LIFT-Financial Group

What LIFT-Financial Group does

LIFT-Financial Group is a UK-based financial services company headquartered in Altrincham, founded in 2007, with 101-250 employees. The firm provides financial planning, mortgage, insurance, and financial education services. Aggregated source material indicates the firm operates across 15 UK offices, is regulated by the Financial Conduct Authority (FCA), and offers transparent fee structures with no publicly disclosed rate cards. The business is positioned as an integrated wealth management platform combining discretionary investment management with independent financial planning under a single roof.

The product and service footprint, as described in aggregated sources, spans discretionary investment management, specialist financial planning (Brooks Financial), specialist mortgage services (Brooks Mortgages), private and commercial insurance (Brooks Insurance), employee benefits advisory (Brooks Benefits), financial advice for personal injury and Court of Protection cases (Brooks Adroit), and financial planning for sports professionals (Brooks Sport), alongside dedicated charity and trustee services. Customer segments include high-net-worth individuals and families, business owners and entrepreneurs, charities and trustees, professional sportspeople, and professional advisers such as accountants and solicitors.

Revenue is generated through AUM-based fees on discretionary investment management, advisory fees on financial planning, transaction and commission revenue from insurance and mortgage placements, and professional services fees from employee benefits advisory. Go-to-market is consultative and advisory-led, relying on direct relationship managers, an independent financial adviser referral channel, content marketing (insights, market commentary, podcasts), and lifestyle-aligned sponsorships including BAFTA, Henley Royal Regatta, and Scone Palace Horse Trials. Note: the firmographic record for LIFT-Financial Group conflicts with detailed product and scale data referencing Brooks Macdonald (a separately founded, publicly listed London entity); the analysis above reflects the aggregate of all sources supplied.

Name

LIFT-Financial Group

Legal name

Brooks Macdonald Group plc

Website

https://lift-financial.com

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

LIFT-Financial Group is a UK-based, FCA-regulated financial services firm in Altrincham providing financial planning, mortgages, insurance, and financial education to individuals, families, and businesses, operating across 15 UK offices with 101-250 employees.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411), Loan Brokers (6163)

akta.pro primary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

akta.pro secondary industry

Large-Cap Equity (Active) (FSAAAIAA)

Keywords

• Wealth management services
• Financial planning advice
• Discretionary investment management
• Mortgage advisory services
• Insurance brokerage services

Headquarters

HQ city

Altrincham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wealth Management and Investment Management Services: Discretionary investment management fees typically charged as a percentage of assets under management (AUM). The company offers transparent fees with no hidden costs, serving individuals, families, businesses and charities across the UK.
2. Financial Planning and Advisory Services: Independent financial planning services including retirement planning, pensions, income protection, tax planning, and estate planning. Revenue generated through advisory fees.
3. Insurance and Protection Products: Private and commercial insurance products through Brooks Insurance team. Commission-based revenue from insurance product placements.
4. Mortgage Advisory Services: Specialist mortgage services for high-value loans, second homes, buy-to-lets and complex income structures through Brooks Mortgages.
5. Employee Benefits Services: Brooks Benefits provides employee benefits advisory services to businesses, managing pension schemes and other employee benefit offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

LIFT-Financial Group provides integrated wealth management through discretionary investment management and independent financial planning, supported by specialist teams delivering private and commercial insurance, high-value mortgage advice, employee benefits advisory, charity investment services, and Court of Protection/Personal Injury financial advice. The firm also delivers financial education content and market commentary, with all services delivered via dedicated in-house teams across 15 UK offices and FCA-regulated entities.

Product overview

Brooks Macdonald operates as an integrated wealth management platform that combines discretionary investment management and independent financial planning under one roof. The portfolio includes Brooks Financial for financial planning, Investment Management for portfolio management, Brooks Insurance for personal and commercial coverage, Brooks Mortgages for specialist lending, Brooks Benefits for employee benefits advisory, Brooks Adroit for Personal Injury and Court of Protection cases, Brooks Sport for professional athletes, and dedicated Charity Services. The platform serves individuals, families, business owners, charities, trustees, sports professionals, and professional advisers across 15 UK offices.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Advice and Planning Specialist financial planning service that creates personalised financial plans covering income management, wealth growth, retirement planning, pensions, and family financial security for individuals and families.
• Investment Management Discretionary investment management service building and managing portfolios tailored to client goals, with transparent fees, rigorous risk management, and clear performance reporting.
• Private and Commercial Insurance Specialist insurance service working with personal and commercial clients to source appropriate coverage at competitive prices.
• Mortgages Specialist mortgage service assisting with high-value loans, second homes, buy-to-let properties, and complex income structures.
• Employee Benefits Advice Employee benefits advisory service acting as a dedicated benefits department to help businesses attract and retain talent through comprehensive employee benefits management.
• Charity Services Specialist investment management and financial planning service for charities, with expertise in charity regulation, trustee obligations, and Trustee Act 2000 requirements.
• Court of Protection and Personal Injury Advisory Specialist independent financial advisory service for individuals and trustees in Personal Injury and Court of Protection cases, working with solicitors and legal teams.
• Sports Professional Services Specialist financial planning and wealth management service for professional athletes, covering income protection, tax planning, and long-term financial security.
• Financial Education and Market Commentary Insights, market commentary, podcasts, and educational resources supporting clients' financial decision-making and the firm's content marketing.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• BAFTAminorGTM or Marketing PartnerBrooks Macdonald sponsors BAFTA as part of their partnerships and sponsorships strategy to reach affluent audiences and build brand visibility in cultural and entertainment sectors.
• Henley Royal RegattaminorGTM or Marketing PartnerSponsorship partnership with Henley Royal Regatta, a prestigious rowing event, as part of Brooks Macdonald's community engagement and brand building activities.
• Scone Palace Horse TrialsminorGTM or Marketing PartnerPartnership with Scone Palace Horse Trials, supporting equestrian sports as part of Brooks Macdonald's local community engagement strategy.
• Financial AdviserscoreChannel Partner/ Reseller/ DistributorBrooks Macdonald partners with independent financial advisers who refer clients for investment management services. The company provides dedicated adviser resources and a professional partnership program where advisers can focus on financial planning while Brooks Macdonald handles investment management.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• St. James's Place: One of the UK's largest wealth management groups, offering integrated advice, investment management, and tax/estate planning to HNW individuals through a national adviser network. Directly comparable to Brooks Macdonald in business model, target segment, and UK distribution footprint.
• Rathbones Group: UK-listed discretionary investment manager and wealth planner serving private clients, charities, and intermediaries. Closely comparable to Brooks Macdonald given shared emphasis on discretionary portfolio management, charity sector expertise, and IFA referrals.
• Quilter: UK wealth management business combining advised platforms, discretionary management, and financial planning for affluent and HNW clients. Comparable on integrated wealth proposition, UK regulatory status, and platform/adviser distribution model.
• Brewin Dolphin (acquired by RBC): UK discretionary wealth manager serving HNW individuals, charities, and intermediaries with an investment-led proposition. Direct competitor in discretionary portfolio management and charity-sector investment services.
• Evelyn Partners: UK wealth management and professional services group offering financial planning, investment management, and tax/accountancy advisory. Overlaps with Brooks Macdonald on integrated advice, charity expertise, and HNW targeting.
• Cazenove (part of Schroders Wealth): UK wealth manager serving HNW clients and charities with discretionary investment management and financial planning. Comparable segment mix, including charities and trustees, and investment-led value proposition.
• Tilney Smith Williamson (now Evelyn Partners): UK wealth manager providing investment management and financial planning for HNW clients, with strong regional office presence. Comparable geographic coverage, advisory model, and discretionary management services.
• 7IM (Seven Investment Management): UK wealth manager providing discretionary and advised investment management for private clients, advisers, and institutions. Comparable in multi-channel UK distribution (direct, advised, IFA) and managed portfolio services.

Broad incumbents

• Coutts: UK private banking and wealth management brand serving UHNW and HNW clients within a broader banking group. Comparable HNW/UHNW client targeting and integrated wealth proposition, though it operates as part of a larger banking institution.

Emerging players

• Interactive Investor: UK digital investment platform serving self-directed and advised retail wealth clients. Comparable as a UK investment/wealth provider but operates a low-cost, tech-led model that contrasts with Brooks Macdonald's traditional advisory-led offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LIFTFinancial
• Facebookfacebook.com/LIFTFinancial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 LIFT-Financial Group