LAURA
COWLING

WHO I HELP

Planners. Associates. Clients. Operations.

HOW I HELP

Operational oversight. Recruitment and onboarding. Supporting promotions. Project management. Workflow improvements.

“Teamwork makes the dream work.”

Based in Leeds, Laura Cowling is a Senior Operations Manager, supporting the Client Service Support and Financial Planning Associate Team to ensure strong communication, efficient processes and smooth operations across the entire back office. With more than 15 years of experience in financial services – working her way up from entry-level roles to senior leadership, Laura brings an invaluable understanding of how every stage of the client journey connects.

Her role spans operational oversight, supporting recruitment and onboarding, project management, improving processes, and helping to design and implement new systems and training. Although her work is behind the scenes, its impact is felt everywhere – enabling advisers, paraplanners and client support teams to deliver exceptional service.

Laura didn’t set out to pursue financial services, she planned to start a career in accounting through an apprenticeship provider. But a recommendation sent her to interview with a financial adviser instead, and “the rest was history.”

KEEPING OPERATIONS RUNNING SMOOTHLY

“No two weeks look the same for me and that’s what makes this role so fulfilling. I spend a lot of time supporting the Client Service Support and Financial Planning Associate Team Leads, helping them ensure strong communication and alignment across all operational teams. When the back office runs smoothly, it enables advisers and paraplanners to support clients with clarity and confidence.

A big part of my role is project work, reviewing our operational processes, identifying what could run better, and rolling out improvements. Whether it’s restructuring workflows, refining existing procedures or helping to build training around new processes, my aim is always the same: make our systems more efficient, intuitive and futureproof.

I’m also closely involved in recruitment, onboarding and developing team members as they move through the business. Seeing people grow, progress and find their confidence is one of the best parts of my job.”

LEADING WITH EXPERIENCE

“Having spent more than 15 years in the industry, progressing through multiple roles across different firms, I bring an understanding of the full client journey that only experience can give you. Because I’ve done the roles myself, I understand the pressures, the detail, and the importance of getting things right.

This insight lets me step back and evaluate processes from every angle. I’ve seen what works well, and I’ve seen what causes bottlenecks – both of which help me guide improvements.

I also try to lead with kindness, determination and empathy. I’ve doubted myself in the past, and learning how common this is made me realise how important it is to help others feel confident in their strengths. Everyone brings something different, and part of my job is helping people recognise the value they contribute.”

THE IMPACT OF STRONG OPERATIONS

“Although I don’t work directly with clients day to day, the work I do feeds into their experience. When processes run efficiently, workflows are clear, and communication is strong, clients feel it. They get faster responses, smoother administration and more time with advisers focusing on what matters most.

One of the most satisfying parts of my job is hearing success stories from the team, knowing that the changes or improvements we’ve made are helping colleagues spend more time building relationships with clients and less time battling systems or delays.”

A CULTURE THAT LIFTS EVERYONE UP

“AAB’s people-focused culture is one of the biggest reasons I love working here. There is a genuine commitment to helping individuals progress in their careers, and it’s inspiring to see so many colleagues move through the business and grow.

Being part of that journey, supporting promotions, onboarding new starters, and helping teams develop is incredibly rewarding. I’m surrounded by people who care deeply about what they do, and that creates an environment where learning and collaboration come naturally.”

SEEING OPPORTUNITIES, NOT OBSTACLES

“Financial services are constantly shifting – regulations change, technology evolves, and new expectations emerge. One of the biggest challenges is staying ahead of these changes and communicating clearly so everyone feels confident moving forward.

As for trends, AI and automation are creating exciting possibilities. The challenge is understanding which tools genuinely enhance the client journey and which are just noise. Keeping up with these developments is exciting and essential for our long-term growth.”

GROWTH, IMPROVEMENT & OPPORTUNITY

“I’m excited for the future at AAB Wealth for our clients, our teams, and the wider business. There’s so much opportunity for growth, innovation and continued collaboration.

For me, success isn’t just about processes running smoothly, it’s about creating an environment where people feel supported, confident, and able to do their best work every day. If I can play even a small part in that, then I know I’m making a difference.”