Confidence to grow and shape your future
As SMH Group continues its journey of growth and integration, the business has taken an important step in shaping a unified culture and purpose across all offices, service lines and stakeholders.
Led by Chief Financial Officer Steve Fern, SMH Group has defined a new organisational “Why” – a shared purpose that will guide how the group supports its clients, colleagues, communities, and partners moving forward.
After consulting with team members across the group, SMH’s Why has been clearly defined as: ‘Confidence to grow and shape your future’
This simple statement captures what SMH Group aims to offer every person and organisation it supports – whether that’s through accounting & business advisory, financial planning, payroll, wills and probate, residential mortgages, commercial finance or corporate finance.
“Ultimately, we want every client and every team member to feel confident about what’s next,” explains Steve. “That might be growing a business, planning for retirement, or developing professionally. Whatever the journey, we want to help people shape their future in the right way.”
How SMH Group brings its ‘Why’ to life
Alongside this new purpose, SMH Group has introduced three Core Behaviours – designed not just as internal values, but as everyday actions that clients, colleagues and stakeholders will experience in every interaction with the firm.
These behaviours are the non-negotiables that underpin the group’s culture and decision-making, and they apply across every location, every service line, and every role.
- Caring
SMH Group leads with care and integrity – not just when it’s easy, but especially when it’s not. The team is committed to doing what’s right for clients, communities, and colleagues, while treating everyone with empathy, respect, and understanding.
- Client Centric
Client experience is everything. The team at SMH Group works hard to go above and beyond – offering more than just transactional services, but actively looking for opportunities to add value, solve problems, and help clients achieve their goals.
Whether it’s identifying ways to improve cash flow, introducing a trusted contact, or simply being on hand when needed, clients can expect a team that puts their needs first.
- One Firm
Despite being made up of many locations and specialisms, SMH Group operates as one team. Cross-office collaboration, shared expertise and a “we before I” mindset ensures clients benefit from the full strength of the group – not just individual departments.
This approach helps SMH maintain its “small firm feel” and “large firm experience” – combining local knowledge and trusted relationships with the breadth of support expected from a national group.
Why now?
Over the past six years, SMH Group has grown significantly – welcoming new firms, team members, and clients across the UK.
Establishing a consistent, group-wide culture helps ensure that as SMH expands, it remains true to the things that matter most: personal service, client trust, and meaningful long-term relationships.
“Culture isn’t just something you write down,” Steve adds. “It’s something you live every day. These behaviours give us a shared foundation, so whether you’re dealing with someone in accounting, payroll or financial planning, in Sheffield or beyond – you’ll know what to expect from SMH.”
Brand refresh
To align visually with this new purpose and cultural direction, SMH Group, with the help of their outsourced marketing department, Dialled In, have also introduced a subtle but important brand refresh.
“The updated branding brings everything into alignment and ensures that we present ourselves as one joined-up team, wherever you interact with us,” adds Steve.
The refreshed identity reinforces SMH’s commitment to being a forward-thinking, people-first business – while still retaining the values and trusted reputation the group is known for.
What’s new?
- Updated fonts and lettering
A new font has been introduced across all branding. The letters in ‘SMH’ are now spaced apart for improved legibility and consistency across firm names and materials. - Logo sizing and layout
The word ‘Group’ now matches the size of ‘SMH’, as do the names of individual accountancy firms. This creates a more balanced look that works better across signage, digital platforms, and printed documents. - Simplified logos
All accountancy firms in the group now use the same font. Legacy emblems have been retired to simplify the visual identity. Each firm retains its original colour, preserving local recognition while aligning with the group brand. - Clearer presentation of services
Services such as Financial Services, Wills and Probate, Commercial Finance, Residential Mortgages, and Corporate Finance are now presented in a new two-line layout alongside the SMH name. This helps clearly distinguish each offering in marketing, signage, and digital communications.
What this means for clients
Clients of SMH Group won’t see a dramatic change – and that’s the point. The new Why and Core Behaviours reflect what many clients already experience when working with the group: personal care, trusted advice, and a team that’s always looking out for their best interests.
What clients will see is greater consistency, even better service integration, and a stronger team behind them – all working to give them the confidence to grow and shape their future.
For more information about SMH Group’s services, team and offices, visit www.smh.group or follow along on LinkedIn for regular updates and insights.
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