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 flattened every voice into the same generic output.
One of us saw that from 11 years inside financial services. The other saw it from a decade across media, content strategy, and AI. We came at the same problem from completely different directions. That is why what we built feels different from everything else in this space.
The partnershipHarry had been Jayme's financial adviser for nearly 10 years before Calm Authority existed. He was exceptionally good at what he did, but far too few people outside his existing network could see it.
A Chartered Financial Planner and a content strategist are not the obvious pair to build a technology product. But Harry understands how trust is built in professions where reputation really matters. Jayme understands how experts build authority, how to preserve what makes their voice distinctive, and how to build systems that scale.
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 has spent more than 12 years in commercial content strategy, working with brands including Channel 4, BBC Studios, Google, Coca-Cola, HSBC, M&S, National Lottery and Nestlé, and with production companies including Banijay and All3Media.
Her work spans editorial and commercial strategy, campaign architecture, audience growth, and building systems that turn expertise into visible, consistent output.
She now helps businesses and individual experts use AI to turn knowledge into practical systems, content and products that strengthen reputation and commercial value. She recently presented her AI Operating System framework to the Unstereotype Alliance UK in partnership with UN Women, a practical model for how organisations adopt AI without losing quality or judgment.
She built the tone-of-voice system behind Calm Authority and leads product, design, and platform strategy.
That system is what makes the difference between generic AI content and output that sounds like the person who wrote it.
Most AI writing tools are built by technology companies to generate optimised content in large volumes. The problem is that too much of it is generic and too little of it protects what makes the individual credible in the first place.
Calm Authority was built by a domain expert and a content strategist to make individual insight more visible, and to solve a trust problem.
Harry knows how advisers think, what firms need, where the resistance sits, and why generic AI is not enough for professions where reputation is the product. Jayme knows how to create systems that preserve a person's voice, judgement, and authority, then turn that into a consistent distribution channel. Neither could have built this alone.
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.
Calm Authority was built by Harry Sims, a Chartered Financial Planner with 11 years in financial services, and Jayme Baggio, a content and systems strategist with more than 12 years across media, brand-building, and practical AI. Harry brings domain expertise and market understanding. Jayme built the tone-of-voice system and leads product strategy.
Yes. Co-founder Harry Sims is a practising Chartered Financial Planner with the Advanced Diploma in Regulated Financial Planning from the Chartered Insurance Institute. He was also the first user of the product, which is why Calm Authority understands the specific needs, compliance sensitivities, and trust dynamics of the advisory profession.
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: March 2026