Guiding principles

Our values (we call them our ‘guiding principles’) serve as our foundation of trust and guide everything we do.

More than paper-based ideologies

These are the basic beliefs that everyone in our business is expected to hold. They provide the principles that shape our actions and are essential to fulfilling our mission to build robust personal relationships that allow us to provide a high level of service to all of our partners and clients. We are dedicated to the highest professional standards and believe in acting with honesty, fairness and clarity in everything we do.

To make these principles more than just paper-based ideologies, our performance-management approach is centred around transparently linking employee goals to these beliefs and rewarding performance against them.

Cultural framework

Our cultural framework is built around a strong commitment to responsible business practices, underpinned by our guiding principles.

To ensure alignment with our values, our culture is embedded through leadership, performance management, and recruitment. We foster an inclusive, high-performance environment through our ‘Inclusive by Design’ strategy, leadership development programmes, and continuous employee engagement. This culture supports our strategic goals, drives sustainable growth, and ensures we attract, retain, and develop diverse talent committed to making a positive impact.

ʻInclusive by Designʼ

Inclusion is not an initiative; it is embedded in everything we do. Our ʻInclusive by Designʼ philosophy challenges us to think differently, act intentionally and build a culture in which every voice matters. By embracing cognitively diverse perspectives and creating a safe environment, we empower our people to bring their whole selves to work and do their best work. When our people thrive, everyone wins – our clients, shareholders and company.

  • We are worthy of our clients', partners' and one another's trust
  • We act with integrity, honesty and fairness and we value diversity
  • We take responsibility for our actions and decisions
  • We deal with issues and tackle hard decisions head on

  • We collaborate and work as one team to bring the best of Brooks Macdonald to all we do
  • We actively seek opportunities to learn from others and share our expertise
  • We actively listen and communicate with clarity
  • We look externally, challenge ourselves and are open to new ways of doing things

  • Our clients, advisers and partners are at the heart of everything we do
  • We support our people to be the best they can be
  • We treat our clients, advisers, partners and each other with respect
  • We ask for help and we offer support to one another

  • We focus on delivering value for clients, advisers, partners and shareholders
  • We are ambitious and constantly strive to be the best at what we do
  • We innovate, learn from our actions and actively gather feedback to improve
  • We develop our skills and nurture our relationships to ensure we remain relevant