AI will not increase your business value. It will protect it.

In the second episode the Future Fit Financial Planning series, James is joined by Vicky Hicks, Co-Founder of Melo, for an honest conversation about business value, identity, leadership and the realities of today’s M&A market.

Vicky shares her journey of building and selling a firm, the personal identity shift that followed, and the lessons she learned about value creation, culture and operational discipline. She offers a rare, candid look at what is really happening in the M&A landscape; from price pressure to what buyers now expect from advice firms.

They explore how clearer propositions, consistent processes and strong operational foundations protect long-term value, and why technology has become essential infrastructure rather than a differentiator.

In this episode, they cover:

• How advisers are evolving into coaches, communicators and planners
• Why clear propositions and consistent processes protect business value
• Technology as core infrastructure, not a “nice to have”
• What buyers are really looking for in today’s M&A market
• Rising price pressure and shifting valuation expectations
• Lessons from both nightmare sale stories and record-valuation exits
• Identity, resilience and planning for your own future — not just your clients’

This episode gives owner-managers, advisers and firm leaders a grounded view of where the market is heading — and a reminder that value isn’t created at exit, but in the everyday.

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