Dynamic Planner
Dynamic Planner is a UK-based SaaS platform providing AI-enabled financial planning, risk profiling, and model portfolio tools to 2,000+ financial advice firms and 160+ asset managers, serving roughly 40% of the UK investment advice market.
- Company typePrivate
- Founded2003
- HeadquartersReading, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Dynamic Planner does
Dynamic Planner, trading legally as Dynamic Planner Ltd and historically as Distribution Technology, is a UK-headquartered SaaS provider of digital financial planning and risk profiling software for wealth managers, financial advisers, and asset managers. Founded in 2003 by Ben Goss and based in Reading, the platform underpins the suitability, risk profiling, and ongoing review workflows used by more than 2,000 UK advice firms and 160+ asset managers, giving it penetration across an estimated 40%+ of the UK investment advice market. The company has been backed by FPE Capital since July 2022 and operates with roughly 100–130 employees.
The core product combines a proprietary risk profiling methodology with model portfolio integration, back-office connectivity, and (as of 2024–2025) an AI module and a consumer-facing Tram app. The platform is integrated with 26+ technology partners and aligned with FCA Consumer Duty requirements; in 2024 it became the first UK FinTech to obtain ISO/IEC 42001 certification for AI management. Adjacent assets include the Financial Happiness Index, a behavioural research dataset launched in July 2023, and a six-year run (2019–2025) as the Schroders Leading planning tool of the year.
Revenue mechanics are subscription-based SaaS licensing to advice firms and asset managers, with enterprise tier partnerships (e.g., St James's Place from February 2025) layered on top. Go-to-market is direct sales to UK advice firms combined with platform and asset manager channel partnerships; expansion to European markets is funded by FPE Capital proceeds. Customer success, integration depth, and AI-enabled workflow automation are the primary levers for upsell and retention.
Dynamic Planner firmographics
Firmographics- Name
- Dynamic Planner
- Legal name
- Dynamic Planner Ltd
- Website
- https://dynamicplanner.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Dynamic Planner is a UK-based SaaS platform providing AI-enabled financial planning, risk profiling, and model portfolio tools to 2,000+ financial advice firms and 160+ asset managers, serving roughly 40% of the UK investment advice market.
- Ownership category
- akta.pro rank
Dynamic Planner industry classification
Industry- Product category
- Financial Advice Software
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Digital/Robo Financial Planning (FSAEAAAK)
- akta.pro secondary industries
- Budgeting & Cash-Flow Management (FSAGADAA), Comprehensive Financial Planning (FSAEAAAA), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)
Keywords
Where Dynamic Planner is headquartered
LocationHeadquarters
- HQ city
- Reading
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Dynamic Planner business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Software-as-a-service digital advice platform licensed to advice firms and asset managers. Access is controlled by licence holders with non-concurrent user restrictions. Fees are annual with RPI-based increases.
- Professional Services: Implementation support, training, and consultancy services for onboarding and optimization.
- Data Insights and Analytics: Insight Data sharing with third parties including product providers for monitoring, designing, building, supporting and selling Financial Products. Optional paid feature with opt-out available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS licence for advice firms |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Dynamic Planner product offering
Product offeringCore offering
Dynamic Planner provides an AI-powered digital advice platform that supports UK financial advisers and asset managers across the full advice journey — risk and sustainability profiling, cash flow modelling, suitability reporting, investment research, ongoing reviews, and consumer duty compliance. The platform is modular, configurable, and integrates with 26+ back-office and platform partners, complemented by a white-labelled client mobile app (Tram), an Open API, and the proprietary Financial Happiness Index. Revenue comes primarily from annual SaaS licences to advice firms and asset managers, supplemented by implementation, training, and consultancy services.
Product overview
Dynamic Planner is the UK's leading AI-powered digital advice platform operating on a modular platform-plus-products architecture. The core Digital Advice Platform provides end-to-end financial planning capabilities for advice firms, including Product & Platform Research, Fact Find, Recommendations & Suitability, Client Profiling, Client Review, Data Insights, Cash Flow Planning, AI capabilities, and Investment Research. A key sub-product is Tram, a white-labelled financial planning app extending adviser capability. For asset managers, the platform offers Research Reports, Investment Risk Profiling, Investment Risk Targeting, Single Strategy Mapped funds, and Risk Managed Decumulation solutions. The company also provides an Open API with 26+ integrations, Data Feeds, and Ecosystem Partners for connected advisory processes. The Financial Happiness Index tracks UK financial wellbeing monthly. The platform is ISO/IEC 42001 certified for AI Management Systems and ISO 27001 certified for information security, with all data stored in UK/EEA on Microsoft Azure infrastructure. Dynamic Planner serves over 40% of UK investment advice firms and 160+ asset managers.
Differentiator
Problem solved
Functional benefit
Brands
- Tram: White-labelled financial planning mobile app for customers, enabling advisers and firms to deliver digital, capacity-building seamless financial advice journeys.
Products and services
- Digital Advice Platform The UK's leading AI-powered digital advice platform that powers the entire advice journey from risk profiling and cash-flow modelling to suitability reports, investment selection and ongoing reviews. Enterprise-grade, modular and configurable, with 26+ integrations, deployed to UK financial advice firms and asset managers on annual SaaS licences.
- Tram (White-Labelled Financial Planning App) White-labelled financial planning mobile app that extends adviser capability to enable and support clients, tailored to the firm's brand and voice. Designed to support advisers and firms around regulatory pressures and client expectations.
- Financial Happiness Index A proprietary barometer tracking UK financial happiness monthly based on responses from 4,000+ people. Built on a 12-question psychometric questionnaire measuring financial resilience, emotional resilience, and financial knowledge and confidence. Used to power adviser conversations and product insights.
- Investment Services for Asset Managers Partner services for asset managers including Research Reports (DFM/MPS reporting), Investment Risk Profiling, Investment Risk Targeting, Single Strategy Mapped, and Risk Managed Decumulation. Used by 160+ asset managers for independent investment risk profiling, target market definition, and risk-managed portfolio solutions.
- Targeted Support Services Specialist consultancy and delivery services for advice firms needing additional support in implementing and optimising digital advice capabilities. Includes implementation, training, and ongoing optimisation services.
- Open API & Developer Portal Open API enabling read, write, and reactive capabilities for developers and partners. Developer Portal provides APIs built for developers to integrate with the Dynamic Planner platform, supporting 26+ platform integrations.
- Data Feeds Enterprise-grade data feeds providing valuation details of clients' financial holdings from third-party providers, integrated with the Dynamic Planner platform to support real-time portfolio visibility for advisers and asset managers.
Quantifiable outcome
- Save 3+ hours per client review
- +4 more outcomes
Companies that use Dynamic Planner
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Dynamic Planner technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature8 records
Dynamic Planner partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered major, core and supporting.
- St James's PlacemajorSt James's Place partnered with Dynamic Planner to provide its risk profiling services to advisers and staff. Partnership aims to support SJP's commitment to delivering personalized advice using advanced technology.
- IntelliflocoreIntegration partnership example mentioned on Dynamic Planner's integrations page. Dynamic Planner connects with Intelliflo's back-office system provider for seamless data flow.
- 26+ Platform PartnerscoreEnterprise-grade integrations with 26+ leading platforms and providers. Partners include BNY, Morningstar, PIMCO, Royal London, Baillie Gifford, Brooks Macdonald, Evelyn Partners, and others enabling comprehensive ecosystem connectivity.
- Microsoft AzurecoreAll client data is stored within trusted Microsoft (MS) Azure infrastructure, in the UK or EEA, in compliance with UK GDPR. Azure provides core cloud infrastructure for Dynamic Planner's AI-powered platform.
- Financial Express LtdcoreThird party Data Feed provider for financial data within the Dynamic Planner Platform. Provides valuation details of individual customers' financial holdings.
- GoCardlesssupportingPayment service provider for Direct Debit payments. Bank account and payment details entered directly into GoCardless' systems with Dynamic Planner not receiving or storing full bank account details.
- Cinch MailjetsupportingEmail service provider used for transactional emails including payment confirmations and service related communications.
- SalesforcesupportingCustomer relationship management system used to manage customer accounts, communications, and ongoing relationship with customers.
- HubSpotsupportingMarketing and customer engagement platform used to manage and track interactions with prospective and existing customers, send marketing communications, and analyse engagement.
- Google AnalyticssupportingAnalytics service provider helping understand how Dynamic Planner's websites are being used. Users can opt out of Google Analytics tracking.
- PendosupportingCustomer engagement platform used alongside Google Analytics to monitor website usage and performance.
- DigiCertsupportingCertificate Authority providing publicly trusted certificates with strong 256-bit encryption signed with SHA-256 2048-bit RAS keys. EV certificates provide further customer assurance.
- MSCIcoreMSCI Multi-Asset Indexes integrated into Dynamic Planner Platform for investment benchmarking and performance attribution analysis.
- NettitudesupportingCybersecurity assessment provider carrying out regular network and application security assessments. Nettitude is CREST, QSA, PCI 3DS, PCI ASV, and ISO 27001 accredited.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Dynamic Planner competitors and assessment
Company assessmentBroad incumbents
- FNZ: Global wealth management platform serving asset managers, advisers and end-clients with end-to-end infrastructure including advice, portfolio management and custody. Comparable to Dynamic Planner as a comprehensive wealthtech stack, but operates at much larger scale and broader scope.
- GBST: Wealth management and brokerage technology provider serving retail wealth platforms globally. Comparable as incumbent platform infrastructure for advisers and asset managers, though broader in scope.
- SS&C Advent: Global investment management and asset servicing technology suite, with portfolio management, risk and reporting capabilities for asset managers. Comparable on the asset-manager-side research, risk profiling and reporting modules.
- Avaloq: Swiss-headquartered wealth management platform serving private banks and asset managers with core banking, portfolio management and advisory workflows. Comparable as a broader incumbent in the digital wealth advice infrastructure category.
Direct peers
- Hubwise: UK platform and back-office provider specifically serving IFA and wealth management firms, including model portfolios and research tools. Comparable as UK IFA-targeted platform with overlapping customer base.
- Seccl: UK platform-as-a-service provider for wealth managers, advisers and fintechs, offering custody, trading and operational infrastructure. Comparable as UK-headquartered platform tech enabling advisers to scale operations.
- Moneyhub: UK financial data aggregation and personal finance management platform used by advisers and consumers for cash flow planning and financial wellbeing. Comparable in targeting UK advice firms with digital planning and consumer engagement tools.
- intelliflo: UK-based back-office and practice management platform for financial advisers, integrated with Dynamic Planner's open API. Directly comparable target customer base (UK IFAs) and complementary workflow coverage in the same advice-firm tech stack.
- Origo: UK financial services middleware and data exchange provider supporting pensions, platforms and advisers with integration and messaging infrastructure. Comparable as UK adviser-platform ecosystem enabler.
Emerging players
- Advicefront: Emerging UK digital advice platform providing risk profiling, suitability and back-office workflows for IFAs. Comparable as a UK-focused newer entrant competing for the same advice-firm digital tooling budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Dynamic Planner social profiles
Digital presenceDynamic Planner compliance and trust
Trust signalCompliance7 records
Dynamic Planner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dynamic Planner leadership team
Management profileNumber of profiles
Profiles8 records
Dynamic Planner funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dynamic Planner M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dynamic Planner
What does Dynamic Planner do?
Dynamic Planner provides an AI-powered digital advice platform that supports UK financial advisers and asset managers across the full advice journey — risk and sustainability profiling, cash flow modelling, suitability reporting, investment research, ongoing reviews, and consumer duty compliance. The platform is modular, configurable, and integrates with 26+ back-office and platform partners, complemented by a white-labelled client mobile app (Tram), an Open API, and the proprietary Financial Happiness Index. Revenue comes primarily from annual SaaS licences to advice firms and asset managers, supplemented by implementation, training, and consultancy services.
Is Dynamic Planner a public or private company?
Dynamic Planner is a private company. It is classified as private equity controlled and is currently operating.
When was Dynamic Planner founded?
Dynamic Planner was founded in 2003. It employs 51 to 100 people.
Where is Dynamic Planner based?
Dynamic Planner is headquartered in Reading, United Kingdom, in the Europe region.
How does Dynamic Planner make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are professional Services and data Insights and Analytics.
Who are Dynamic Planner's main competitors?
Broad incumbents on record are FNZ, GBST, SS&C Advent and Avaloq. Direct peers are Hubwise, Seccl, Moneyhub, intelliflo and Origo. Advicefront is listed as an emerging player.
Does Dynamic Planner have an API?
Yes. Dynamic Planner offers an Open API that enables read, write, and reactive capabilities for integrations. The platform provides an Open API Developer Portal for developers. The Authorised User Terms reference Dynamic Planner WealthConnect which provides electronic integrations to Product Providers and Partner Platforms. The API supports 26+ platform integrations. Developer documentation is at dynamicplanner.com/integrations/open-api-developer-portal.
What industry is Dynamic Planner in?
Dynamic Planner's product category is Financial Advice Software. Its primary akta.pro industry code is FSAEAAAK, Digital/Robo Financial Planning, with a secondary code of FSAGADAA, Budgeting & Cash-Flow Management. Its NAICS code is 523940 and its SIC code is 6282.