With Willow

LinkedIn: Two Ways to Get Edward in Front of Wealth Managers

Edward Kerr

FIRSTLY

Thanks for being so open on the call, Edward, about where Willow is now and where it's heading. Everything that follows is built on what you shared. Take your time with it. When you're ready to talk, we're here.

[01] THE BRIEF

WHAT YOU TOLD US

Everything below has been put together specifically for you based on what you told us.

What We HEARD

You left banking last year to build Willow on your own, and you've narrowed the focus to wealth managers ahead of launching your digital vault. You already post weekly and write well, but most posts land between 2 and 17 reactions. You want the right advisers to notice you, without it eating your week or feeling braggy.

PROJECT SCOPE

A LinkedIn strategy and profile optimisation for Edward, then a choice. Option 1: we hand you the keys, with a 12-week content calendar and a session on hooks and formats, and you post yourself. Option 2: we keep going and run it with you every month, writing, designing and scheduling your posts while you approve every one. Both start from the same foundation.

[02] BEFORE WE START

WHAT WE'RE
NOT DOING (YET…)

We're not making the Willow company page the main channel. People follow people, so the energy goes into your personal profile, and the company page backs it up.

X

We're not doing cold outreach or automated connection requests. One-line DMs don't land. We help you build real connections and longer conversations instead.

X

We're not running paid LinkedIn ads. This is organic reach and reputation.

X

We're not rebranding Willow as part of this. That's a separate proposal, sent alongside this one.

X

[03] THE OPPORTUNITY

The Insight Is Already There. Now It Needs the Right Audience.

THE OPPORTUNITY

You've visited 17 funeral directors, administered real estates and sat in rooms full of advisers at SOLLA. Very few people in this space have that view from the ground. Right now it goes out as industry updates to a general audience. Point it at wealth managers, open every post with a line they can't scroll past, add a bit more of you, and the same thinking starts warming advisers up for the vault before it launches.

COMPETITIVE CONTEXT

Wealth managers live on LinkedIn, and they're connected to each other through networks and aggregators, so one adviser engaging puts you in front of ten more. Most providers in estate admin and probate post like institutions: polished, corporate and forgettable. A founder who talks plainly about what really happens after a death, with real numbers and real stories, stands out straight away. Your Toastmasters post got about three times the reactions of anything else. The personal posts are the ones that travel.

Wealth managers live on LinkedIn, and they're connected to each other through networks and aggregators, so one adviser engaging puts you in front of ten more. Most providers in estate admin and probate post like institutions: polished, corporate and forgettable. A founder who talks plainly about what really happens after a death, with real numbers and real stories, stands out straight away. Your Toastmasters post got about three times the reactions of anything else. The personal posts are the ones that travel.

"PEOPLE DON'T FOLLOW COMPANIES ON LINKEDIN. THEY FOLLOW PEOPLE. YOUR STORY IS WILLOW'S BEST SALESPERSON."

[04] THE STAGES

THE APPROACH

Two Ways to Work

FOUNDATION

01

Strategy Call

A working session on who you're talking to, what you want them to do, and the stories you're comfortable telling. We agree where the line sits between open and oversharing, so nothing ever feels braggy or weak.

Profile Rebuild

Headline, About, banner, Featured and experience, all rewritten so a wealth manager gets what Willow does for them in five seconds, with a clear next step. Your profile becomes the landing page, and the Willow company page gets tidied to match.

Content Pillars + Hooks

Three or four pillars, for example the reality of death admin, advisers and the wealth transfer, and building Willow as a founder. Plus a bank of opening lines, the formats that work on LinkedIn, and branded carousel templates for your research and stats.

OPTION 1: THE KEYS

02

12-Week Calendar

What to post, when, the hook for each one and which format to use. Mapped around the vault launch so the build-up is planned, not rushed.

Handover Session

An hour with Lexie going through exactly how we write and post, so you can do it in your own voice, in less time than it takes you now.

Ten Minutes a Day

How to comment and build conversations with the right advisers, so your network grows between posts, not just on the days you post.

OPTION 2: DONE WITH YOU

03

Monthly Content Call

30 minutes a month. You tell us what's happening at Willow, what you've learned and who you've met, and we turn it into the month's posts.

Written, Designed, Scheduled

8 posts a month in your voice, carousels designed, links in the first comment, all scheduled. Nothing goes out without your approval.

Monthly Report

What's working, what isn't and what we're changing next month. The one job that stays with you is ten minutes a day replying and commenting, because that bit has to be you.

FOUNDATION

01

Strategy Call

A working session on who you're talking to, what you want them to do, and the stories you're comfortable telling. We agree where the line sits between open and oversharing, so nothing ever feels braggy or weak.

Profile Rebuild

Headline, About, banner, Featured and experience, all rewritten so a wealth manager gets what Willow does for them in five seconds, with a clear next step. Your profile becomes the landing page, and the Willow company page gets tidied to match.

Content Pillars + Hooks

Three or four pillars, for example the reality of death admin, advisers and the wealth transfer, and building Willow as a founder. Plus a bank of opening lines, the formats that work on LinkedIn, and branded carousel templates for your research and stats.

OPTION 1: THE KEYS

02

12-Week Calendar

What to post, when, the hook for each one and which format to use. Mapped around the vault launch so the build-up is planned, not rushed.

Handover Session

An hour with Lexie going through exactly how we write and post, so you can do it in your own voice, in less time than it takes you now.

Ten Minutes a Day

How to comment and build conversations with the right advisers, so your network grows between posts, not just on the days you post.

OPTION 2: DONE WITH YOU

03

Monthly Content Call

30 minutes a month. You tell us what's happening at Willow, what you've learned and who you've met, and we turn it into the month's posts.

Written, Designed, Scheduled

8 posts a month in your voice, carousels designed, links in the first comment, all scheduled. Nothing goes out without your approval.

Monthly Report

What's working, what isn't and what we're changing next month. The one job that stays with you is ten minutes a day replying and commenting, because that bit has to be you.

[05] WHAT'S INCLUDED

YOUR PROJECT SCOPED

Our services below are suggested based on our call.

Social
Master Plan
Social
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
Why you need it
Posting without a strategy is like designing without a brief. The Master Plan means every post that follows has a reason behind it. Without it, you're guessing.
1 service included · drag to explore

[06] TIMELINES

WHAT TO EXPECT

July 2026
Proposal Date
Week 1
Strategy Call
Week 2
Profile Rebuild + Content Pillars
Week 3
Calendar Handover (Option 1) or First Month Approved (Option 2)
Week 4
Posting Begins
Week 8
First Monthly Report
Timelines confirmed at kickoff. Weeks shown are estimates.
July 2026
Proposal Date
Week 1
Strategy Call
Week 2
Profile Rebuild + Content Pillars
Week 3
Calendar Handover (Option 1) or First Month Approved (Option 2)
Week 4
Posting Begins
Week 8
First Monthly Report
Timelines confirmed at kickoff. Weeks shown are estimates.

[07] THE INVESTMENT

WHAT THIS LOOKS LIKE

No hidden costs, no surprise invoices. Select everything you want.

Bespoke
LinkedIn, Done With You
Option 2, and the one we'd recommend. On top of the Master Plan foundation below, we run your LinkedIn with you every month, so you're posting consistently to wealth managers without it taking over your week. Prefer Option 1? Just keep the Master Plan and we hand you the keys.
You approve every post10 minutes a day engaging3-month minimum
£360/mo
One-Off Investment
Master PlanSocial & Content
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
£800
One-off total£800
Monthly total
£360 /mo
Payment options
Bespoke
LinkedIn, Done With You
Option 2, and the one we'd recommend. On top of the Master Plan foundation below, we run your LinkedIn with you every month, so you're posting consistently to wealth managers without it taking over your week. Prefer Option 1? Just keep the Master Plan and we hand you the keys.
You approve every post10 minutes a day engaging3-month minimum
£360/mo
One-Off Investment
Master Plan
Social & Content
£800
One-off total£800
Monthly total
£360 /mo
Payment options

[08] THE REASON

Why Us

We're two sisters, Arabella and Lexie, and we run Five Six hands-on, founder to founder. No account managers, no chain of people between you and the work. We've done this exact job for Will Lenehan, an independent financial adviser in Harrogate, the kind of person you're trying to reach. He now posts twice a week, and his posts regularly get 25 to 65 reactions off around 650 followers. Lexie runs strategy and narrative and has guided more than 15 businesses on positioning and story. Arabella holds the creative eye, so your profile, your carousels and Willow's brand all look like they belong together.

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