From the Pitch to the Portfolio: How Credo is Supporting Athletes in Financial Services
In the world of elite sport, success comes down to hard work, discipline, and an unshakable commitment to improvement. It’s no surprise that these qualities translate into high performance off the field—particularly in industries like financial services.
We spoke to Billy Pain and Lisa Stride of Credo, a wealth management business based in London and South Africa. From managing few million in assets at its inception, the firm now looks after over £5.6 billion. Their clients are primarily private individuals, and their services span investment management, financial planning, and bespoke advisory work.
Building Financial Foundations
One of the most pressing needs for young athletes is basic financial education. Despite earning potentially significant sums early in life, many haven’t been taught the core principles of saving or investing. Credo is aiming to change that through education and tailored sessions for athletes.
“Often, sportspeople are targeted with high-risk investment opportunities,” says Billy. “We help them understand what’s legitimate and what’s not. We break down the jargon, explain the risks, and help them spot red flags. It’s about giving them the confidence to make smart decisions.”
Billys’ advice to any athlete wanting to get their finances in order? Start small. “Learn about ISAs, get into the habit of saving, and understand the basics”. And as his Dad would say, “If you can’t manage £1,000 a month, you won’t be able to manage £10,000 a month.”
Entering the world of Financial Services
Credo has become increasingly involved in supporting current and former athletes—not just in managing their wealth, but in helping them understand it. “Athletes bring a mindset that fits financial services extremely well,” says Billy. “They’re hardworking, disciplined, and used to pressure. Many of them have developed maturity and resilience from a young age, and they understand trust—whether it’s with teammates, coaches, or advisors. That makes them excellent clients and potentially great colleagues in our industry.”
Lisa advises. “You should obtain the necessary qualifications while also learning on the job. If you have a strong network from your time in sport, the right firm will help you make the most of both.”
At Credo, the focus is not just on managing money, but on empowering individuals to understand it. And for athletes ready to take on a new kind of challenge, the world of finance might just be the perfect fit.
Please note – LAPS is not in any way a financial advice service, and what we have said above is simply a starting point to give you some food for thought. If you are considering investing your money, you should always seek advice from relevant bodies or an independent financial advisor to make sure you’re protected and your money is used wisely.