Aberdeen Adviser taps Finimize for new CMO

aberdeen’s adviser platform has appointed a new CMO with experience from the publishing and wealth management worlds.

Max Rothery took on the role in March, which will see him leading marketing at the UK’s second largest B2B platform for advisers.

He joins from Finimize, a financial news and education platform for investors, where he has worked for nearly 10 years as VP of Community and Marketing for B2B.

Prior to this he managed digital strategy Kleinwort Benson, an investment bank which was later acquired and eventually sold to Société Générale.

“I’m excited to join at such a pivotal moment in their journey,” Max commented on LinkedIn.

“My focus remains on empowering more people to become better investors, now at a platform managing £75bn in AuM and used by over 50% of advisers in the UK.

“I’ve been impressed with the team’s dedication to improving the product, service, and experience. Building on the momentum of the newly established, market-leading executive team, I look forward to bringing a fresh perspective and renewed focus on marketing as a strategic driver of growth.”

Max joins the firm after it abandoned its controversial abrdn name. The firm’s advice platform saw its assets under management and advice rise 2% to £75.2bn in 2024.