With a focus on close relationships and personalized service, we are preparing a new cycle of growth in the high-income and Private segment. With around R$2 billion in advised assets and approximately 1,000 clients, the firm intends to increase this amount to R$4 billion in the coming years.
Linked to XP, the company invests in a structure based on proximity, active participation of partners and long-term asset monitoring. Today, Nortus has a strong presence in São Paulo and Sorocaba, and is preparing to open a new office in Vitória (ES).
One of the company’s differences is the profile of its professionals. Most of the team has more than 15 years of experience in the financial market, with experience at institutions such as Itaú, Santander and Safra.
Trust as a foundation
Conceived at the turn of 2019 to 2020, the company was practically born together with the pandemic. Instead of focusing efforts on launching the operation, the partners decided to focus their attention on supporting families and business owners in one of the most uncertain periods in recent decades. According to Hugo Roca, founding partner, this decision helped shape Nortus’ culture from day one.
The creation of Nortus also arose from a critique of the traditional model of the financial sector. According to founding partner Érika Ortega, the business emerged to address gaps both in the way of serving customers and in the structure of the companies themselves.
“Sophisticated investors often received a service that was not very personalized, while many partnership models operated with low transparency and little internal alignment”, says Érika.
The answer was to build an operation based on proximity to the customer, meritocracy and active participation of partners in building the business.
Commercial breakthrough
To support the new expansion cycle, Nortus structured a plan whose main vector is the hiring of senior bankers. “We will triple our commercial front, bringing in experienced professionals, with a consultative profile, long-term vision and the ability to build deep relationships with clients and business families”, explains Roca.
The objective is not just to expand the team, but to attract professionals who want to actively participate in building the next phase of the company.
Regional expansion is also part of this movement. In addition to the consolidated operation in São Paulo and Sorocaba — the latter led by Bruno Zaneti — Nortus will open a new unit in Vitória, considered strategic for growth in the Private segment.
The operation will be managed by Odile Ginaid, founding partner of Nortus and former sailing athlete, who has a strong relationship in the region. “Sorocaba and Vitória appear as relevant centers of growth, especially among businesspeople and high-net-worth families”, points out Odile.
To do
Structure for growth
The new expansion cycle is accompanied by investments in structure, governance, technology and leadership development. The company reinforced its multi-product desk, expanded advisor support areas and strengthened people management to sustain growth without losing agility, proximity and quality of service.
According to the company, operational efficiency has also become a strategic priority. Claudia Lima and Pedro Jacob lead operational excellence initiatives to better support advisors and, mainly, clients.
To strengthen the company’s culture, Nortus brought in Marília Viana, ex-Bradesco, to lead the People Management area.
Despite the ambitious goal of advised assets, Nortus states that it does not intend to give up the company’s main asset: the relationship between client and advisor.
“The high net worth client seeks trust, continuity and proximity. We often follow extremely relevant patrimonial, family and business decisions”, says Roca. “We deeply know our clients, their families, their businesses and their goals. This completely changes the quality of the relationship”, he adds.
In addition to traditional advisory services, Nortus also operates in consultancy and structured asset management models. For clients with assets exceeding R$100 million, for example, the company operates, in partnership with XP, in a format similar to that of a multi family office (MFO), with an approach that includes succession, asset structure and family protection.
According to João Lacerda, founding partner, the challenge is to grow while preserving the essence of the operation. In the financial market, increased scale is usually accompanied by standardization. Nortus’ strategy follows the opposite path.
Among the measures adopted are maintaining a balanced relationship between the number of clients and advisors, selective hiring of senior professionals and continuous investment in support structure. “Scale without proximity doesn’t make sense for our model. The objective is to build the best client-advisor relationship in the segment”, says Lacerda.
With the goal of reaching R$4 billion, tripling the commercial front and expanding operations in São Paulo, Sorocaba and Vitória, the company is betting on growth sustained by proximity, and not by massification.
“Nortus seeks to consolidate a model based on long-term relationships, active participation of partners and highly personalized service”, says Roca.
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