Celtic Financial Planning

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

Putting Client Experience at the Heart of Financial Advice

Celtic Financial Planning is an independent financial planning firm committed to helping clients achieve their financial goals through expert advice, clear communication and long-term relationships built on trust. The firm partnered with insight6 to align with the new Consumer Duty regulations and unlock greater client satisfaction. 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.

As the business has grown, maintaining consistently high levels of client satisfaction and understanding clients’ needs have remained key priorities. Working with insight6 has enabled Celtic Financial Planning to capture meaningful client feedback, measure satisfaction and identify opportunities for continuous improvement.

This commitment to the client experience has since led Celtic Financial Planning to become the first financial planning firm to achieve the insight6 CX Excellence Mark.

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 wanted to ensure it had an effective way to gather client feedback, understand what clients valued most, and identify any areas where the experience could be enhanced.

The team recognised that while informal feedback was positive, a structured approach to measuring client experience would provide valuable insights, support decision-making, and help maintain high standards as the business continued to grow.

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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.

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.

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, peaking at 87, indicating a significant shift in loyalty and the quality of the experience. Alongside this, the insight6 partnership helped the firm build 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
• Recognition as the first financial planning firm to achieve the insight6 CX Excellence Mark
• Customer insight and feedback data used to support the firm’s successful B Corp certification application

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

Recognised for Customer Experience Excellence

Building on the success of its customer insight programme, Celtic Financial Planning has since become the first financial planning firm to be awarded the insight6 CX Excellence Mark.

The CX Excellence Mark recognises organisations that demonstrate a genuine commitment to customer experience and can evidence a customer-first culture through feedback, insight and continuous improvement. The assessment considers how organisations listen to customers, act on feedback, and embed the customer experience throughout their businesses.

For Celtic Financial Planning, the award reflects the firm’s long-standing commitment to putting clients at the heart of every decision. The customer feedback programme has also played a wider role within the business. The insight, evidence and client feedback gathered through the process helped support Celtic Financial Planning’s successful B Corp certification application, providing further validation of the firm’s commitment to accountability, transparency and delivering positive outcomes for clients.

“At Celtic Financial Planning, great customer experience means far more than simply delivering financial advice. It means building genuine long-term relationships, being accessible when clients need reassurance, communicating clearly, and always acting in our clients’ best interests.

In financial services, trust is everything, and we believe exceptional client experience comes from combining technical expertise with empathy, transparency and consistency. We want every client to feel heard, valued, and confident about their future after every interaction with our team.

To be recognised with the insight6 CX Excellence Mark is something we are incredibly proud of. It validates the culture we have worked hard to build at Celtic Financial Planning, where client outcomes and experience sit at the heart of every decision we make. As a growing independent firm, this recognition means a great deal to us and reflects the dedication and care our entire team brings to our clients every single day.”

Robert Lewis, Managing Director & Chartered Financial Planner

The recognition reinforces Celtic Financial Planning’s position as a business that not only delivers expert financial advice but also places exceptional client experience at the centre of its service proposition.

Rhian Anstey of insight6 and Robert Lewis of Celtic Financial Planning

Looking Ahead

Client expectations continue to evolve, and Celtic Financial Planning remains committed to listening, learning and improving.

By combining expert financial advice with a robust client feedback programme, the firm is well positioned to continue delivering the high levels of service, trust and support that clients have come to expect.

The partnership with insight6 provides an ongoing framework for understanding client needs, measuring success and ensuring customer experience remains a key differentiator for the business.

Could Your Business Achieve the CX Excellence Mark?

Celtic Financial Planning joins a growing number of organisations recognised through the insight6 CX Excellence Mark – an independent recognition of businesses that place customer experience at the heart of what they do.

The scheme celebrates organisations that actively listen to customers, act on feedback and demonstrate a commitment to continuous improvement.

If your organisation is already measuring customer experience and using customer insight to drive positive change, you could be eligible for recognition.

Find out more about the insight6 CX Excellence Mark and how your organisation can apply.