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 support of a small group of clients looking to be part of 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 set it apart from their competitors.

Lincoln’s focus is on investment management, centred on two key services: Discretionary and Advisory. Ross believes that the core of clients’ wealth should be managed in a transparent and easily accessible manner within a Discretionary portfolio. Lincoln’s strength is in truly understanding clients and building a long-term asset allocation that is personal to them, rather than conforming to a predefined risk profile. Lincoln also offers high-quality Alternative investments on an advisory basis, which presents the opportunity for further diversification. As part of the wider Private Office Services, Lincoln helps clients with a range of connected services. At the centre of this is Wealth Planning, as Ross and the team believe it is important that clients have a strategy in place that is optimal from a tax and structuring perspective.

With an exceptional team at Lincoln and high conviction in its investment philosophy, Ross continues to look for additional ways to improve and deliver excellent performance and service for Lincoln clients. 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.’

Rank: Top Flight