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How Azalea Wealth Management aims to redefine the future of finance
THE LONG GAME
PICTURES: TOM BANKS WORDS: PAUL FRASER
In an industry often characterised by tradition and an ageing workforce, a new Hartlepool-based firm is bucking the trend. Azalea Wealth Management, led by two directors under the age of 30, is combining the heavyweight backing of St. James’ s Place with a fresh, long-term perspective.
If you were to close your eyes and picture a traditional financial adviser, the image that often springs to mind might be somewhat stereotypical because of what we are told – and that would be a professional likely nearing the twilight of their career.
It is an image that the financial services industry has struggled to shake off, primarily because the statistics back it up.
It is a demographic reality that poses a question for clients looking for security over the next 20, 30 or 40 years: Will my adviser still be here when I retire?
At Hub One in Hartlepool’ s Innovation Centre, the answer to that question is a resounding‘ yes’.
This is the home of Azalea Wealth Management, a forward-thinking financial planning practice that went live in August 2025. The average age of its management team? Just 29.
Azalea is the brainchild of managing director Harrison Smith, a Hartlepool native who has returned to his roots to build a business designed for longevity.
Vision – Azalea Wealth Management, led by two directors under the age of 30, Harrison Smith( left) and Andrew Bowden.
He is joined by his old school friend, operations director Andrew Bowden, to form a team with dynamism, ambition and, crucially, they are ready to grow alongside their clients for decades to come.
Harrison doesn’ t see the age gap in the industry as a daunting hurdle to overcome; instead he views that as Azalea’ s unique selling point.
He said:“ We have two directors under the age of 30 when this story is published, so for an industry where so many businesses pride themselves on long-term relationships, it is brilliant to be able to genuinely sit here and say we are here for the long term.
“ Of course, youth can come with its limitations, but we take great confidence and pride in the wealth and knowledge we are able to access through the St. James’ s Place network.
“ This isn’ t a case of two twentysomething lads starting from scratch; this is the case of two knowledgeable and experienced directors also being able to access St. James’ s Place.”
This combination of youthful energy and institutional stability is the cornerstone of Azalea’ s offering. As an appointed representative of St. James’ s Place, the firm offers the intimacy of a local boutique practice with the resources and security of a financial giant.
While the brand is new, the expertise is established. Harrison didn’ t simply decide to open a wealth management firm on a whim.
The launch of Azalea is the culmination of years of planning and relationship building.
Harrison said:“ Azalea has been the creation of many years of working with clients and building relationships and a continuation of work already done, but with a separate business.
“ We haven’ t just rocked up at the
70 | Tees Business