Reed joins after six years at HSBC Private Bank, where he was an associate director. While at HSBC, he was selected to take part in the bank’s Next Generation Future Leader Programme, which fast-tracks talented employees into senior management roles. He was previously a client advisor at Seven Investment Management. Before that, he worked at Brown Shipley.

“He will be actively involved in further expanding our private client base, as well as developing and managing existing client relationships, as we continue to increase our footprint,” said Nick Hornby, managing partner at Cerno Capital.

“His extensive, first-hand experience of delivering high quality investment solutions to private clients is invaluable, making him an excellent addition to the Cerno team.”

Cerno, which was founded in 2007, manages assets for individuals, families, charities, independent financial advisors and other intermediaries.