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In this new series, we shine a light on the people behind the scenes who are helping Wren Sterling grow. We chat to Jasmit Bahia, Strategic Growth Director, Partnerships, about his career, how the business has changed and what makes a partnership last.
With more than 20 years in financial services, spanning banking, lending and advice, how did you first get into the industry?
I started my career in retail banking and quickly realised I enjoyed working with people to help them achieve their financial goals. What began as an interest in this sector developed into a long-term career across commercial and residential lending, relationship management and regulated financial advice. The common thread throughout has always been building trusted relationships and helping individuals and businesses make confident decisions.
You joined Wren Sterling in 2013. How has your role developed since then?
I joined following a strategic partnership between Wren Sterling and West Bromwich Building Society. Since then, I’ve played a key role in developing and expanding the firm’s partnership proposition. Key achievements include establishing and growing high-value strategic partnerships and developing successful advisory propositions that have contributed to Wren Sterling’s continued success. Alongside commercial delivery, I’ve focused on building high-performing teams, developing talent and fostering a collaborative culture that enables individuals and partners to thrive.
And what has changed most about the business since you joined?
The scale and ambition of the business. When I joined, Wren Sterling was already growing, but it has evolved significantly since then. We’ve expanded our national presence, strengthened our proposition, invested in our people and become one of the leading independent financial planning firms in the UK.
Despite that growth, we’ve kept a strong focus on client outcomes, personal relationships and a collaborative culture, and I think that’s a key reason for our success.
As Strategic Growth Director, what are you responsible for?
I lead Wren Sterling’s Partnerships channel and deliver the commercial growth strategy that supports the firm’s long-term ambitions. That includes overseeing £750 million of assets under management within the channel and managing strategic partner relationships with household names such as AstraZeneca and Aon. It also means identifying new growth opportunities, developing partnership propositions and making sure our partners achieve successful outcomes. I’m also responsible for supporting colleague development and driving collaboration across the business towards shared objectives.
Your role covers strategic partnerships and growth. What does a typical day look like?
No two days are quite the same, which is one of the things I enjoy most. A typical day could involve meeting strategic partners, exploring new business opportunities, working with colleagues on growth initiatives, reviewing performance across the channel, and helping to solve challenges or remove barriers for the team. A large part of my role is about building relationships and finding ways to create sustainable growth. That variety is what makes the role rewarding.
AI is changing the way many people work. Are you using it in your role?
Yes, increasingly so. I use AI to support research, analyse information more quickly, draft content and spot trends or opportunities in large volumes of data. It means I spend less time on administrative tasks and more time on strategic thinking, building relationships and making decisions. It’s a powerful tool when used appropriately, but it doesn’t replace experience, judgement or the human element that’s so important in our industry.
Looking at the wider industry, what’s the biggest change you’ve seen since you started?
The increasing focus on client outcomes, professionalism and regulation. The industry has become much more transparent and client-centric, which is ultimately a positive development. Technology has also transformed the way we engage with clients and run our businesses, creating opportunities to deliver better experiences and more efficient services.
What has been your proudest moment in building partnerships at Wren Sterling, and what’s been the toughest?
I’m most proud of helping to build the Partnerships channel into a significant contributor to the business, and of the relationships we’ve developed across the industry. Success in partnerships isn’t achieved overnight. It takes trust, consistency and a long-term approach. Seeing partnerships continue to grow and create value years after they were first established is particularly rewarding, because it reflects the collective effort of many talented colleagues.
The toughest moments are usually about managing change, whether that’s market uncertainty, regulatory developments or integrating new opportunities during periods of rapid growth. But those are also the times when strong partnerships and teamwork matter most, and they create opportunities to learn, adapt and grow.
A role built on relationships can be demanding. How do you switch off outside work?
Between work and managing a property portfolio, downtime can be limited, but I make time for family and friends and enjoy keeping active through sport. It’s important to create space away from work to recharge and keep perspective, particularly in a role that involves so much interaction and relationship management.
Finally, what advice would you give someone starting out in a similar role today?
Focus on building genuine relationships, and listen more than you speak. Commercial success comes from understanding what matters to people and looking for ways to create mutual value. Be curious, stay resilient, embrace change and never stop learning. The industry will keep evolving, and the people who adapt while maintaining strong relationships tend to be the most successful.