Ross Elder

Spear’s Review

Managing partner Ross Elder is the driving force behind Lincoln Private Investment Office, which looks after around 200 families – predominantly UK-based entrepreneurs, business owners and financial professionals.

The business was set up alongside 17 existing clients who sought to create an independent wealth management firm, and these founding principles of transparency and alignment with clients’ interests still apply today. 

The firm focuses on looking after the current client base rather than searching for the next bit of business, eschewing any form of advertising or marketing to rely on word-of-mouth endorsements. ‘We’ve been extremely fortunate in that we’ve continued to perform well and deliver what our clients say is good service,’ says Elder, who won the Spear’s HNW Wealth Manager of the Year Award in 2023.

Adviser Profile 

Ross Elder is managing partner of Lincoln Private Investment Office. The business was set up with the help of a group of clients looking to create a genuinely independent wealth management firm. Lincoln is owned by the team and their clients, meaning shareholders care about exceptional service and investment performance, rather than driving profits at the expense of clients. Ross feels the structure of the firm is one of the core elements that sets it apart from their competitors. 

Ross says, ‘We have no interest in being the biggest, but we are striving to be the best. Our future goals remain the same as our starting goals, to look after our current clients as well as we possibly can.’