Excaliber Associates Ltd

With big changes already taking place earlier this year, Stella Goodman and Calum Levy have worked tirelessly to break the mould and redefine the experience of seeking financial advice. With their new office, 5-star reviews and big plans for the future, Excaliber Associates is poised for an exciting journey in the years to come.

But first, we took a step back to 1987, a pivotal moment that set Stella Goodman on a path that would eventually lead her to her firm, Excaliber Associates. At the time, Stella was working shifts as a Police Matron, looking after female detainees at Charles Cross Police Station. But life took an unexpected turn when she went through a separation, forcing her to reconsider her career. With three young children to support and a mortgage to pay for, Stella attended a weeks course- called “Women Returning to Work,” organised by Plymouth City Council, which opened her eyes to the possibilities within the financial services industry.

Stella saw a profession where there were no limits imposed by gender—an industry where success was determined by merit rather than by barriers. She was drawn to the idea that through hard work and dedication, one could rise through the ranks, with each step supported by the qualifications gained through rigorous exams. For Stella, this career offered the perfect blend of intellectual challenge and personal interaction, two things she values deeply.

Recalling with a laugh, Stella remembered the days of finding a job meant scanning the newspaper’s classified section. It was during one of these searches that she came across an opportunity that would change her life—a position as a financial advisor with AMP (Australian Mutual Provident), a company later acquired by Pearl Insurance.

Determined to excel in this new field, Stella juggled a full-time job while pursuing her qualifications, studying in every spare moment she could find. She paid for her courses and exams out of her own pocket, all while managing the responsibilities of running a household on her own.

Stella Goodman’s journey to becoming an independent financial advisor began after three and a half years at AMP, which eventually became Pearl Insurance. However, as time passed, Stella realised that Pearl’s values no longer aligned with her own. Seeking a better fit, she transitioned to a position at Canada Life. During her time there, a former colleague from Pearl, who had started his own company in Tavistock, invited Stella to join him. This opportunity marked the beginning of Stella’s career as an independent financial advisor.

But Stella wasn’t one to settle. She continued to search for the right environment where she could truly thrive. This search led her to a firm in Telford, where she met the individual who would become her business partner in Excaliber Partnerships, established in 2004. However, just two years later, her partner’s circumstances changed, and Stella found herself steering the ship solo. Undeterred, she transformed Excaliber into a limited company and, in 2007, took another significant step forward by securing her first official office in Plympton, located at the top of the Ridgeway. With a small team consisting of an administrator and a mortgage advisor, Excaliber began to grow.

Then, in 2008, the global recession hit, creating challenges that threatened many businesses, including Stella’s. Mortgages became difficult to secure, and public confidence in investments plummeted. Refusing to be a victim of circumstances, Stella adapted by enrolling in a week-long course in Will Writing and Estate Planning. This strategic diversification kept Excaliber afloat during tough times, allowing her to keep her staff employed and the business doors open. At the time she opened her office in 2007, there were ten financial firms on Ridgeway. Today, Excaliber is the only one independent financial adviser still standing.

Fast forward to March 2024, after nearly two years of searching for the perfect new location, Stella, Calum, and the Excaliber team downsized to a smaller, more modern office, still on the Ridgeway high street. This move has proven to be a brilliant business decision, fostering a better social atmosphere and attracting more walk-ins and enquiries. The new space breaks the stereotype of the stuffy, intimidating financial advisor’s office, offering potential clients a warm, welcoming environment where they can comfortably engage in an initial conversation with no jargon.

This brings us to Calum Levy, the 25-year-old rising star and future face of Excaliber. Calum’s journey with the firm began in 2018 during his first year at university, where he was pursuing a Financial Economics degree. That summer, Santander launched a UK-wide initiative offering two-week work experience placements funded by the bank, provided certain criteria were met. Preferring the personal touch over emails, Calum reached out directly to a few local firms, which led him to Stella’s door. She invited him into the office for a chat and offered him the chance to gain hands-on experience at Excaliber.

During those two weeks, Calum was thrown into the deep end, handling tasks like sending off reports to the FCA and manually working out commissions. Impressed by his initiative and enthusiasm, Stella kept in touch with Calum, who returned the following summer for more experience. By August 2020, after completing his degree and taking a well deserved month off after his studies, Calum had become a core member of the Excaliber team.

However, his path was different from what he had initially imagined. Like many recent graduates, Calum expected to start earning big right away, not realising that this side of the financial business required additional qualifications beyond his degree. Undeterred, he embarked on an apprenticeship in Mortgage Advice in August 2020, completing it within two years. In September 2022, Calum achieved a significant milestone by earning his diploma, to which he then became a full-time mortgage adviser working toward his competency which Calum got relatively quickly. The following year in October 2023, Calum began his studies for a Level 4 Diploma in Financial Advice and completed in July 2024, all completed in his spare time.

The past four years have been a period of steady progress for Calum, something he appreciates about the financial industry. He values the clear career path it offers and the diverse range of services he can provide, ensuring that no two clients have the same needs. What drives Calum most is his passion for helping people and the personal connections he builds along the way.

At Excaliber Associates, the client experience begins with a thoughtful, two-appointment process designed to ensure a perfect fit between the advisor and the client. The first appointment is free of charge, offering an opportunity for both parties to explore what the firm can offer, discuss the client’s needs, and review potential fees. This initial meeting sets the stage for a collaborative relationship, ensuring that the client feels comfortable and confident moving forward. The second appointment dives deeper into the specifics, where the Independent Financial Advisor (IFA) presents the research they’ve conducted and outlines the options available to the client.

In today’s rapidly changing financial landscape, pension advice has become the most sought-after service at Excaliber Associates. Whether clients are just starting their pension journey or reassessing existing plans, the constant evolution of legislation can make the process overwhelming. Clients often grapple with questions like: Is my pension performing well? Do I have the right plan? What do these new regulations mean for me? Recognising this complexity, Stella Goodman and Calum Levy prioritise staying ahead of the curve, continuously updating their knowledge and maintaining open lines of communication with their clients. Calum reflects on this dynamic, noting, “That’s the thing with this job—you’re always learning and finding new ways to tackle things.”

The importance of seeking financial advice cannot be overstated, especially when it comes to securing your financial future. At Excaliber Associates, financial planning is seen as the second most critical aspect of life after ensuring a stable living situation. There’s no age limit when it comes to financial planning; the firm even assists clients in setting up pensions for their grandchildren. Many of Excaliber’s clients come with a complex history of multiple jobs and varying pension schemes. The firm specialises in consolidating these disparate accounts, giving clients full control and easy access to their financial assets.

Looking ahead, the next five years at Excaliber Associates promise to be a period of transition and growth. Stella, having poured her heart and soul into building the firm, envisions stepping back from day-to-day operations. She is confident, however, that the business will be in excellent hands. Since joining the team, Calum has demonstrated a remarkable work ethic, deep empathy for clients, and a genuine passion for the financial industry. Stella believes there is no one better suited to carry forward the legacy of Excaliber Associates, ensuring its continued success for years to come.

What’s one piece of advice you can offer our readers?

Calum: “Treat your savings and investments as a bill, pay yourself first.”

Stella: “Invest in your health, invest in your wealth.”

www.excaliber-ifa.co.uk | admin@excaliber-ifa.co.uk | 01752 340183
79 Ridgeway, Plympton, Plymouth PL7 2AW