What First Wealth does

First Wealth (London) Limited is a London-based Chartered financial planning and wealth management firm founded in 2018 and operating from a Marylebone office. The firm serves more than 700 families across three primary client segments — high net worth individuals, entrepreneurs and business owners, and high-earning professionals — with a secondary practice serving sports and entertainment professionals. Structurally, First Wealth is an Appointed Representative of Best Practice IFA Group Limited (FCA ref 223112; First Wealth ref 813444), holds Chartered Financial Planning Firm status, and is a Certified B Corporation.

The firm's offerings are organized around five service pillars: Financial Planning (with interactive Cash Flow Modelling), Wealth Management (Investment Management, EIS/SEIS/VCT, Intergenerational Planning), Financial Coaching, Tax Planning (CGT/IHT), and Retirement Planning (Flexi Access Drawdown, Pension Annuities, SIPPs, SSAS). Investment management is anchored to an evidence-based, academic-research-driven methodology using globally diversified low-cost index funds spanning 14,000+ holdings, with factor tilts toward smaller capitalisation and value companies. Client engagements follow a proprietary Life Goals® process that identifies life objectives before constructing bespoke financial plans, supported by interactive cash flow modelling and open-banking-enabled expenditure tools. The First Wealth Private Office sub-brand provides a dedicated service tier for ultra-high-net-worth families with complex legacy and intergenerational planning needs.

Revenue is generated through bespoke, individually-quoted advisory fees on financial planning and wealth management engagements, billed annually. The firm operates a sales-led, direct advisory go-to-market model — prospective clients access discovery calls, video consultations, and face-to-face meetings in London — with no digital self-service, marketplace, or third-party channel distribution. Marketing is content-led across blog, video, podcasts, events, email, and Google reviews, targeting UK-based HNW consumers. Co-founders Anthony Villis (Managing Director) and Robert Caplan (Head of Private Office) lead an all-Chartered planner bench, with the firm having won multiple industry awards including Personal Finance Society Chartered Financial Planning Firm of the Year (2021), Financial Planning Firm of the Year (2022, 2025), and the Moneyfacts Award (2025).

Name

First Wealth

Legal name

First Wealth (London) Limited

Website

https://firstwealth.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

First Wealth is a London-based Chartered financial planning and wealth management firm serving over 700 high net worth families, entrepreneurs, professionals, and sports/entertainment clients through evidence-based investment management, financial coaching, and bespoke tax and retirement planning services.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industries

Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO) (FSABADAK), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Financial planning services
• Wealth management advisory
• Investment management
• Retirement planning
• Tax planning

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning and Wealth Management Advisory Fees: First Wealth generates revenue through advisory fees for financial planning and wealth management services. The firm provides ongoing financial planning, investment management, tax planning, retirement planning, and related services. Specific fee structures are not publicly disclosed and are quote-based, typically involving initial discovery meetings followed by personalized planning engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

First Wealth provides personalised financial planning and wealth management advisory services for high-net-worth individuals, entrepreneurs, and professionals in the UK. Its core offering integrates comprehensive financial planning, evidence-based investment management using low-cost global index funds, tax planning, retirement planning, and behavioral financial coaching, all delivered through dedicated Chartered Financial Planners.

Product overview

First Wealth is an award-winning financial planning and wealth management firm operating as a unified service model rather than a modular platform. The core offering centers on three main service pillars: Financial Planning (including Cash Flow Modelling), Wealth Management (covering Investment Management, EIS, SEIS, VCT, and Intergenerational Planning), and Financial Coaching. These are supported by specialized Tax Planning services (CGT and IHT Planning) and Retirement Planning (including Flexi Access Drawdown and Pension Annuities). The firm also operates a First Wealth Private Office for high-net-worth clients and serves specialized segments including entrepreneurs, professionals, and sports/entertainment clients. Services are delivered through evidence-based investment philosophy and behavioral coaching, with all offerings integrated into comprehensive financial plans tailored to individual client circumstances.

Differentiator

Problem solved

Functional benefit

Brands

• First Wealth Private Office: A bespoke financial planning service for high-net-worth families and business owners within First Wealth, led by Robert Caplan.

Products and services

• Financial Planning Disciplined, evidence-based approach to long-term investing combined with comprehensive financial planning to help clients achieve financial freedom by understanding their life goals and creating actionable plans. Designed for high-net-worth individuals, entrepreneurs, and professionals across the UK.
• Wealth Management Comprehensive wealth management combining financial planning, tax advice, and investment management for high-net-worth individuals, including ongoing support for annual allowances, pensions, and intergenerational wealth transfer.
• Financial Coaching Behavioural finance coaching service that helps clients understand their financial personality, set goals, and avoid common investment mistakes through ongoing support and guidance.
• Tax Planning Comprehensive tax planning service for high-net-worth individuals including analysis of tax positions, identification of efficiency opportunities, and regular legislative reviews to minimise tax liabilities.
• Retirement Planning Comprehensive retirement planning service using cashflow modelling to calculate retirement capital needs and create bespoke plans for achieving ideal retirement lifestyle.
• Investment Management Evidence-based investment management using academic research and low-cost index funds, with 14,000+ holdings across global equities and bonds, including ESG portfolio options. Portfolios incorporate factor tilts towards smaller capitalisation and value companies.
• Enterprise Investment Scheme (EIS) Tax-efficient investment product offering 30% income tax relief, capital gains tax deferral, and business property relief for investments in qualifying early-stage companies with growth potential.
• Seed Enterprise Investment Scheme (SEIS) Tax-efficient investment in early-stage UK startups offering 50% income tax relief, tax-free growth after three years, downside protection through loss relief, and 100% Inheritance Tax exemption after two years.
• Venture Capital Trust (VCT) Listed company investment vehicle providing exposure to smaller unquoted companies with 30% income tax relief, tax-free capital gains, and tax-free dividends for investments held at least five years.
• Intergenerational Wealth Planning Specialised planning service to help clients pass wealth to younger generations while minimising inheritance tax, including IHT exemptions, pension planning, and family investment strategies.
• Capital Gains Tax (CGT) Planning Strategic planning service to minimise Capital Gains Tax through tax-efficient wrappers, spousal transfers, annual allowance harvesting, loss offsetting, and reinvestment into schemes like EIS and SEIS.
• Inheritance Tax (IHT) Planning Proactive estate planning service to protect wealth and minimise inheritance tax through lifetime gifts, trusts, life insurance, and tax-efficient investments qualifying for Business Relief.
• Flexi Access Drawdown Pension drawdown product allowing flexible access to retirement savings from age 55 (57 from 2028), with 25% tax-free lump sum option and control over remaining fund investments.
• Pension Annuities Guaranteed lifetime income product purchased with pension pots, offering various types including lifetime, fixed-term, enhanced, investment-linked, and purchased life annuities.
• First Wealth Private Office Bespoke financial planning service for high-net-worth families and business owners within First Wealth, led by co-founder Robert Caplan, providing high-touch planning focused on navigating complex wealth and legacy structures.

Quantifiable outcome

• Model portfolios ranked in top 10% of ARC Private Client Indices
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Best Practice IFA Group LimitedcoreOthersFirst Wealth (London) Limited is an Appointed Representative of Best Practice IFA Group Limited, which is authorised and regulated by the Financial Conduct Authority (FCA registration number 223112). This is a regulatory relationship required for First Wealth to provide financial advice services in the UK.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• St. James's Place: UK's largest wealth management group with a partner-led advice model serving affluent and HNW clients with discretionary investment management and financial planning. Directly comparable on target market and Chartered-status wealth advisory, though operating at vastly greater scale than First Wealth.
• Quilter: Major UK wealth manager with a national IFA network serving affluent and HNW clients via financial advisers and platforms. Comparable on UK HNW advisory, platform-based wealth management and pension/SIPP offerings that overlap with First Wealth's product set.

Direct peers

• Rathbones Group: UK-listed wealth manager offering discretionary investment management and financial planning to HNW individuals, families, and charities. Overlaps directly with First Wealth on goals-based financial planning, evidence-based portfolio construction, and the HNW/professional client segment.
• Brewin Dolphin (now RBC Wealth Management UK): UK wealth manager providing discretionary investment management and financial planning to private clients, professionals and business owners. Strong overlap on entrepreneur and HNW advisory, advisory-led model, and Chartered-aligned wealth management ethos.
• Evelyn Partners (formerly Tilney / Smith & Williamson): UK private wealth manager offering financial planning, investment management and tax advice to HNW individuals and business owners, including post-exit planning. Comparable mid-market competitor with a similar advisory-led, London-anchored model.
• Cazenove Capital (part of Schroders): UK wealth manager focused on HNW families, entrepreneurs and charities with discretionary portfolio management and financial planning. Comparable on goals-based wealth advisory and the HNW/entrepreneur client persona.
• Brown Shipley: UK private wealth and investment manager providing discretionary portfolio management, financial planning and tax-efficient investing for HNW individuals and business owners. Overlaps with First Wealth on bespoke HNW advisory, evidence-based portfolios and entrepreneur-focused exit planning.
• Seven Investment Management (7IM): UK wealth manager offering discretionary investment management and financial planning to private clients and advisers, with multi-asset and index-based portfolio solutions. Comparable on evidence-based/Index-led portfolio philosophy and Chartered-style HNW advisory.
• Saunderson House: UK Chartered financial planning and investment management firm serving HNW individuals, families and business owners with bespoke advice, evidence-based portfolios and fee-based advisory. Closest direct competitor in terms of size, Chartered status and service model.

Emerging players

• Wired Planning (Wired Money): UK Chartered financial planning firm targeting HNW individuals, business owners and retirees with goals-based financial planning, evidence-based investment management and an emphasis on cash flow modelling. Comparable in methodology (Life Goals-style planning, evidence-based portfolios) and HNW persona.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FirstWealthLtd
• LinkedInlinkedin.com/company/firstwealthltd

Compliance4 records

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 First Wealth