Wealth management elevated: How Quilter Cheviot uses customer feedback as their gold standard
Opportunity
Gather genuine client feedback at scale in a trust-critical industry.
Approach
Adopt a unified approach to customer feedback and insights to build brand confidence.
Impact
Feedback now informs the overall Customer Experience (CX) strategy.
4.7
Trustpilot star rating as of February 2026.
Trust signals
TrustScore integrated across all marketing materials.
76%
5* reviews.
The gold standard in trust
Quilter Cheviot is a holistic wealth management firm, offering financial planning and investment services to high-net-worth individuals, charities, and financial advisers across the UK and internationally.
In this industry, trust is non-negotiable. As EY’s 2025 Global Wealth Research Report put it, “trust must be earned upfront... Firms need to engage sensitively, build understanding and, above all, build trust.”
Quilter Cheviot’s experience has been the same. “Trust is exceptionally important within our industry,” says Alison Hendrick, Client Service Director at Quilter Cheviot.
“Prospects and clients are looking for a trusted, experienced, and proactive figure to assist with one of the most personal aspects of their life: their finances and their wealth.”
However, before their Trustpilot partnership, the firm found it difficult to mirror their real-world reputation online. Relying on ad hoc feedback alone meant they couldn’t capture the full range of client's experiences, leaving a gap in the social proof needed for such a trust-critical industry. It also meant useful feedback around their operations was being overlooked.
“We needed a mechanism to show this deep level of trust externally, but also to utilize client feedback internally to continually improve our offering,” Alison explains.
Investing in feedback
So, why work with Trustpilot? As leaders in their field, Quilter Cheviot wanted a partner that represents the industry standard for customer feedback.
Their first priority was to start gathering valuable customer feedback. By automating review invitations, Quilter Cheviot was able to build out a strong foundation of authentic client sentiment on an authoritative, third-party platform.
Realising that they were splitting focus and diluting impact, they then streamlined their Trustpilot profile by merging their two original pages (Investment Management and Financial Planning) into a single, unified presence.
“Thanks to Trustpilot’s seamless process, we have combined our feedback into a single place for clients and prospective clients, making it easier for our joint business clients to provide feedback.”
Leveraging credibility
With their bank of reviews, they immediately began using their TrustScore to demonstrate credibility and reliability in their marketing materials. Currently, Trustpilot is a key signal of assurance across several of Quilter Cheviot’s channels including:
Printed collateral: Their TrustScore is used on brochures, flyers, and printed letters.
Digital channels: Ratings feature prominently on social media, email marketing, and in advertising initiatives.
Web presence: A review widget on their website showcases recent feedback left by clients.
“This has allowed us to add more credibility to our marketing initiatives, especially when approaching prospects who are not familiar with our firm,” Alison notes.
The value of customer experience
For Quilter Cheviot, Trustpilot’s greatest benefit is its ability to turn customer experience into a driver of constant improvement.
“We use the feedback in a variety of ways,” says Alison. “In team meetings, one-to-ones, group discussions.” These reviews inform their CX strategy, factoring into development, governance and improvement metrics:
Internal communication: Feedback insights are shared across internal communication channels, as well as to client support teams across regional offices on a monthly basis, to raise firm-wide awareness.
Strategic governance: They convey key themes and verbatims into customer governance forums for follow-up and tracking of specific improvement activity.
Client service: All reviews get a reply from a dedicated team. Any negative reviews are escalated immediately to ensure client concerns are addressed and actioned on a one-to-one level.
“We use reviews and other forms of feedback to help shape our strategies for customers, across proposition, service, and support”
- Alison Hendrick, Client Service Director
“During Q3 2024, we introduced changes to one of our core servicing processes to address a common point of feedback. We also introduced more comprehensive digital options to clients at certain parts of the journey to give them a more straightforward experience.”
“Trustpilot insights form a vital part of team meetings, one-to-ones, and group discussions to continually improve based on feedback received.”
External research confirms that this focus is vital for the future of the industry. Capgemini predicts that “transforming customer experience” and “creating seamless CX” are two of the most important emerging trends in wealth management today.
Banking on Trustpilot
For Quilter Cheviot, Trustpilot has become an essential tool to not only enhance the level of service they provide to customers, but to continually improve their offering as a whole.
“We will also continue using Trustpilot within our marketing communications, implementing our TrustScore to demonstrate our excellent quality of service and help potential new clients to find us,” Alison concludes.
By leveraging Trustpilot to scale their client feedback, Quilter Cheviot has turned social proof into a powerful engine for internal strategic development, proving that listening to clients is the best investment in the future of the firm.