsibility and leadership. We need to move to point where women financial advisers are the majority because I firmly believe this job is made for our skill set! The big question we all need to answer is what tools do women need to redefine what a successful financial advice looks like.
What do you like the most about being a woman in wealth management?
I love that I can challenge the status quo! Being a woman in this profession means bringing fresh perspectives, new ways of working, and a modern approach to client relationships. And here’s something crucial…Women’s wealth is increasing significantly in the UK. Yet, financial advice has historically been built around men’s financial needs. That must change.
But this isn’t just about gender. It’s about building a profession that truly serves the people who need it. Diversity isn’t a buzzword, it’s a business advantage. A firm that embraces different perspectives, backgrounds, and experiences will always outperform those stuck in their old ways.
Every day I get to empower women to build financial independence, whether that’s helping female clients take control of their money or mentoring the next generation of women coming into the industry. Success in this space isn’t defined by the old-school model. It’s not just about numbers and technical skills. It’s about talent, creativity, and emotional intelligence. And that’s why diversity isn’t just a “nice-to-have”. It’s a business necessity.
What advice do you have for a woman wanting to get into wealth management and those wanting to advance?
1. Challenge the stereotypes
I hear it all the time: "I can’t do financial advice - I’m not a maths person!" That’s nonsense. This job is only about people. Our role is to understand behaviour, build trust and help clients make better financial decisions. If you’re a problem-solver, a communicator, and someone who wants to make a difference, this career is for you.
2. Choose the right environment
Not all firms are created equal. Some companies are box-ticking diversity initiatives while still clinging to outdated cultures. Others genuinely invest in inclusion and progression. Don’t be fooled by big salaries and flashy benefits. If you’re not in an environment that supports and values you, it will wear you down. Find a firm that aligns with your values. No amount of money is worth compromising your values.
3. If you don’t see a space for yourself, create one
If the table is full of people who don’t look like you, don’t leave, pull up your own chair. Whether through networking, mentorship, or simply speaking up, you have the power to shift the culture.
4. Silence your imposter syndrome
So many brilliant women and men hold back because they don’t feel “qualified enough” or “experienced enough” to speak up. Stop waiting for permission. You are already enough. The industry doesn’t just need more women, it needs you!
Whether you’re a woman considering financial services as a place to start your career, a leader looking to make your workplace more inclusive, or a man in this industry wondering what you can do…just get S**T DONE! Take action! Change happens when we all commit to doing better. If you don’t see that change happening around you then be the one to start it.