Concierges are usually found in luxury hotels, helping guests book restaurants, arrange transport or secure hard-to-get tickets.

But don’t expect Guernsey’s first Finance Concierge to help you with restaurant recommendations or theatre tickets – instead they’ve been appointed to help financial services businesses navigate the island as they consider setting up here.

Finance Executive Peter Deacon has been appointed to the newly created role, which is intended to act as a single point of contact for businesses looking to navigate Guernsey’s government, regulator and promotional agencies.

The States says the concierge will help prospective firms understand what is required before establishing themselves here, from regulatory matters to immigration and employment requirements.

Mr Deacon said the role was about making sure “the right conversations happen in the right order” and ensuring businesses arrive “prepared for what will be asked of it”.

The States has not disclosed the cost of the 12-month, three-days-a-week position.

Express has asked how much the role will cost, how it is being funded and how success will be measured at the end of the pilot.

Signposting

Mr Deacon’s appointment followed an open expression of interest process launched earlier this year.

The role will work alongside Guernsey Finance, Locate Guernsey, the Guernsey Financial Services Commission (GFSC) and local professional firms.

It will focus on businesses including fund managers, family offices, private wealth and fiduciary firms, as well as companies operating in digital finance.

Economic Development strategy

The role was one of the recommendations of Guernsey’s Finance Sector Growth Strategy 2035, published earlier this year following work by consultants Oliver Wyman.

The strategy – which sits under Economic Development (ED) – sets out plans to grow the island’s finance sector by improving collaboration between government, industry, promotional bodies and the regulator.

It identifies opportunities across Guernsey’s established sectors, including investment, wealth management, insurance and banking, while also highlighting emerging areas such as digital finance.

‘Making the right conversations happen’

ED’s Finance Sector Lead, Deputy Rhona Humphreys, said the appointment was “an important step” in delivering the ambitions set out in the strategy.

“We welcome the fresh approach that this role brings, creating a clear and accessible route for businesses, investors and advisers who are considering Guernsey,” she said.

“By providing a single point of contact and helping firms navigate the practical, regulatory and commercial aspects of establishing themselves here, we can make it easier for them to access our market and understand the opportunities available.”

The GFSC’s Alice Joy said: “The best conversations about regulation often happen before an application is written in stone.

“With his broad mix of commercial, digital and policy experience, Peter as concierge can help businesses understand Guernsey earlier and arrive at the Commission with well-formed plans and realistic expectations.

“That is good for them, good for the Bailiwick and good for sound regulation.”

Compliments existing agencies

Mr Deacon said his role would complement, rather than replace, the work already carried out by industry and Guernsey’s promotional agencies.

“Winning new business is the work of the island’s firms and its promotional agencies,” he said.

“What I add sits on the public side of it: making sure the right conversations happen in the right order, and that a business arriving here is prepared for what will be asked of it.”

He added that businesses moving jurisdiction were looking for “a place to be for the long term” and said he was looking forward to working with industry both on island and internationally.

Who is Peter Deacon?

Mr Deacon brings almost 30 years’ experience across finance, technology and business.

He was previously a vice-president at J.P. Morgan in Hong Kong and co-founded Bloom & Grow Group, a consumer and digital business operating across seven countries.

More recently, he has advised boards and founders on capital, digital platforms and the governance of artificial intelligence in financial services.

The States said Mr Deacon has had a “personal and professional connection” with the Bailiwick from an early age, although his recent career has been based outside Guernsey.

He said the role was “a privilege”, adding that Guernsey had “set itself a serious growth agenda”.

Mr Deacon added: “Businesses considering Guernsey now have one person to talk to across government, the regulator and the promotional agencies.

“Similar, perhaps, to ships coming into St Peter Port taking a pilot… compulsory for the larger vessels and, as the harbour authority puts it, ‘optional but recommended on a first visit’ – the pilot comes aboard for the awkward part and leaves the master in command.”