P1 Investment Management

What P1 Investment Management does

P1 Investment Services Limited, operating primarily as P1 Investment Management, is a UK FCA-regulated (registration 752005) investment solutions firm headquartered in Exeter that serves independent financial advisers (IFAs), charities, and trusts. The company runs two complementary service lines: P1 Investment Management, which provides Defaqto-rated risk-rated model portfolios, bespoke mandated models, ethical investing, and specialist investment solutions; and P1 Investment Platform, a modern low-cost adviser platform built from scratch with digital onboarding, extensive reporting, and back-office integration, complemented by a companion iOS/Android mobile app. Headcount is 11-50 and AUM sits at £5bn, distributed across 100-160+ advice firms and 40,000-53,000+ end clients.

The firm operates a B2B2C go-to-market: it sells through UK adviser firms via a sales-led direct relationship motion, with advisers acting as the primary interface with end clients. Revenue is generated through recurring subscription-style fees — investment management fees on model portfolios/DFM mandates plus platform service fees for adviser firms. In November 2025 the company cut platform charges by 50%, an aggressive pricing move enabled by its no-legacy-systems architecture. The company is independent, employee-owned, and profitable with no private equity involvement, and pursues FCA-compliant distribution solely within the United Kingdom. Distribution leverage is built through content marketing (P1Pipeline newsletter, CIO-led webinars, investment commentary), industry award recognition (Defaqto Gold, Professional Adviser Awards nominations), and ecosystem commitments such as the FAIRR Initiative.

All evidence is grounded in the firm's own material; no third-party disclosures of revenue, valuation, or headcount trend were available.

Name

P1 Investment Management

Legal name

P1 Investment Services Limited

Website

https://p1-im.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

P1 Investment Services is a UK FCA-regulated, employee-owned firm providing risk-rated model portfolios and a proprietary low-cost adviser platform to 160+ UK advice firms and 53,000+ end clients, with £5bn AUM.

Ownership category

akta.pro rank

Product category

Discretionary Investment Management & Adviser Platform Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Discretionary fund management
• Model portfolio services
• Wealth management platform
• Adviser platform technology
• Ethical investment solutions

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Investment Management Fees: P1 Investment Management generates revenue by providing model portfolios and discretionary fund management services to adviser firms, charging fees for investment management.
2. Platform Service Fees: P1 Investment Platform charges adviser firms for access to the platform infrastructure including digital onboarding, reporting tools, and back-office integration. The company reduced platform charges by 50% in November 2025 to support advisers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

P1 Investment Services provides two complementary offerings to UK financial advisers: P1 Investment Management delivers award-winning, risk-rated model portfolios, bespoke mandated models, ethical investing, and specialist DFM solutions; P1 Investment Platform is a modern, low-cost adviser platform with digital onboarding, reporting tools, and back-office integration. The two services can be used independently or together.

Product overview

P1 Investment Services operates two distinct but complementary service lines. P1 Investment Management provides award-winning, risk-rated model portfolios, bespoke mandated models, ethical investing, and specialist solutions for over 160 advice firms. P1 Investment Platform is a modern, low-cost adviser platform built from scratch, serving 53,000+ end clients with digital onboarding, reporting tools and back-office integration. A companion mobile app (P1 App) is available on iOS and Android. Each service works independently, though advisers can use both together for greater efficiency and cost savings.

Differentiator

Problem solved

Functional benefit

Products and services

• P1 Investment Management Discretionary investment management service providing award-winning, Defaqto-rated model portfolios, bespoke mandated models, ethical investing, and specialist investment solutions for over 160 UK advice firms. Designed to be used by adviser firms either on the P1 Investment Platform or on third-party platforms.
• P1 Investment Platform Modern, low-cost adviser platform built from scratch specifically for UK IFAs, offering digital onboarding, extensive reporting tools, and back-office integration. Serves 53,000+ end clients and can be used independently of P1 Investment Management.
• P1 App Mobile application available on iOS and Android that allows advisers and end clients to access their P1 investment portfolios and reporting on mobile devices.

Quantifiable outcome

• £5bn AUM managed across the platform
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• FirenzecoreTechnology or Integration · 23 April 2026Firenze, a fintech platform providing credit infrastructure for wealth management, has partnered with P1 Investment Management. Firenze's platform partners with firms representing nearly £200 billion in AUM. P1 is listed as a partner firm on the Firenze platform, providing investment management services integrated with Firenze's credit infrastructure capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tatton Investment Management: UK DFM providing model portfolios and managed portfolio services to IFAs - closely mirrors P1's Investment Management service line.
• Transact (Integrated Financial Solutions Ltd): One of the largest UK wrap/adviser platforms, providing custody, trading and reporting infrastructure to IFAs - directly comparable to P1 Investment Platform.
• 7IM (Seven Investment Management): UK discretionary fund manager and platform offering model portfolios and adviser services - directly competes with both P1 IM and P1 Platform.
• AJ Bell Investcentre: UK adviser platform offering custody, dealing and reporting for IFAs and their clients, plus DFM services - overlaps with P1's full offering.
• True Potential Investments: UK tech-enabled platform and DFM serving advisers and retail investors via Lloyds and directly - competes for the same adviser relationships as P1.

Broad incumbents

• Aviva Adviser Platform: Large incumbent insurer-owned UK adviser platform with broad product range, competing for the same IFA firms as P1 but with much wider distribution and product depth.
• Quilter Investor Platform: Established UK wealth manager and platform serving advisers - broad incumbent with substantial AUM, offering both platform and DFM capabilities competing with P1.
• Brewin Dolphin (now part of RBC Wealth Management): UK wealth manager and DFM providing model portfolios and managed portfolio services to advisers - broader portfolio overlaps with P1's IM capabilities.

Emerging players

• Hubwise: Smaller UK adviser platform and DFM with model portfolios and platform services targeting IFAs - a narrower-scale direct competitor to P1.
• Fundment: Modern UK fintech platform providing white-label platform infrastructure for advisers and wealth managers - emerging competitor attacking the same legacy-platform pain point P1 addresses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=y7J1axZEHNE
• Xx.com/p1investment

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 P1 Investment Management