What Plannr Technologies does

Plannr Technologies Limited is a UK-based software company that builds a purpose-built customer relationship management (CRM) platform for financial advisers and advice firms in the United Kingdom. Founded in 2021 and headquartered in Waterlooville, Hampshire, the company operates on a private, product-led growth motion with sales-assisted support, serving independent financial advisers, wealth managers, and asset managers who need to consolidate client management, compliance tracking, document production, and provider integrations into a single cloud-based system. Its customers include named UK firms such as Annetts & Orchard, Ryedale Asset Management, Neligan Financial, and Crystal Wealth Management.

The Plannr CRM is delivered as a cloud-native, API-first platform with AES256 encryption, two-factor authentication, and GDPR-compliant data handling. The platform exposes a fully public API where every data point is accessible to integrators, supported by a developer experience that includes test sites and a private Slack channel. It integrates with more than 46 UK financial platforms across valuation feeds (7IM, Abrdn, Aegon, AJ Bell, Aviva, Fidelity, Quilter, Transact, Royal London, Scottish Widows, etc.), EDI remuneration feeds, suitability report tools (ATEB, Genovo, PPOL), financial planning tools (Defaqto Engage, Conquest Planning, Selectapension), identity verification (SmartSearch), and AI assistants (PlannerPal, Saturn AI). Adjacent features include a document builder with electronic signatures, online fact-finds, a form builder, a real-time income reconciliation engine, automation workflows, and a branded client portal.

Plannr monetizes primarily through per-employee SaaS subscriptions priced at £140/month + VAT for standard advice firms, with paraplanner and third-party contractor licenses offered free. Additional revenue comes from tiered onboarding services: a £299 Startr Pack, a £1,990+ Concierge Onboarding, and a £7,000 Discovery Package. In June 2023, Fintel Labs (the venture arm of UK fintech Fintel Plc) acquired a 25% equity stake and provided a short-term loan to fund growth and integration with Fintel's Defaqto Engage financial planning software. The company has since won Best in Show at the Empowering Advisers Through Technology (EATT) 2025 conference and serves a customer base of "hundreds of advisers" across the UK.

Name

Plannr Technologies

Legal name

Plannr Technologies Limited

Website

https://plannrcrm.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Plannr Technologies is a UK-based SaaS company offering an API-first, purpose-built CRM platform for financial advisers and advice firms, featuring 46+ provider integrations, document automation, and income reconciliation. It serves hundreds of UK advisers on a per-employee subscription model.

Ownership category

akta.pro rank

Product category

Financial Adviser CRM Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Success & Account Management CRM (HDAEAFAD)

akta.pro secondary industry

CRM Managed Services & Support (BPAEAGAD)

Keywords

• Financial adviser CRM
• Practice management software
• Advice firm automations
• Compliance workflow tools
• Wealth management integrations

Headquarters

HQ city

Waterlooville

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS CRM Subscription: Plannr generates revenue through recurring SaaS subscription fees charged to financial advisers and advice firms. The subscription model provides access to the CRM platform, including client management, automation features, integrations, and support. Pricing is tiered based on firm size or onboarding requirements, with monthly billing at £140 plus VAT for standard advice firm subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Plannr Technologies sells a SaaS CRM platform purpose-built for UK financial advisers, advice firms, and wealth managers. The core product combines contact management, case management, document generation with e-signature, an automation engine, real-time income reconciliation, online fact-finds, and a branded client portal. It is sold as a per-employee monthly subscription at £140 + VAT and includes access to 46+ integrations with UK pension, investment, and platform providers, supported by a public developer API and separately priced onboarding packages.

Product overview

Plannr Technologies offers a unified financial CRM platform for financial advisers, built with open API-first architecture. The core product is Plannr CRM, which serves as an all-in-one operating system for modern financial advice firms, combining contact management, case management, document generation, task management, workflows, and automations. The platform integrates valuation feeds from 23+ providers and EDI feeds from major insurers for income reconciliation. Add-on modules include the Automation Engine, Document Builder, Income Reconciliation, Form Builder, Fact Finds, and a Client Portal. Plannr also offers onboarding services (Startr Pack, Concierge Onboarding, Discovery Package) and a public Developer API for two-way integrations with third-party systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Plannr CRM Cloud-based, financial-adviser CRM platform offering contact management, case management, document generation, task management, workflows, automations, real-time income reconciliation, a branded client portal, provider valuation feeds, and reporting for UK IFAs and advice firms. Sold on a per-employee monthly subscription at £140 + VAT.
• Plannr Developer API Public, fully open REST API for the Plannr CRM that exposes every data entity to integrators, enabling two-way connections with third-party platforms; integrators receive their own Plannr test site and private Slack channel with Plannr's development team.
• Startr Pack (entry onboarding) Entry-level paid onboarding service at £299 + VAT that delivers a fully configured Plannr site (template documents, workflows, and automations ready for use), a 90-minute general overview training workshop, and a 30-minute sign-off call for small advice firms adopting Plannr CRM.
• Concierge Onboarding Premium onboarding service starting at £1,990 + VAT with a dedicated implementation specialist who sets up the Plannr site, builds settings and templates, and delivers bespoke training workshops using the firm's own client workflows and automations.
• Discovery Package (evaluation engagement) Evaluation package at £7,000 + VAT that provides 10 Plannr licences for 3 months, 30 hours of consulting time, 8 hours of data migration assistance, and unlimited access to group demonstrations for firms evaluating Plannr CRM.

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration46 records

AI capability3 records

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• HubSpot CRM: Generic horizontal CRM commonly considered by smaller adviser firms as a low-cost alternative to vertical platforms. Not financial-specialised but competes for the same CRM budget line.
• Salesforce Financial Services Cloud: Broad CRM incumbent with a Financial Services Cloud vertical offering targeting wealth and advisory firms. Competes for the same adviser buyers, though typically at enterprise scale with deeper horizontal functionality.
• Iress: Global financial services software provider with established UK mortgage and advice software offerings. Larger incumbent offering overlapping CRM-like and workflow capabilities to UK adviser firms, though not specialised exclusively in adviser CRM.

Direct peers

• Intelliflo: UK-based financial adviser back-office and CRM platform serving IFAs with workflow automation, provider integrations, and document management. Most direct UK competitor to Plannr with overlapping target market and feature set.
• Dynamic Planner: UK financial planning and risk profiling platform widely integrated with adviser CRMs. Targets the same UK adviser base and overlaps on planning workflow use cases that Plannr also supports via integrations.
• Mortgage Engine (Magenta): UK CRM and case management platform for mortgage brokers and advisers, offering similar provider feeds, workflow automation, and integrations into the same UK financial ecosystem. Closely comparable in feature scope and target market.
• Curo Solutions: UK financial intermediary CRM and back-office platform serving IFAs, mortgage brokers, and protection advisers. Operates in the same vertical with overlapping workflow automation and compliance functionality.

Emerging players

• Hubwise by SS&C: UK wealth platform combining custody, platform services, and back-office tooling for advisers. Competes with overlapping CRM-adjacent capabilities and serves a similar adviser customer base.
• Parmenion: UK investment platform offering adviser-facing technology and integrations. Operates in the same UK adviser ecosystem with overlapping customer base and roadmap toward integrated workflow tooling.

Others

• Fintel plc (Defaqto Engage): Strategic investor and parent of Defaqto Engage, which is bidirectionally integrated with Plannr. Acts as both ecosystem partner and adjacent provider of research and support services to UK advisers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/plannrcrm
• YouTubeyoutube.com/@plannrcrm
• LinkedInlinkedin.com/company/plannr-crm
• Instagraminstagram.com/teamplannr

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plannr Technologies