High end competition

steve-smith-smith-greenfield-01

High net worth specialist SmithGreenfield is developing routes 
to market and ways of differentiating itself in a competitive 
sector where high levels of service are expected, managing 
director Steve Smith tells Martin Friel

How was SmithGreenfield formed?

Smith Ross James, the first form of the company, was set up in 1996. It started as a commercial and high net worth (HNW) broker but it quickly became obvious that the HNW part was going to be the most active.

The way the business plan developed 
and the contacts we had meant things 
didn’t develop as we had anticipated. 
The contacts were antique dealers and valuers so clients started to come through those channels.

In October 1999, Giles Greenfield, whom I used

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