About Jonathan McCaffrey

I set up Sea to Sea Consulting to help businesses build products and services around the customer, not around the provider. Firms that do this deliver better outcomes. They also tend to be more resilient and more profitable, and better able to cope with a market that changes faster than I have ever known in 29 years in financial services.

Two things in my own family shaped how I think. My dad lived for years longer than doctors first expected, and he never made a will. When my mum’s memory began to fail, we talked about her care late. Both taught me the same lesson. The help people need most is often the conversation they are putting off.

After Mum died I realised my own time was limited, and that if I wanted to do something, I should do it now. My wife and I had long wanted to walk across the country, so we did, from the Irish Sea to the North Sea. That walk is where the name Sea to Sea comes from. It is a reminder that big journeys are made in small steps, and that they are better done with someone you trust.

I work with clients across the UK, in person and remotely. Views are those of Sea to Sea Consulting Limited.