Citywealth Leaders List, 60 seconds interview – John Pepin, Chief Executive, Philanthropy Impact

How would you describe your role in shaping the future of values-based wealth advisory?

I lead Philanthropy Impact, an award-winning sector-defining support service that empowers professional advisors (wealth management, private banking, tax, legal) to meet the rising client demand for values-driven, purpose-led advice.  Its purpose is to increase the flow of capital for good.

We equip professional advisors with the skills, tools, and confidence to integrate clients’ values into wealth planning—turning technical advice into purpose-driven strategies that enhance the client-advisor relationship deepening relationships, strengthening trust, and achieving greater impact.

What does a typical day look like for you?

There’s no such thing as a typical day. Every day is about connection—meeting with advisors, delivering CPD-accredited training, hosting roundtables and podcasts, and facilitating networking amongst advisors, philanthropists, impact investors, trusts and foundations, charities and social enterprises.

Networking is central; it builds collaboration, referrals, and opportunities across the advisory ecosystem.

Can you share a recent example of an advisor request or collaboration where values-based planning or impact investment played a pivotal role?

A private bank asked us to train their team on the rationale and approach to extending sustainability discussions to include a values-based approach. Those taking the training have reported deeper client engagement, stronger intergenerational links, and new business generated through values-led conversations.

How are you helping firms overcome obstacles to embedding impact strategies into their core services?

We build leadership commitment, deliver structured training, and provide frameworks like our “Purpose-Driven Advising” eLearning—so advisors are confident, able to manage risks associated with regulatory compliance, and to have commercially valuable client conversations about their desired impact related to impact investment and philanthropy.

What is your proudest achievement in advancing values-based advisory?

Two examples come to mind. Seeing advisors transform their practice from transactional to transformational—and knowing our work has contributed to six times higher median AUM for firms offering values-based services. Achieving impact is a collective effort, and our people are our greatest asset: a team driven by clarity of purpose, collaboration, and innovation to turn ideas into action.

Philanthropy Impact being recognised wining an award with the judges stating ‘This winner has uniquely bridged sectors for 27 years, equipping wealth managers with tools, insights, and networks to integrate client values into advice. Their leadership is transforming wealth management into a force for social impact, compliance, and meaningful change.’

What leadership qualities are essential for guiding advisors and clients through the shift toward purpose-led wealth management?

Curiosity to explore client motivations, courage to challenge conventional thinking, and vision to see wealth advice as a means to deliver both financial returns and positive societal change.

Who or what has most inspired your commitment to making values-based advice mainsteam?

There are too many answers to this question. One example is the next generation of wealth holders—Gen Z, millennials, and women of wealth—demanding that their advisors help them align capital with their values. They are rewriting the rules, and we are encouraging the profession to evolve with them.

Ultimately this is about transforming wealth from something one accumulates into something that creates lasting value for people and the planet. And when we get that right, everybody wins.

If you weren't working to embed values and purpose into the advisory profession, what other mission-driven career might you be pursuing?

I would still be driving systemic change, likely through my consultancy work supporting social enterprises, charities, and mission-led organisations to blend entrepreneurialism and strategy with impact.

After a day spent equipping advisors to turn client intent into impact, how do you recharge?

Time with my wife—she’s my greatest source of support and inspiration—cooking together, listening to music, and walking our dog. That combination of love, creativity, and fresh air restores my energy and perspective for the work ahead.

John Pepin – Citywealth Leaders List Top 25 ESG & Sustainability Experts 2024