BRADES
Launching Brades: A purpose-led website redefining modern wealth for entrepreneurs
The background
Brades is a wealth management and financial advisory firm, formerly known as JH Fleming. Following a strategic shift and a full rebrand, the business is evolving with a renewed purpose: to help entrepreneurs and business owners turn financial success into meaningful, long-term impact. With a specialist focus on investment management, estate planning, and tax and trusts, they needed a digital platform that introduced Brades with confidence and clarity.
The brief
They approached FinanceSteam, a division with 22 Group looking for a new website. The aim was to create a new website that would firmly establish the Brades name, communicate their purpose-driven approach, and resonate deeply with an entrepreneurial audience. The former site had primarily acted as validation; this new version needed to become a strategic brand platform, communicating their bespoke offering, articulating their strongly held values, and showcasing their story through a minimalist, refined design. Phase one would focus on launch and brand awareness, with future growth planned through a wider marketing strategy.
The Challenge
We needed to move Brades away from the traditional narrative of financial services and effectively launch a website following the rebrand. Their work is rooted in relationships, purpose, and long-term transformation, not products or transactions. The challenge was capturing their human, future-focused and entrepreneurial ethos in a way that felt authentic and distinctive, while ensuring the site became a credible foundation for lead generation. Every element needed to reinforce clarity, trust and meaningful impact.
Our Approach
We immersed ourselves in the Brades story, collaborating closely with founder Andrew to understand both the rebrand and the firm’s long-term vision. Our approach centred on creating a calm, minimalist digital environment supported by highly bespoke copy that reflected their values, service charter and purpose-led philosophy. It also articulated their story clearly, including the meaning behind their chosen name, Brades. The design was intentionally unlike any conventional wealth management website—striking, simple and modern—building a platform ready to evolve into a powerful marketing engine in phase two.
The outcome
The final website is truly stunning. Elegant, confident and purpose-driven—mirroring the Brades ethos with absolute clarity. It showcases their services, values and mission in a clean and compelling way, while positioning the firm distinctly within the financial sector. The site now acts as both a lead-generation tool and a powerful brand statement, successfully introducing Brades to the market and laying the groundwork for future campaigns and continued growth.
Hear From Brades
“FinanceStream understood exactly who we are and what we stand for at Brades. They captured our purpose, our values and our entrepreneurial spirit with complete clarity. The new website reflects our identity and direction—it feels calm, confident and entirely bespoke to us. It’s the perfect foundation for the next stage of our growth.”
Andrew - Managing Director
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