At insight6, we believe exceptional client experience (CX) is more than good service—it’s a critical business driver. Discover how we partnered with Celtic Financial Planning to align with new Consumer Duty regulations and unlock greater client satisfaction in the process.
In this case:
The Challenge
Our Approach
CX Solutions
Results
Celtic Financial Planning: Project Overview
Going beyond compliance to deepen client trust and deliver measurable results.
Celtic Financial Planning, a multi-award-winning advisory firm, partnered with insight6 to align with new Consumer Duty regulations and unlock greater client satisfaction in the process. Through a tailored programme of client feedback, mystery shopping, and actionable insight, they’ve strengthened relationships, increased referrals, and turned compliance into a Customer Experience (CX) advantage.
About Celtic Financial Planning
Established in 2018, Celtic Financial Planning is a chartered and multi-award-winning independent financial advisory firm based in North Wales with a regional office in London. Celebrated for its commitment to community and social responsibility, the expert team offers sincere and transparent financial guidance, prioritising clients’ interests and helping them to meet their future goals. Celtic Financial provides comprehensive financial advice utilising the latest technology. The firm advises individuals, businesses, and trusts on investments, savings, retirement planning, non-investment insurance (such as life assurance, private medical insurance, and critical illness cover), mortgages, and equity release.
The Challenge
Beyond Compliance in Customer Experience
Understanding client needs to help them achieve their financial goals in a highly regulated financial services sector.
The Financial Conduct Authority (FCA) in the UK introduced new Consumer Duty regulations to enhance consumer protection within the financial services sector. The rules stipulate higher standards of care, enabling customers to pursue their financial objectives. Celtic Financial Planning didn’t just aim to meet expectations; they wanted to exceed them.
Already known for their transparent, client-first approach, the firm saw an opportunity to utilise Customer Experience (CX) data to refine its service to clients, identify unmet needs, and uncover additional value throughout the client journey. Celtic Financial Planning was keen to ensure compliance with regulations, as well as gain a better understanding of how clients felt about the services offered and whether the customer enquiry process was effective and fit for purpose.
Want to know the truth about enquiry handling in Professional Services? Download our 2025 Professional Services Client Journey Report here.
Our Approach
Regular customer interaction for accurate insight and added value
How a bespoke customer review programme uncovered what clients truly want and attracted new clients too
Working closely with Rhian Anstey, CX Director for North Wales, Celtic Financial implemented a bespoke programme of:
Real-time feedback using instant insight, gathering views from existing clients at critical touchpoints.
Tailored client surveys designed to surface opportunities for cross-sell and capture perceptions around clarity, care, and confidence in decision-making.
Mystery shopping aligned to Consumer Duty principles, assessing how effectively the business handled enquiries and delivered advice.
The goal? Not just compliance, but consistently outstanding client experience.
CX Solutions
Improving customer satisfaction by gaining exact feedback
Consistency in CX reviews provides the confidence to add value and achieve clients’ goals with tailored advice
Working in partnership, Robert Lewis, MD of Celtic Financial Planning and insight6 CX Director for North Wales, Rhian Anstey CXPA, created a bespoke client survey to measure client satisfaction. The solution was to help the firm understand what matters – asking the right questions to uncover unmet needs, concerns, and opportunities to add value. The survey also investigated cross-selling opportunities by introducing a “what other services do you need?” question.
instant insight, the unique customer feedback software from insight6, was the perfect solution for Celtic Financial Planning. Enabling the firm to capture real-time feedback, the system, backed up by support from Rhian, helped identify service gaps and transform customer feedback into actionable insights. Acting on these insights, Celtic Planning was able to exceed regulatory requirements, enhance the customer journey, and, significantly, increase customer loyalty. Regular reporting and feedback have empowered the team to spot issues early, act quickly, and enhance clarity and communication in every client interaction.
The addition of a cross-selling question provided an excellent opportunity to offer clients further services they might not have been aware of, thereby enhancing their customer experience and helping them meet their future goals. A single cross-sell question in the feedback loop resulted in over 200 clients requesting guidance on additional services, turning insight into immediate commercial benefit.
To complement the feedback programme, we also conducted quarterly mystery shops for the first 12 months, focusing on Consumer Duty, which provided valuable snapshots of how enquiries were being handled and identified areas for refinement. Using highly trained researchers, insight6 checked in with clients, asking about their experience, including whether their needs were identified, whether they understood the advice they received, whether the benefits were thoroughly explained, and whether the financial advisers could have provided more clarity to aid in the decision-making process.
Project Outcomes
Improved customer satisfaction leading to business growth
More 5-star reviews, new client interest, and stronger relationships.
The ongoing feedback programme helped Celtic Financial Planning maintain and improve already strong satisfaction levels, using Net Promoter Score (NPS) as a key performance measure. Their score rose from 77 to 82, with a peak of 87, indicating a significant shift in loyalty and quality of experience. Alongside this, the insight6 partnership supported the firm in building greater visibility and trust through Google reviews. After launching the feedback programme, Celtic received a significant number of new 5-star reviews, bringing their total to over 100, making them the most-reviewed financial planning firm in the region. Thanks to the cross-sell question in the survey, over 200 clients expressed interest in additional services, helping Celtic grow its business and deliver more value.
Results that speak for themselves:
- Net Promoter Score increased from 77 to 82, peaking at 87
- 100+ five-star Google reviews, boosting reputation and visibility
- 200+ cross-service enquiries generated from feedback insights
By putting clients at the heart of their strategy, Celtic Financial Planning has seen a measurable uplift in satisfaction, loyalty, and inbound interest.
“The insight6 toolkit, combined with Rhian’s outstanding support, has helped us understand our clients’ needs more deeply and encouraged candid feedback. Since partnering with insight6, we’ve seen a substantial rise in our five-star Google reviews, which in turn has bolstered new client enquiries, trust being a key factor in deciding whether to reach out.”
— Robert Lewis, Managing Director & Chartered Financial Planner
insight6’s end-to-end customer experience (CX) solutions have earned us a reputation as the partner of choice for many forward-thinking companies. Our network of local specialists provides on-the-ground support. Don’t let an inadequate customer experience ruin your reputation or impact your success. Get in touch today to schedule a no-obligation chat with your local CX specialist or a free demo of our total feedback solution—instant insight.