Exhibit A
Financial Advisors work in Kent
Kent is a large county with a spread of towns, and financial advice firms sit in most of them. The demand comes from people approaching retirement, families sorting out inheritance, and business owners in the county's many small companies. Searches tend to name the town rather than the county, so a firm in Sevenoaks and a firm in Margate are chasing different queries. Paid search in this trade is expensive because a single client is worth a lot, which is why so many firms bid on the same town terms. Franchises and networks hold a share of the market, and owner operators hold the rest. The demand is there across the county, and it is split by town.
