There is no doubt that 2020 has been a challenging year for everyone, both personally and professionally. However, with challenge also comes opportunity. We’ve taken this period of change as a chance to reflect on what we really stand for, as people and as a business: our purpose.

As part of this process we’ve reviewed client surveys, run a staff survey, spoken with our teams and asked everyone at Kreston Reeves to consider their personal purpose, what they stand for as individuals and what they are passionate about. Although each and every one of us has our own unique purpose, it was clear there is a common theme that bonds us.

Collectively, our purpose, our reason for being as a fi rm is to guide you to a brighter future. ‘You’ being our clients, our colleagues and our communities.

Despite all the change surrounding us, we realised that this purpose is not new to us, we’ve aimed to guide our clients and colleagues throughout our almost 200-year history. Client care and service has always been at the heart of what we do, why we do it and our values. We also have an active Corporate Social Responsibility team, a Wellbeing team, our own charitable foundation, and an award-winning training programme that aims to guide our colleagues and our communities.

We already live by our purpose. But now we have clearly defi ned and articulated it, it makes our focus on it even sharper, more powerful.

We also have clearly defi ned and embedded values that were collectively created amongst everyone in our firm a few years ago. Our purpose is about why we do what we do, and our values are about how we deliver this.

So, we are committed to guiding our clients, our colleagues and our communities to a brighter future by understanding, looking ahead, being human, making it personal and by being crystal clear.

This is a signifi cant development for all our colleagues which will clearly guide the future of our firm. We understand that being a purposeled organisation and having a clear, unequivocal, positive purpose is increasingly important to us all and for society in general. We aim to empower and enable our people to live their individual purposes as well as our collective purpose as a firm.

We want our purpose to mean something to our colleagues, so they have a genuine connection with it. We want it to be real, simple, clear and representative and remind us all why we do what we do.

Throughout recent months, we’ve been particularly impressed with how our people have come together to support each other and their clients through uneasy times.

We want all of our people to be proud of our purpose and work collectively towards it. Always striving to guide each other, our clients and our communities to a brighter future.

We’ve created a new section dedicated to our purpose and values on our website where you will find the latest news and developments about our purpose.


Visit to find out more.

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