My Golden Rule of Investing: Treat Clients Like Family

A business principle: If I Wouldn’t Feed It to My Family, I Wouldn’t Feed It to You

This picture is with my family and members of the Great Investments Programme (Sunday morning at Claridges!) 

They say treat customers like family. In the world of investments, this mantra becomes even more critical. Trust, honesty, and responsibility are not just buzzwords—they are the foundations of any meaningful relationship, whether with family or clients. 

This principle drives everything I do in the Great Investments Programme (GIP).

Picture this: a family gathering where everyone looks to you for financial information. Would you gamble with their hard-earned money on high-risk, flashy schemes just to sound clever? Of course not. That same standard applies to my clients.

In my GIP, I only share investment ideas I’d confidently tell to my own family. Why? Because I see my clients as an extension of that family. Whether it’s my parents, siblings, or cousins, I hold their financial well-being close to my heart. And that same care extends to every individual who trusts me with their investment journey.

I'll have Sunday coffee mornings at 9am with them, calls at midnight in the Maldives, meet them in New York for breakfast or Dubai for that matter. Else what's the point?

Here’s the thing about family: they see through the fluff. They know if you’re not bringing your A-game. 

My clients deserve that same level of transparency. Every strategy, every idea, and every opportunity I present has passed a simple yet stringent test: “Would I put my own family’s money here?”

Of course, like any family gathering, there’s always room for a bit of wit, a few laughs, and some storytelling. Investments can be serious business, but they don’t have to be boring. That’s why the GIP is more than just a programme; it’s a community where people learn, grow, together.

The picture I’ve shared here is one of my proudest moments—a snapshot of the intersection between my personal and professional lives. It reminds me why I do what I do: to empower others, to provide clarity in a complex world, and to ensure that no one, whether they’re family or client, feels lost or overwhelmed by their finances.

In my Campaign for a Million - to teach a million people to invest to add an extra million to their pensions across their lifetimes - that's a trillion dollar ambition. www.campaignforamillion.com

GIP can IPO. It's an alternative asset manager - where the client keeps and manages their own money in their pension and doesn't pay on-going endless charges. 

So, here’s my promise: If it’s good enough for my family, it’s good enough for my clients. And if it’s not? You’ll never see it in the GIP.

To my fellow professionals, I’ll leave you with this challenge: treat your clients with the care and consideration you’d give to those you hold dearest. Give them the time. Because when you do, success becomes more than a financial outcome—it becomes deeply personal.

Alpesh Patel OBE

www.campaignforamillion.com 

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Disclaimer: The content provided on this blog is for informational purposes only and does not constitute financial advice. The opinions expressed here are the author's own and do not reflect the views of any associated companies. Investing in financial markets involves risk, including the potential loss of your invested capital. Past performance is not indicative of future results. 

You should not invest money that you cannot afford to lose. Mentions of specific securities, investment strategies, or financial products do not constitute an endorsement or recommendation. The author may hold positions in the securities discussed, but these should not be viewed as personalised investment advice. 

Readers are encouraged to conduct their own research and seek professional advice before acting on any information provided in this blog. The author is not responsible for any investment decisions made based on the content of this blog.