Frequently Asked Questions
Who is behind Addidi?
Addidi is a privately owned business founded by Anna Sofat and her partner Janardan.
Anna is a high profile financial planner with 20 years experience of advising private clients and managing financial advisory firms. Previous to founding Addidi, Anna was the managing Director of Fiona Price & Partners, the first form to provide financial advice for women by women.
What does Addidi do?
Addidi’s purpose is to empower women to live fulfilled lives.
How do we achieve this? We do this by:
- assisting our clients to Create, Invest and Enjoy their wealth,
- adding value in our clients lives by creating long term relationships based on trust and transparency,
- transforming the management of their wealth into something pleasurable, rewarding and yes, inspiring.
What does Addidi mean?
Literally, the word Addidi means “to add” in Latin but can also mean “we inspire” - both are terms that reflect Addidi’s core credos of inspiring our clients to use their wealth to be good to be themselves, and compassionate to others, using it to make a difference, as well as to enjoy life here and now.
What services do you provide?
Addidi provides 2 main service propositions – these are:
- Addidi Wealth – this is an independent wealth management service whereby our clients appoint us as their Wealth Adviser and entrust us with the management of their wealth. Addidi Wealth incorporates:
- independent financial advice for investments, pensions and life assurance;
- bespoke financial planning
- advisory and discretionary investment management
- tax planning
- independent wealth consultancy
As an Addidi Wealth client, you can chose from a 3 tier service proposition:
Essential Service – this is primarily a financial review Service
Evolve Service – this is a Financial Planning Service
Elite Service – this is a comprehensive Wealth Management Service
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Addidi Personal – Addidi Personal is a one stop personal finance service for women. It provides help, guidance and advice on all aspects of personal finance. It is for women who want to retain control of their financial arrangements but who want a trusted source they can turn to as and when required.
In addition, we provide a range of added value services which are available to both Addidi Wealth and Addidi Personal clients. These include our:
How much do you charge?
It depends on which service you decide to subscribe to but we are totally transparent with our fees and we look to be fair in our charging structure – we are not the most expensive or the cheapest.
Our fees will be discussed with you at the initial "get to know" meeting and will be set out in a letter of engagement if you decide to become a client.
The "get to know" meeting is always free.
What can I expect as a client?
It would depend on the service but in general Addidi clients benefit from :
- A one-stop shop for all your financial needs or for all aspect of personal finance.
- Holistic, independent financial advice and guidance.
- Experienced, well qualified advisers delivering intelligent, creative financial solutions.
- Institutional quality investment proposition.
- Added value within long term relationships based on mutual trust, respect and transparency.
- Personalised service saving time, money and hassle.
- Esoteric investment opportunity via Addidi Business Angels, Pioneers and Art Club.
- Cutting costs via the use of Nucleus and other fund platforms with its range of cost efficient tax wrappers and investment funds.
- Exclusive Addidi events and seminars.
- Community of like minded women.
Who are Addidi’s clients?
Our clients are women, their partners and families. Typically our clients are women who:
- want a trusted source of help, guidance and advice
- Need a “Didi” to help them manage their day to day finances
- to broaden their horizons by investing in small business, social projects, art …
- want to become involved in a community of like minded women
Addidi clients are aged 30 to 80, some are professional women based in the City and beyond, others are business women / owners others whilst some are retired.
The common thread is their desire to make the most of their wealth.
What hours do we work?
Generally, normal office hours are 9 to 5.30, though we do try to be flexible around the edges, if necessary.
I already have a financial adviser, can I join Addidi?
Yes, you can subscribe to Addidi Personal and access the Addidi range of services as required – these include membership of Addidi Business Angels, Addidi Pioneers, Addidi Art Club and Kitaz.
How is Addidi any different to other financial advisory or wealth management companies?
There are many differences, but the key ones are;
- Addidi puts the female client at the heart of its proposition – not just her money.
- Addidi Wealth focuses on helping its clients Create and Enjoy their wealth not just Invest it.
- Addidi puts the emphasis on lifestyle wealth – not merely as a series of abstract numbers, but utilising wealth as a potential for happiness and inspiration.
- Addidi provides a one stop shop for all aspects of personal finance providing help, guidance and advice as required.
- Addidi provides a range of unique and unusual products including:
- Our financial concierge service delivered through “Didi” – Didi means a supportive, nurturing sister in Hindi.
- Addidi Business Angels – the first women only angel investment club.
- Addidi Pioneers – a pioneering philanthropic service.
- Kitaz – our private members club for our female clients and their girlfriends.
Addidi is a unique service proposition. Rather than a one-size-fits-all service, its products are tailor-made solutions measured and fitted to a member’s personal needs, lifestyle and, most importantly, desires.