How GSB defines success: Building a business on people, values, and growth

Read here to see what Co-Founder and Group COO Alison Whatnall had to say about the importance of creating a purpose-driven culture.

In today’s fast-paced world, defining success solely by financial performance seems outdated. At GSB, we’ve evolved our definition of success to encompass much more. For us, it’s about the contribution and growth of our employees, the value we provide to our clients, how we positively impact our community, and ensuring we maintain a culture that reflects our core values.

"As the Co-Founder and Group COO of GSB, I’ve had the privilege of watching our firm grow from a small venture to a global wealth management business. Alongside that growth, we’ve placed equal emphasis on creating a working culture that fosters authenticity, encourages balance, and promotes both personal and professional development. In this article, I want to share how we define success and the evolution of our working culture, and why it’s a model we believe can inspire other businesses.

Redefining success: It’s more than numbers

At GSB, success is not just about meeting financial targets or closing the next deal. It’s about how our people contribute to the bigger picture. Our employees’ growth and development are at the heart of our success because we believe that when individuals thrive, the company thrives. Whether it's through mentoring, leadership development, or providing opportunities for team members to expand their skills, we invest in our people’s futures.? Our approach to measuring success is holistic—combining financial performance with employee satisfaction, client feedback, long-term relationships and positive community impact. We ask ourselves: Are our employees growing? Are they fulfilled? Are they empowered to make a difference, both within the company and for our clients? These are the benchmarks of success we hold ourselves to.

A changing culture: Encouraging people to ‘Switch Off’

From the outset, GSB has been Culture First , managing our employees on performance, not attendance.? We offer unlimited holidays, no fixed working location and no fixed working hours for our team.? ?In a world where we are constantly connected, it’s crucial to encourage people to switch off. At GSB, we actively promote boundaries that allow our team to disconnect from their devices, recharge, and spend time on the things that matter most outside of work.? Why is this so important? Studies consistently show that employees who take regular breaks, maintain a healthy work-life balance, and manage stress are more productive in the long run. In fact, research from the Harvard Business Review reveals that companies with strong wellness programs see a 21% increase in productivity. For us, ensuring that our staff switch off is not just about well-being; it’s about creating a healthier, more sustainable working environment that ultimately benefits the business and our clients.

Valuing authenticity: It’s more than a buzzword

Authenticity at work has become somewhat of a buzzword, but at GSB, we see it as intrinsic to our success. We encourage our people to bring their true selves to work—whether that’s in how they communicate with each other or in the way they engage with clients. Authenticity drives deeper relationships, greater trust, and better decision-making.? We see this reflected in our client relationships as well. When our team approaches clients honestly and transparently, it fosters stronger partnerships, and clients feel genuinely understood. It’s this commitment to being real, both internally and externally, that sets us apart.

Balancing growth with personal values

One thing we’ve always emphasised at GSB is that you don’t have to wait until retirement to enjoy the things that matter most. From the founders down through the organisation, we live by the belief that personal values and business growth are not mutually exclusive.?Family has always been a part of our DNA; after all, the business is named after our children, George, Spencer and Beatrice. We don’t just see each other as colleagues—we’re a team that supports one another, both in business and in life. This focus on community and personal values is not something we’ve postponed for later stages in life; it’s something we embrace now, every day, as we build the company.? It's fundamentally important to Ross Whatnall and I, as leaders in the business, that we are there to support our community, whether that is showing up to your child’s sports day, working remotely whilst helping a relative through a difficult time or spending mandatory impact hours assisting at a dog shelter.? This perspective allows us to grow the business without sacrificing the things that matter to our employees and our clients. By maintaining this balance, we create a healthier working environment where people feel supported not just as professionals but as individuals with personal lives, goals, and dreams.

How balance and culture impact productivity

Balancing business goals with personal values doesn’t just make us feel good—it drives results. Numerous studies show that employees who feel their values align with their company’s are more engaged, more productive, and more loyal. In fact, Gallup research has shown that companies with high employee engagement outperform others by 21% in profitability.? By fostering a culture that values authenticity, work-life balance, and employee growth, we’ve seen firsthand the positive impact on both our people and our business. Our clients benefit from a team that is motivated, fulfilled, and committed to providing the highest level of service.

Thriving together: Building a future on shared values

At GSB, our definition of success is built on our people, our values, and our shared commitment to growth. We believe that creating a company where employees can thrive—both personally and professionally—leads to long-term success for our clients and our business. As we continue to grow, we remain steadfast in our belief that business success and personal fulfilment go hand in hand. By focusing on authenticity, encouraging people to switch off, and embracing a culture of family, we believe we can achieve sustainable growth without compromising on the things that matter most. In an industry often focused on financial returns, we believe our people-first approach sets us apart—and we hope to inspire others to see that real success lies in building a business that thrives on the growth, contribution, and well-being of its people." - Alison Whatnall

If you would like to discuss any of the above points, get in touch with us today: https://gsbglobal.com/