Feature: ZeroKey CEO on 'positively disrupting' the advice profession
14/05/25 · By Isabel Baxter of Professional Adviser
Having only launched during the summer of 2024, ZeroKey CEO Joseph Williams tells Isabel Baxter that he believes the company is positively disrupting the advice profession…
ZeroKey is the brainchild of former CashCalc employees Williams, Matt Wiltshire, and Aled Phillips. It is solely focused on integrating technology and helping eliminate manual data entry for financial advisers.
"It's a major pain point within our profession, which often goes overlooked," CEO Williams told PA. "I believe that we are positively disrupting the advice profession."
"In 2019, 85% of financial advisers told The Lang Cat and Origo that a lack of integration between technology is a major cause of inefficiency. Fast forward to 2024 and that figure, according to Intelliflo, now stands at 94%.
"So, we are heading in the wrong direction, and we need a fresh approach."
Williams explained that "tech providers would traditionally build individual point to point integrations with those they wish to integrate with, but for numerous reasons, often they do not get built".
He added that we now need a "scalable and sustainable solution that lightens the integration burden for tech companies and starts to properly address our profession's biggest pain point".
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