True Potential pledges support to Tiny Lives Trust

A Newcastle-based financial services firm has pledged support to a regional charity helping families of premature and sick babies across the North East and North Cumbria.

True Potential has named Tiny Lives Trust as its Charity of the Year, launching a year-long partnership focused on fundraising, volunteering and financial support.

To kickstart the initiative, the wealth management firm has made a £50,000 corporate donation to the Newcastle charity.

The funding will help Tiny Lives Trust provide specialist psychological support for families and support a dedicated Neonatal Support and Development role offering practical and emotional guidance.

Gregg Lang, chief executive of True Potential Adviser Services, said: "We asked colleagues to vote for our Charity of the Year and the support for Tiny Lives Trust was overwhelming – a clear reflection of the impact they have on families across the region. 

“We’re proud to stand alongside them in 2026 to help make a real and lasting difference to the families who need it most.”

Tiny Lives supports more than 800 families each year, providing assistance that extends beyond clinical care, including developmental aids and services designed to help parents stay connected with their babies.

The partnership reflects a shared commitment to the region, with True Potential employees also set to take part in fundraising and volunteering activities throughout the year.

True Potential say they will match every pound raised by colleagues and has introduced a paid volunteering day for all employees to support charitable causes.

Andrew Dunsmure, chair of trustees at Tiny Lives, added: “One in seven babies will spend time in a neonatal unit and behind every one of those admissions is an entire family network in need of support. 

“We’re incredibly grateful for True Potential’s generosity and commitment, which will enable us to provide life-changing developmental, psychological, emotional, and financial support to neonatal families across the North East and North Cumbria, giving premature and sick babies and their families the best possible chance to thrive.”

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