Your expertise. At scale.
A LinkedIn writing system that turns financial advisers’ real expertise into publish-ready posts in their own voice. Built by a content strategist, with insight from inside the advice profession. Live at calmauthority.ai.
At a glance
- Company
- Calm Authority
- Tagline
- Your expertise. At scale.
- Founded
- 2025
- Founder
- Jayme Baggio (content and systems strategist)
- Based
- United Kingdom
- Website
- calmauthority.ai
- Press contact
- info@calmauthority.ai
The problem it solves
37,136 authorised financial advisers in the UK. Fewer than 300 post consistently on LinkedIn. In a relationship business, that is a structural visibility gap. Clients trust adviser judgement in private. Prospects, referral partners, and centres of influence have no public evidence of it.
Generic AI is a reputational risk for people who sell trust and judgement — the output reads like a template everyone else is using. Calm Authority closes the visibility gap without the time cost of writing from scratch and without the homogenised output of generic AI.
How it works
Calm Authority maps each adviser’s actual writing voice from real samples, runs weekly research to surface relevant angles, and generates draft posts from a URL, an article, or an idea. Advisers edit, approve, and post manually. Nothing is auto-published. Each adviser retains full editorial control.
A 30-minute weekly rhythm. Designed for individuals and firms, with firm-level guardrails, adoption visibility for firm admins, and a structured 90-day rollout for advisory firms.
Who it’s for
- Individual financial advisers who want a consistent LinkedIn presence without writing from scratch.
- Advisory firms and PE-backed consolidators who want their best thinking visible across the team, in each adviser’s own voice, without compliance exposure.
Primary wedge: UK financial advice. Active expansion into recruitment and wider professional services.
Pricing
| Tier | Price | Scope |
|---|---|---|
| Individual — earlybird | £99.99 / mo | First 100 subscribers; rate locked while subscription stays active |
| Individual — standard | £149.99 / mo | After the first 100 |
| Firm Starter | £850 / mo | Up to 5 seats. Branded firm workspace, team visibility, compliance policy built into onboarding |
| Firm Boutique | £2,000 / mo | Up to 15 advisers. 90-day charter, structured rollout, leadership visibility |
| Firm Growth / Established / Enterprise | Sized to firm | Boutique core scaled. Rollout sized to the firm |
Built by
Jayme Baggio
Twelve years across media, brand-building, and practical AI. Has worked 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. Built the tone-of-voice mapping system at the core of Calm Authority and leads product strategy. Calm Authority is a product of Studio Baggio, her applied AI operating systems studio for trust-based businesses.
Harry Sims
Eleven years in financial services. Holds the Advanced Diploma in Regulated Financial Planning from the Chartered Insurance Institute. Advises across investments, pensions, complex tax, trusts, and estate planning. As Calm Authority's first user, his view from inside the advice profession shaped the build around the compliance sensitivities and trust dynamics of advisory work.
Proof points
- 52 inbound leads in six months. “6 months on LinkedIn — 52 inbound leads. Approx 60% from DMs, 40% from prospects reaching out to me.” Harry Gallow, independent financial adviser
- Two to three client meetings per week, sustained. “Since I started using Calm Authority, I’ve been able to kick off quite a few conversations on LinkedIn and have been booking around 2–3 meetings a week over the past couple of months. A great tool for building my personal brand.” Nicola Podda DipPFS
- £20,000 initial fees + £18,000 ongoing annual revenue from two inbound LinkedIn enquiries in a single month — roughly 44× the cost of a Firm Starter licence.
- +527% impressions in 28 days. One adviser, same audience: 48,000 to 301,314 impressions. Top single post reached 93,704. Viewers included EY, Deloitte, PwC, and HSBC. Harry Sims, Chartered Financial Planner
Compliance and editorial control
Calm Authority is a writing assistant. Every post is reviewed and published manually by the adviser. Standard FCA promotional rules apply. Calm Authority operates inside firm policies, not around them.
Featured in
Boilerplate — for citation
Calm Authority is a LinkedIn writing system for UK financial advisers. It maps each adviser’s real writing voice from samples, surfaces relevant weekly angles, and generates publish-ready drafts the adviser edits and posts manually. Built in 2025 by Jayme Baggio, a content and systems strategist, with insight from inside the advice profession. Live at calmauthority.ai.