High Performance Individuals
A website for a financial advisory business built to challenge everything the industry had normalised.
Bryan Robson is one of English football's most decorated players. He is also someone who was let down badly by the financial industry during his career - stung multiple times by tax efficiency schemes that collapsed, costing him millions of pounds. It's a story shared by more professional athletes, entertainers and high-profile individuals than the industry would care to admit. High Performance Individuals was born from that experience. Founded by Jamie Proctor and Simon Andrews alongside Bryan, HPI set out to revolutionise the way financial advice is given to people in sport, media and entertainment - with a transparent, flat monthly fee model that removes the hidden charges, opaque structures and conflicted incentives that have historically defined the sector. When HPI approached Esben Studio, they were at the very beginning. The value proposition was still being sharpened. The ICP was still being defined. What they needed was a website that could carry the weight of that positioning - credible enough to open doors with elite clients, clear enough to articulate a genuinely different offer, and confident enough to stand next to the established names in financial services.
Client
High Performance Individuals
Year
2025
Services
Web Design, Web Development, Brand Positioning, UX, CMS Build, Copywriting
Building trust through story, not just design.
Financial services is an industry built on trust. For a new business entering that space - even one with Bryan Robson's credibility at its core - that trust has to be earned quickly and established clearly from the very first click. We approached the HPI website knowing that Bryan's story was the most powerful asset the business had. Not just as a famous name, but as a genuine, honest account of what goes wrong when high performers are poorly advised and why HPI is the answer to that. The website leads with that story and builds the case from there. Every design decision was made in service of credibility. Image-led layouts that communicate professionalism and gravitas. Clear articulation of the team's experience and expertise. A service presentation that explains the flat fee model simply and directly - removing the mystique that financial services businesses often hide behind. The result was a website that positioned HPI exactly where it needed to be: as a serious, trustworthy alternative to the established players, with a founding story compelling enough to start conversations with exactly the right clients.
A platform built to grow with the business.
HPI came to us at a foundational stage - which meant building something that could evolve as the business grew, the proposition sharpened and the client base expanded. A static brochure site wouldn't serve that. We built the website with a full CMS infrastructure, giving the HPI team the ability to add team members, update service offerings, publish content and manage the site independently as the business developed. The architecture was designed to accommodate growth - new pages, new sections, new capabilities - without requiring a rebuild every time something changed. The combination of a website that works hard on day one and infrastructure that supports the business in year two and beyond was exactly what a business at HPI's stage needed. A platform as ambitious as the people running it.
