Sterling & Law Group

What Sterling & Law Group does

Sterling & Law Group plc is a UK-based independent financial advisory firm operating a network of 20+ named IFAs across at least 12 English counties (London, Kent, Essex, Hampshire, Hertfordshire, Bedfordshire, Gloucestershire, Leicestershire, Surrey, Dorset, Middlesex, Bristol). The firm is authorised and regulated by the Financial Conduct Authority (Registration No: 216784) and is headquartered in the City of London (1 Royal Exchange / 110 Bishopsgate). The core offering is wealth management and financial planning delivered to individual clients and, to a lesser extent, small-business clients, covering pensions, retirement planning, savings and investments, inheritance tax and estate planning, equity release, school fees planning, ESG investing, private medical insurance, mortgage advice, protection cover, and corporate services such as auto-enrolment and company pension transfers.

The business runs on a human-adviser-led service model with no proprietary technology platform; instead, digital touchpoints (financial guides, calculators, market updates, Facebook/LinkedIn presence, and a web callback form) function as top-of-funnel acquisition tools that route prospects to geographically-assigned advisers. The commercial model is fee-based and recurring: initial financial plans are priced on a tiered percentage of invested assets (2% on the first £250,000, scaling down to 0.25% above £1 million), ongoing Wealth Building and Income Management services are charged at 0.75% on the first £250,000 of AUM, and ad-hoc generic advice is billed at £300 per hour. A complimentary initial consultation is offered.

The firm is privately held with no disclosed parent, institutional investors, or funding rounds; ownership is independent and revenue is not publicly disclosed. The founder and managing director is Akwasi Duodu. The headcount sits in the 11–50 range. There are no patents, no proprietary AI/ML capabilities, no mobile apps, and no public API surface, consistent with a regulated advisory services business rather than a technology company. Customer acquisition is sales-led, combining content marketing, organic search, referrals, and direct enquiries routed to advisers by county and specialty.

Name

Sterling & Law Group

Legal name

Sterling & Law Group plc

Website

https://sterlingandlaw.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Sterling & Law Group plc is a UK-based, FCA-regulated independent financial advisory firm that delivers wealth management, pensions, retirement, estate, and protection planning to individual and small-business clients through a network of 20+ advisers across 12+ English counties.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industry

Tax-Aware Investment Planning (FSAEAAAE)

Keywords

• Wealth management services
• Independent financial advice
• Retirement planning advice
• Inheritance tax planning
• Financial planning UK

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fees are calculated as a percentage of assets invested on a sliding scale. Initial financial plan creation is charged as a percentage of investment amount (£300 per hour for generic advice or reports where no investment product is set up). Ongoing advice and maintenance services are charged as a percentage of assets under management, with different levels of support available.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sterling & Law Group is a UK wealth management and financial advisory firm offering personalised financial planning services through a network of independent financial advisers. Its core offerings cover wealth management, pensions, savings and investments, retirement planning, inheritance tax planning, estate planning, equity release, mortgage advice, protection/insurance, and corporate financial services, with fees charged as a percentage of assets under management on a sliding scale.

Product overview

Sterling & Law Group is a financial advisory firm operating as a single integrated offering rather than a modular platform. The core service is wealth management and financial planning delivered through a network of independent financial advisers. The product portfolio spans multiple specialized advisory areas including pensions, retirement planning, investments, inheritance tax planning, estate planning, mortgage advice, protection/insurance, and corporate services. These services are delivered through named advisers located across the UK, supported by financial guides, calculators, and educational content. The firm charges fees based on a percentage of invested assets with tiered pricing (2% on first £250,000, reducing to 0.25% on amounts over £1 million) plus hourly rates for generic advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Comprehensive wealth management services focused on structuring, building, and preserving wealth for tax-optimized transfer to the next generation, delivered via the firm's network of independent financial advisers.
• Financial Planning Strategic approach to managing money, matching resources with goals to build a stable and fulfilling financial future, delivered by UK independent financial advisers.
• Savings and Investments Advice Investment advice covering diversified portfolios of equities, funds, property, bonds, and alternative assets for long-term wealth building.
• Pensions Advice Pension advice covering personal pensions, SIPPs, workplace pensions, and retirement planning with tax-efficient contribution strategies.
• Retirement Planning Planning for retirement income including annuities, drawdown options, and strategies for achieving financial independence.
• Inheritance Tax Planning Strategies to reduce or avoid inheritance tax including gifting, trusts, Business Property Relief, and estate planning.
• Estate Planning Management and transfer of wealth including wills, trusts, and structuring estates for efficient distribution.
• Equity Release Unlocking value from property assets for retirement income or financial needs while maintaining housing security.
• School Fees Planning Financial planning for education costs including saving strategies and investment approaches for future school fees.
• ESG Investing Ethical and socially responsible investment options focusing on environmental, social, and governance criteria.
• Private Medical Insurance Advice Advice on private medical insurance coverage for individuals and families.
• Mortgage Advice Independent mortgage broking services including residential mortgages and buy-to-let lending guidance.
• Protection Cover and Insurance Protection policies including life cover, critical illness cover, income protection, and mortgage protection.
• Corporate and Business Financial Services Financial services for businesses including auto enrolment, company pension transfers, key person insurance, and shareholder protection.
• Independent Financial Advisers (IFA) Network Network of IFAs providing face-to-face and remote financial advice across multiple UK counties, supporting the firm's wealth management and financial planning offering.
• Initial Financial Plan (Tiered Advisory Fee) One-off/initial advisory engagement with tiered pricing: 2% on first £250,000, 1% on next £250,000, 0.5% on next £500,000, 0.25% on remainder £1m+, plus an hourly £300 rate for generic advice or reports without investment-product setup.
• Ongoing Wealth Management Service (Annual Subscription) Recurring annual advisory and portfolio maintenance service (Wealth Building and Income Management tiers), charged as 0.75% on the first £250,000 with variable rates at higher tiers, providing ongoing advice and portfolio maintenance.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Financial Conduct Authority (FCA)coreOthersSterling & Law Group plc is authorised and regulated by the Financial Conduct Authority. FCA Registration No: 216784. The FCA provides regulatory oversight and consumer protection framework.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Rathbones: Long-established UK wealth and investment manager with discretionary and advisory services across portfolio management, tax, and estate planning — comparable full-stack offering targeting similar UK HNW clients.
• St. James's Place: UK's largest wealth management group with a partnership/adviser model and full wealth, pension, and investment services — comparable breadth of offering to Sterling & Law and a benchmark UK IFA-style network.
• Brewin Dolphin (now RBC Wealth Management UK): UK wealth manager with discretionary investment management, financial planning, and retirement/inheritance tax services across a UK-wide office network — comparable comprehensive proposition targeting similar clients.

Direct peers

• Ascot Lloyd: UK national IFA offering pensions, investments, inheritance tax, and protection through a network of advisers — closely comparable product breadth and client segmentation to Sterling & Law.
• Evelyn Partners (formerly Tilney): UK wealth management and professional services firm offering financial planning, investments, tax, and estate planning to HNW individuals — closely mirrors Sterling & Law's planning-led proposition.
• Wren Sterling: UK wealth management consolidator building an IFA network across the country with retirement, investment, and estate planning focus — a near-direct UK competitor and likely acquirer of smaller advice firms.
• Charles Stanley: UK wealth manager providing discretionary investment management and financial planning to private clients, with a network of advisers across the UK — directly comparable distribution and product set.
• Quilter: UK wealth manager with adviser network (Quilter Financial Planning) offering investments, pensions, inheritance tax, and protection — direct competitor for Sterling & Law's client base and product mix.

Emerging players

• True Potential: UK platform and wealth manager with a hub-and-spoke adviser model — comparable network distribution strategy and target mass-affluent segment, with stronger technology infrastructure.
• Schroders Personal Wealth: UK advice-led wealth manager joint venture providing financial planning and investment management to mass-affluent and HNW clients — directly competes for Sterling & Law's core customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sterlingandlaw
• LinkedInlinkedin.com/company/sterling-&-law-group-plc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sterling & Law Group