AEON Financial Services Ltd

10/06/2026

Post 6.

How financial advice has changed over the years

Over the past 30 years, the financial advice profession has changed dramatically. One of the most significant milestones was the introduction of the Retail Distribution Review (RDR) in 2012, which transformed the industry by increasing professional standards, improving transparency around adviser charges and placing an even greater focus on delivering long-term value to clients.

Alongside this, regulation has evolved considerably, helping to strengthen consumer protection and raise standards across the profession.

Technology has also revolutionised the way advice is delivered. Paper applications, filing cabinets and valuations arriving by post have largely been replaced by digital systems, secure client portal and real-time access to information. This especially is a change for AEON with the introduction this year of our brand new client portal!

While the tools, regulations and processes have changed beyond recognition, one thing has remained constant: our commitment to helping clients make informed financial decisions and achieve their long-term goals. That’s as true today as it was when AEON was founded 30 years ago.

20/05/2026

Post 5 - progression of the business

After navigating the challenges of the 2007–08 financial crash, the focus at AEON shifted towards rebuilding and preparing the business for long-term growth. Prior to the acquisition of the bungalow, the decision had been made to make Andy a director of AEON in 2008. This reflected the increasingly important role that he had taken on in recruitment and business development, helping to support the growth of both the team and the business itself.

As confidence slowly returned to the market, Tony and Andy focused on strengthening and growing the business for the future — continuing to build long-term client relationships while also creating opportunities for expansion.

The years that followed saw us continue to evolve:

We built a stronger adviser and support team
We became directly authorised by the FCA
We took on our first Appointed Representative (AR)
We continued to open new doors for growth and business development

It was a period that helped shape much of the business as it exists today — built on strong relationships, good people and a shared ambition to keep moving forward.

14/05/2026

Post 4. A turning point for AEON.

Following the challenges of the 2007–08 financial crisis, the years that followed became a defining period for AEON.

As markets recovered and confidence slowly returned, the business faced an important question, stand still or start moving forward and building for the future.

The decision was made to grow.

With the team expanding and more people joining the business, AEON quickly began to outgrow its existing office on Bawtry Road. In 2010, the business took another major step forward by purchasing its premises on Green Lane in Wickersley — the first time AEON had owned, rather than rented, an office space.

At the time, it felt like a huge milestone as we began to evolve into a larger company with a growing advice team, expanding support staff and ambitions for a strong future.

Importantly, growth never came at the expense of relationships. Many of the clients who trusted AEON during the uncertainty of the financial crisis remained with the business through the recovery — and many are still clients today.

07/05/2026

Post 3. One of our most challenging times.

Not every period in business is easy. Some years have meant more challenges than others.

The 2007–08 financial crisis was one of the most challenging periods AEON has faced.

Markets fell sharply, and like many in our industry, we felt the impact.

While we had confidence that markets would recover over time — and the majority of our clients stayed invested and remained calm — there were some who understandably chose to cash in.

With funds under management significantly reduced in value, it led to a sharp drop in income for the business.

And having recently taken on new team members, it was a particularly tough time.

But it was also a defining one.

Because for those clients who stayed invested, the outcome told its own story — within 18 months, many were already in a stronger position than before.

The graphic below (source: Invesco Perpetual*) highlights exactly why.

Trying to time the market — getting in and out at the “right” moments — rarely works.

But staying invested? That’s where long-term value is built.

It’s time in the market, not timing the market, that makes the difference.

Real financial planning isn’t about avoiding the difficult times but navigating them.

*Past performance is not a guide to future returns.

06/05/2026

3. One of our most challenging times.

Not every period in business is easy. Some years have meant more challenges than others.

The 2007–08 financial crisis was one of the most challenging periods AEON has faced.

Markets fell sharply, and like many in our industry, we felt the impact.

While we had confidence that markets would recover over time — and the majority of our clients stayed invested and remained calm — there were some who understandably chose to cash in.

With funds under management significantly reduced in value, it led to a sharp drop in income for the business.

And having recently taken on new team members, it was a particularly tough time.

But it was also a defining one.

Because for those clients who stayed invested, the outcome told its own story — within 18 months, many were already in a stronger position than before.

The graphic below (source: Invesco Perpetual*) highlights exactly why.

Trying to time the market — getting in and out at the “right” moments — rarely works.

But staying invested? That’s where long-term value is built.

It’s time in the market, not timing the market, that makes the difference.

Real financial planning isn’t about avoiding the difficult times but navigating them.

*Past performance is not a guide to future returns.

01/05/2026

2. Our people.

Every business is shaped by its people — and AEON is no different.

Andy joined in 2005 as a self-employed adviser, but it quickly became clear his previous experience could provide far more to assist in the company’s expansion. Tony invited him to be an employed director with responsibility for recruitment and business development — a decision that proved pivotal for AEON.

But Andy’s story is just one part of a much bigger picture.

Many of the team from the early days at Bawtry Road are still with us today. Lisa is our longest-serving team member with over 20 years’ service, with many others not far behind — something we’re incredibly proud of and a true reflection of the strong culture built over time.

We should also take a moment to remember those who helped us grow. We wish Jane Allison a long and happy retirement. Unfortunately there are others who are no longer with us. Both John Shaw and Dave Chapman sadly passed away following retirement. There are others that can’t be mentioned here who also contributed greatly. We thank them all.

Because at the heart of 30 years of AEON… is its people.

To be continued at AEON Court…

27/04/2026

1. How we began!

AEON’s story began in the mid-90s, when John and Jane McGuire invited Tony Long to join them as a self-employed consultant, based at Bradmarsh Business Park.

Tony worked from what became known as “the batcave” — a space under his children’s playroom at home. Batman and Superman - as John chose to be known as, formed a strong working partnership. Handily back in those days, Tony also had a phone in his car which his children knew as the batphone with the main caller being Superman!

In 1997, Rachael Organ joined the business as it continued to evolve. Over the years, she’s been part of the AEON journey in more ways than one — first joining in the early days, leaving in 2001, returning in 2006, and after another break, coming back for the past 9 years.

Not long after those early beginnings, the team moved to Bawtry Road — a big step in establishing AEON as a more permanent presence.

A defining moment came in August 2002. John had decided to take over his family business in the Lake District and so he offered Tony the opportunity to buy AEON — or sell it on to someone else.

Tony didn’t hesitate.

Rather than work for an unknown new owner, he chose to take the leap and build something of his own.

And in true fashion… as soon as Tony and Julie bought the business, they went on holiday for two weeks — leaving it in the safe hands of the previous owners.

When they returned, AEON was officially theirs.

Tony’s wife Julie, joined as an insurance administrator. This involved the behind the scenes work such as managing commissions and making many cups of tea.

At that point, the business was simple:
Tony, Julie… and the dogs.

Let’s just say there was plenty of motivation to make it a success.

And that decision helped shape AEON into what it is today.

22/04/2026

22/04/2026

AEON is turning 30! Join us as we share our journey over the past 30 years!

05/01/2026

Happy New Year! We hope you all had a fantastic Christmas period and are raring to go for an amazing 2026! Our office is back open today from 9am!