AdviceObjects
AdviceObjects is a UK fintech that provides an all-in-one AI-enabled adviser CRM, financial planning, and compliance platform for FCA-regulated UK financial advice firms, consolidating CRM, cashflow planning, suitability reporting, and a white-labelled client portal into a single subscription SaaS.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AdviceObjects does
AdviceObjects, legally Wealth Objects Limited, is a UK-based fintech founded in 2020 that provides an all-in-one AI-enabled adviser CRM, financial planning, and compliance platform for FCA-regulated financial advice firms. The platform targets independent financial advisers (IFAs), wealth managers, and paraplanners across the UK and is designed to replace fragmented technology stacks by unifying client onboarding, fact-finds, CRM, risk profiling, cashflow and goal planning, suitability reporting, document storage, KYC/AML, e-signatures, communication, and client engagement into a single AWS-hosted environment. Core modules include A2Risk-integrated risk profiling (5/7/10 categories plus decumulation), B-Compliant-developed suitability report templates aligned to FCA Consumer Duty, KYC/AML via SmartSearch, DocuSign e-signatures, Outlook and Gmail email integration, Ipipeline SolutionBuilder protection quoting, and a white-labelled Client Portal with iOS/Android mobile app. The platform is built on WealthObjects technology, ISO 9001:2015 and ISO 27001:2022 certified, GDPR-compliant, and supported by a wholly-owned India-based development subsidiary. The company has been named in the Fintech Global WealthTech100 for seven consecutive years (through 2026) and became a CISI Financial Planning Supporter for 2025.
AdviceObjects firmographics
Firmographics- Name
- AdviceObjects
- Legal name
- Wealth Objects Limited
- Website
- https://adviceobjects.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdviceObjects is a UK fintech that provides an all-in-one AI-enabled adviser CRM, financial planning, and compliance platform for FCA-regulated UK financial advice firms, consolidating CRM, cashflow planning, suitability reporting, and a white-labelled client portal into a single subscription SaaS.
- Ownership category
- akta.pro rank
AdviceObjects industry classification
Industry- Product category
- WealthTech Practice Management Software
- NAICS
- Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Digital/Robo Financial Planning (FSAEAAAK)
- akta.pro secondary industry
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where AdviceObjects is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AdviceObjects business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Licensing (PRO Plan): Monthly subscription at £99 per month per user for CRM, Planning and Client Portal. Additional users at £99/month each. Includes unlimited clients, training and migration support. Billed monthly with VAT excluded.
- Subscription Licensing (PRO+AI Plan): Monthly subscription at £179 per month per user for existing PRO plan clients who want AI features. Additional users at £179/month each. AI features include capabilities across meetings, notes, emails and more.
- Custom/Bespoke Plans: Custom contracts for networks, international firms, and large enterprises. Includes bespoke pricing, custom user counts, custom implementations, hybrid digital advice solutions, and custom mobile app deployments for iOS and Android.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | PRO Plan: CRM, Planning & Client Portal at £99/month per user |
| Per seat | Monthly | PRO+AI Plan: Everything in PRO plus AI tools at £179/month per user (existing clients only) |
| Subscription | Multi-year contract | Custom Plan: Networks, International Firms - bespoke pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
AdviceObjects product offering
Product offeringCore offering
AdviceObjects provides an all-in-one AI-enabled adviser CRM, financial planning and compliance platform built for FCA-regulated UK financial advice firms. It consolidates client onboarding, fact finds, CRM, cashflow and goal planning, risk profiling, suitability reporting, document management, valuations, workflows and communication into a single cloud system, delivered with a white-labelled client portal and iOS/Android mobile app. The platform is offered as a per-seat monthly SaaS subscription (PRO at £99/user/month, PRO+AI at £179/user/month) with a bespoke Custom plan for networks and international firms.
Product overview
AdviceObjects is a modern all-in-one AI-enabled adviser CRM, financial planning and compliance platform built for FCA-regulated firms. The platform comprises a unified core system (AdviceObjects Platform) with integrated Firm/Adviser Portal for practice management and white-labelled Client Portal with mobile app. Key modules include Fact Finds, Risk Profiling (A2Risk integration), Cashflow Planning, Goal Planning, Suitability Reports (B-Compliant partnership), and document management. The platform integrates with major UK wealth management platforms for valuations and offers subscription tiers: PRO PLAN (£99/month) for CRM, Planning and Client Portal; PRO + AI PLAN (£179/month) adding AI capabilities; and CUSTOM PLAN for networks and international firms.
Differentiator
Problem solved
Functional benefit
Products and services
- AdviceObjects Platform Core SaaS platform consolidating CRM, financial planning, cashflow modelling, risk profiling, suitability reporting, document management, valuations, workflows and compliance for FCA-regulated UK financial advice firms.
- Firm/Adviser Portal Practice management portal for advisers, paraplanners, compliance and management, including client and practice management, plan valuations, income reconciliation, regulatory reporting, fee management, and user and security administration.
- Client Portal White-labelled client portal for financial advice firms, branded with the firm's logo, URL and identity, enabling clients to view documents, complete questionnaires, upload files, e-sign and access adviser-shared plans and reports.
- Client Portal Mobile App iOS and Android mobile application that lets clients of advice firms access the white-labelled Client Portal on mobile devices, included at no extra cost in all AdviceObjects subscriptions.
Quantifiable outcome
- Suitability reports produced in under 30 minutes through pre-populated templates
- +2 more outcomes
Companies that use AdviceObjects
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
AdviceObjects technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability5 records
Feature14 records
AdviceObjects partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- CISI (Chartered Institute for Securities & Investment)coreAdviceObjects is a CISI Financial Planning Supporter for 2025. The partnership focuses on advancing innovation, professional excellence, and client engagement in the financial advice industry. AdviceObjects hosts free CPD-approved AI webinars for CISI members and contributes to UK financial adviser development.
- WealthObjectscoreAdviceObjects is powered and operated using WealthObjects technology. The platform is developed and run by an in-house team leveraging WealthObjects' technology infrastructure. WealthObjects has been named in Fintech Global WealthTech100 for seven consecutive years across nine sub-sectors.
- B-CompliantcoreB-Compliant is a compliance specialist that developed suitability report templates in partnership with AdviceObjects. Templates include annual review letter, mortgage template, protection letter, target market and suitability guidelines for EIS/VCT and AIM/BPR higher-risk advice. Reports are designed to meet current and future regulatory requirements.
- A2RiskcoreA2Risk provides embedded risk profiling within AdviceObjects with 5, 7, or 10 risk category questionnaires for accumulation and a separate questionnaire for decumulation. Available as a free add-on integration.
- SmartSearchcoreSmartSearch integration enables KYC (Know Your Customer) and AML (Anti-Money Laundering) checks on individuals and businesses worldwide directly within the AdviceObjects platform. Available as a free integration.
- DocuSigncoreDocuSign integration allows API plan users to pull stored templates from DocuSign directly into AdviceObjects and send documents to clients for signature without leaving the platform. DocuSign API enables streamlined e-signature workflows. Available as a free integration.
- Microsoft (Outlook) & Google (Gmail)coreMicrosoft Outlook and Gmail integrations keep all client emails in one place within AdviceObjects. Emails are automatically organised and linked to the relevant client account, enhancing productivity and ensuring a complete client communication history. Available as a free integration.
- 25+ UK Wealth Management PlatformscoreAdviceObjects is integrated with 25+ UK wealth management platforms enabling automatic plan valuations within the platform. Platforms include Aberdeen, Aegon ARC/Retail, AJ Bell, Aviva, Fidelity, Fundment, GrowthInvest, Hubwise, LGT Wealth Management, LV, M&G Wealth, Nucleus, P1, Parmenion, Prudential, Quilter, Raymond James, Scottish Widows, Seven Investment Management, Transact, Wealthtime, and Whitman Asset Management. Available as a free add-on.
- SolutionBuilder (Ipipeline)coreSolutionBuilder by Ipipeline integration allows protection quote and apply functionality directly within AdviceObjects. Users connect their SolutionBuilder account once logged in and can access protection quotes immediately. Available as a free integration.
- Tech Stack LIVE (NextGen Planners)minorAdviceObjects exhibited at Tech Stack LIVE, a virtual summit for tomorrow's financial planning profession organised by NextGen Planners held on 15th March 2024. The event was free to attend for all UK financial advisers.
- FTRC (Financial Technology Research Centre)minorFTRC includes AdviceObjects in multiple sections of their Advice Tech Hub: Wealth Practice Management Systems, Client Portals, Financial Planning, Cash Flow and Retirement Planning. FTRC is a boutique fintech consultancy founded in 1995 focusing on technology in the financial advice market.
- The Verve FoundationminorAdviceObjects supports the 2024-2026 We Are Change programme by The Verve Foundation — a programme offering fully-funded financial qualifications and career opportunities in the financial advice industry.
- Professional Adviser (PA360 Conference)minorAdviceObjects participated in the panel 'Managing your tech needs' at the Professional Adviser 360 conference at The Brewery in London, an event focused on adviser technology expectations.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
AdviceObjects competitors and assessment
Company assessmentDirect peers
- Intelliflo: Intelliflo is a leading UK adviser back-office and practice-management platform serving IFAs and wealth managers with CRM, financial planning, and compliance tools — directly competing with AdviceObjects in the same product category and customer segment.
- Dynamic Planner: Dynamic Planner provides financial planning, cashflow modelling, and risk-profiling software to UK financial advisers and paraplanners, overlapping closely with AdviceObjects' planning and risk modules and serving the same FCA-regulated client base.
- CashCalc: CashCalc is a UK cashflow and lifestyle-statement planning tool built specifically for advisers and paraplanners, directly comparable to AdviceObjects' cashflow planning module in functionality and target user.
- Apronom: Apronom (formerly Time4Advice) delivers UK IFA back-office, CRM, and workflow software, competing with AdviceObjects head-to-head for FCA-regulated advice firms across single-adviser and mid-market segments.
- Distribution Technology: Distribution Technology supplies practice-management and back-office software to UK IFAs and networks, directly comparable to AdviceObjects on adviser CRM, workflows, and compliance reporting.
- Voyant (AssetBook): Voyant is a UK-based financial planning and cashflow modelling tool used by advisers and paraplanners, overlapping with AdviceObjects' planning and cashflow capabilities and competing in the same adviser-tech ecosystem.
- Iress (Xplan): Iress's Xplan platform provides CRM, financial planning, and practice-management software to UK and Australian advice firms, offering a comparable end-to-end adviser workflow product to AdviceObjects at greater enterprise scale.
- Abriska: Abriska provides UK financial adviser practice management, back-office, and client management software, directly comparable to AdviceObjects in targeting FCA-regulated IFA and wealth-management firms.
Emerging players
- FE fundinfo: FE fundinfo acquired CashCalc and continues to expand into adviser software, data, and analytics. As an adjacent WealthTech consolidator, it represents both a partner/competitor dynamic and a potential future strategic acquirer of platform assets like AdviceObjects.
Broad incumbents
- Salesforce Financial Services Cloud: Salesforce Financial Services Cloud is a broad enterprise CRM platform extended to wealth and advice firms. It does not specialise in UK adviser compliance but overlaps with AdviceObjects on CRM, client portal, and workflow functionality at much larger scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AdviceObjects social profiles
Digital presenceAdviceObjects compliance and trust
Trust signalCompliance4 records
AdviceObjects financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdviceObjects leadership team
Management profileNumber of profiles
Profiles1 record
AdviceObjects subsidiaries and ownership
Company hierarchySubsidiaries1 record
AdviceObjects funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdviceObjects 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 AdviceObjects
What does AdviceObjects do?
AdviceObjects provides an all-in-one AI-enabled adviser CRM, financial planning and compliance platform built for FCA-regulated UK financial advice firms. It consolidates client onboarding, fact finds, CRM, cashflow and goal planning, risk profiling, suitability reporting, document management, valuations, workflows and communication into a single cloud system, delivered with a white-labelled client portal and iOS/Android mobile app. The platform is offered as a per-seat monthly SaaS subscription (PRO at £99/user/month, PRO+AI at £179/user/month) with a bespoke Custom plan for networks and international firms.
Is AdviceObjects a public or private company?
AdviceObjects is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdviceObjects founded?
AdviceObjects was founded in 2020. It employs 11 to 50 people.
Where is AdviceObjects based?
AdviceObjects is headquartered in London, United Kingdom, in the Europe region.
How does AdviceObjects make money?
Three revenue lines are on record. Subscription Licensing (PRO Plan) is the primary driver. The others are subscription Licensing (PRO+AI Plan) and custom/Bespoke Plans.
Who are AdviceObjects's main competitors?
Direct peers on record are Intelliflo, Dynamic Planner, CashCalc, Apronom, Distribution Technology, Voyant (AssetBook), Iress (Xplan) and Abriska. FE fundinfo is listed as an emerging player. Salesforce Financial Services Cloud is listed as a broad incumbent.
Does AdviceObjects have an API?
No public API is recorded for AdviceObjects.
What industry is AdviceObjects in?
AdviceObjects's product category is WealthTech Practice Management Software. Its primary akta.pro industry code is FSAEAAAK, Digital/Robo Financial Planning, with a secondary code of HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 54151 and its SIC code is 7372.