Built from inside the market.
The story behind Calm Authority.
Calm Authority is a tone-of-voice writing system that helps financial advisers turn their expertise into consistent, publish-ready LinkedIn content in their own voice.
The best expertise in any professional firm is already on the payroll. The problem was never a lack of insight. It was a lack of time, a lack of system, and tools that flatten every voice into the same generic output.
Calm Authority was designed and built by Jayme Baggio, Founder & CEO of Studio Baggio, with insight from Chartered Financial Planner Harry Sims, its founding adviser and first user. It applies Studio Baggio's systems-led approach to a specific commercial problem: turning specialist expertise into consistent visibility without flattening the expert's voice or judgement.
Harry has spent 11 years in financial services. He holds the Advanced Diploma in Regulated Financial Planning from the Chartered Insurance Institute and advises across investments, pensions, complex tax, trusts, and estate planning.
His approach is plain English, long-term relationships, and a belief that financial planning should help people build the life they actually want, not just buy products.
He also saw a gap in the market.
Of the 37,136 authorised financial advisers in the UK, fewer than 300 post consistently on LinkedIn. The expertise is there. The visibility is not. In a market where trust now starts before the first conversation, that gap costs firms clients, credibility, and future growth.
Harry was the first person to use Calm Authority. His impressions grew by more than 500%. He received six inbound leads in two weeks from people who had been watching quietly for months. Then his colleagues wanted in.
That demand is what turned a prototype into a product.
Jayme Baggio is Founder & CEO of Studio Baggio, an AI strategy, systems and implementation company. She helps businesses identify where AI can create measurable value, then designs and builds the systems and software needed to deliver it.
Her work spans AI operating systems, SEO and AI search, growth infrastructure and visibility, and bespoke software for trust-based businesses. Calm Authority is one of those systems: it captures an expert's judgement and voice, then turns it into a repeatable product designed to strengthen visibility, reputation and commercial growth.
Before founding Studio Baggio, Jayme spent more than 12 years in media and production, most recently as Production Lead at Channel 4, working with organisations including BBC Studios, ITV, Google and HSBC. She built the tone-of-voice system behind Calm Authority and leads its product, design and platform strategy.
Most AI writing tools are built by technology companies to generate optimised content in large volumes. The result is usually generic output that strips away what makes the individual credible in the first place.
Calm Authority was built around a different premise: that the voice and judgement of a specific expert are the things worth preserving, not standardising.
Jayme designed the system. Harry's view from inside the advice profession shaped what the system needed to handle: the tone, the compliance sensitivities, the realities of how advisers actually communicate with clients. Jayme built a tone-of-voice engine that maps how a specific person thinks, speaks, and explains complex ideas. Harry tested it as the first user. The system worked, his colleagues wanted in, and the prototype became a product.
Harry spotted the opportunity to become more visible on LinkedIn and turned to Jayme to advise on strategy.
Jayme outlined an approach built on consistency, providing real value, and proper engagement. Harry put that into practice and the results came quickly.
The constraint was time. Producing that quality of content consistently alongside an existing client base was not realistic.
Jayme could see a way to turn that strategy into a system. She built the first prototype around Harry's voice, ideas, and expertise.
It worked so well that other people in his office wanted to use it too. That demand turned a one-off solution into a product test, then a beta cohort, and eventually into Calm Authority.
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Take the diagnosticCalm Authority was designed and built by Jayme Baggio, Founder & CEO of Studio Baggio, an AI strategy, systems and implementation company. Chartered Financial Planner Harry Sims was its founding adviser and first user. His experience inside financial advice shaped how the system handles voice, compliance and client trust.
Calm Authority was built by Jayme Baggio. Harry Sims, a practising Chartered Financial Planner with the Advanced Diploma in Regulated Financial Planning from the Chartered Insurance Institute, was the product's first user and shaped the build around the tone, compliance sensitivities, and trust dynamics of the advisory profession. This combination of system-builder and named adviser informing the build is why Calm Authority understands adviser-specific dynamics that generic tools miss.
Of the 37,136 authorised financial advisers in the UK, fewer than 300 post consistently on LinkedIn. The expertise exists inside firms but the visibility does not. Calm Authority was created to help professionals turn real expertise into consistent, credible LinkedIn content in their own voice.
Last updated: September 2026