Plus Group

What Plus Group does

Plus Group is a UK-based private professional services firm, legally Plus Partner Services Limited, headquartered in Preston, Lancashire, that delivers outsourced back-office support to financial advisers and adviser networks. The company offers six core service lines — paraplanning, administration, client servicing, LOA (Letter of Authority) chasing and checking, cashflow modelling, and social media management — delivered by diploma-qualified or chartered professionals with FCA compliance expertise. The firm operates under the adviser's brand for client-facing work, allowing practices to extend capacity without adding headcount. Plus Group claims to support 2,000+ advisers and process 20,000+ policies, with reported outcomes including 98% claim approval rates and 100% file quality for compliance reviews.

The company's product surface extends beyond pure services through three proprietary or partnered tools: Fluid, a real-time case management system providing advisers with milestone-level visibility into case progress; Halio, an AI-powered social media management platform that generates, schedules, and manages FCA-compliant content across LinkedIn, Facebook, and Instagram; and GoodStock, a sub-brand and partnership delivering specialist ESG and sustainable investing paraplanning. Plus Group holds formal channel partnerships with four major UK financial adviser networks — St. James's Place (SJP), Openwork, Quilter, and M&G — and has extended service delivery into SJP Asia and SJP Middle East, providing cross-border paraplanning and international LOA management.

The business model is professional services revenue, sold quote-by-quote through personalised onboarding and multi-year master agreements, with no publicly disclosed pricing tiers. The firm is founder-led by directors Mark Lamb and Scott Daniels, operates as an independent private company with no disclosed parent, institutional investor, or funding rounds, and holds a 2025 Cyber Essentials Plus certification from the NCSC. Customer acquisition combines direct B2B sales, network-level referrals, content marketing through industry publications (FT Adviser, Professional Adviser, Money Marketing), and a Zoho Bookings self-service funnel.

Name

Plus Group

Legal name

Plus Partner Services Limited

Website

https://www.plusgroup.org/

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Plus Group is a UK-based outsourced back-office support provider for financial advisers, delivering paraplanning, administration, client servicing, LOA support, cashflow modelling, and AI-powered social media management across the SJP, Openwork, Quilter, and M&G networks.

Ownership category

akta.pro rank

Product category

Financial Adviser Back-Office Support Services

NAICS

Business Service Centers (56143)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting) (BPAAAGAJ)

Keywords

• Financial paraplanning services
• Back office support
• Financial adviser outsourcing
• Compliance administration
• Cashflow modelling

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Paraplanning Services: Outsourced technical research and report writing support for financial advisers, including suitability report drafting, technical research, retirement projections, and compliance reviews. Delivered by diploma-qualified or chartered professionals.
2. Administration Support: Day-to-day financial services administration including client file management, new business processing, record updates, policy servicing. Can be provided on full-time, part-time, or flexible basis.
3. Client Servicing Support: Ongoing client relationship management including policy reviews, servicing requests, client queries, contact schedules, and opportunity flagging for advisers.
4. LOA (Letter of Authority) Support: LOA chasing and checking services managing provider communication, follow-ups, and data verification to reduce delays and improve turnaround times.
5. Cashflow Modelling: Detailed financial projections, scenario analysis, and client-ready visual outputs. Supports retirement planning and long-term financial decision-making.
6. Social Media Management (Halio): Social media content creation, scheduling, and management for financial advisers with built-in FCA compliance features.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Plus Group provides outsourced back-office support to UK financial advisers and IFA firms, including paraplanning, LOA chasing, client servicing, administration, cashflow modelling, and FCA-compliant social media management (Halio). Services are delivered by UK-based, diploma-qualified or chartered professionals who integrate with adviser networks including St. James's Place (SJP), Openwork, Quilter, and M&G. Plus Group also offers specialist ESG paraplanning support through its GoodStock community partnership.

Product overview

Plus Group is a back-office support platform for financial advisers offering six core services: Paraplanning, LOA Support, Client Servicing, Administration, Cashflow Modelling, and Social Media Management. The services are designed to work together as an integrated support offering, with Fluid providing the case management infrastructure and Halio powering the social media management capability. The company also operates a specialised ESG division through its GoodStock sub-brand, offering dedicated ESG paraplanning support. Services are available for advisers across multiple UK networks including SJP, Openwork, Quilter, and M&G, as well as for SJP Asia and Middle East advisers. The company is Cyber Essentials Plus certified and delivers all services through UK-based, FCA-compliant teams.

Differentiator

Problem solved

Functional benefit

Brands

• GoodStock: A community focused on the future of financial planning, bringing together professionals who care about sustainability, long-term impact, and the evolution of the financial advice profession. GoodStock provides specialist ESG and sustainable investing paraplanning support in partnership with Plus Group.
• Halio
• Fluid

Products and services

• Paraplanning Technical research and report-writing support for financial advisers, including drafting suitability reports, technical research, retirement projections, and compliance reviews. Delivered by diploma-qualified or chartered professionals.
• LOA Support Letter of Authority chasing and checking services that manage provider communication, follow-ups, and document verification to prevent delays in the advice process.
• Client Servicing Ongoing client relationship management support including policy reviews, servicing requests, client queries, contact schedules, and opportunity flagging for advisers.
• Administration Day-to-day back-office administrative support covering client file management, new business processing, record updates, policy servicing, and general administrative tasks.
• Cashflow Modelling Financial projection and scenario analysis services that build detailed cashflow forecasts, run stress-tests, and produce client-ready visual outputs for retirement and long-term planning.
• Social Media Management (Halio) AI-powered social media management tool designed for UK financial advisers that creates, schedules, and manages FCA-compliant content across LinkedIn, Facebook, and Instagram to build adviser visibility and credibility online.
• ESG Paraplanning Specialist paraplanning support tailored for ESG-focused advisers, capturing sustainability objectives, documenting fund rationale and ethical considerations, and producing client-ready reports that evidence suitability and Consumer Duty compliance.

Quantifiable outcome

• Advisers can save 10-15 hours per week
• +3 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• GoodStockcoreStrategic or Co-development PartnerGoodStock is a community focused on the future of financial planning, bringing together professionals who care about sustainability and long-term impact. Through this partnership, Plus Group provides dedicated ESG paraplanning support tailored to advisers specializing in sustainable investing. The collaboration bridges practice and policy in sustainability, helping advisers deliver compliant ESG-aligned advice.
• HaliocoreTechnology or IntegrationHalio is an AI-powered social media management platform designed specifically for UK financial advisers. Plus Group offers Halio services to help advisers create compliant content, schedule posts, and manage engagement while maintaining FCA financial promotions compliance. The platform creates a month's worth of content in under 30 minutes.
• Fluid (gofluid.org)coreTechnology or IntegrationFluid is a real-time case management system providing instant visibility into case progress. Plus Group clients access Fluid to monitor milestones, updates, and completions as they happen, providing full transparency without chasing for status updates.
• St. James's Place (SJP)flagshipChannel Partner/ Reseller/ DistributorSJP is a major UK financial adviser network with a significant adviser base. Plus Group provides dedicated paraplanning, administration, client servicing, LOA support, and social media services specifically tailored for SJP advisers and practices, including SJP Asia and Middle East operations.
• OpenworkcoreChannel Partner/ Reseller/ DistributorOpenwork is a leading UK financial adviser network. Plus Group offers specialised support services for Openwork advisers including paraplanning, administration, client servicing, LOA chasing, and social media management.
• QuiltercoreChannel Partner/ Reseller/ DistributorQuilter is a UK-based wealth management and financial planning network. Plus Group provides Quilter advisers with comprehensive back-office support including paraplanning, administration, client servicing, LOA support, and cashflow modelling services.
• M&GcoreChannel Partner/ Reseller/ DistributorM&G is a UK financial services network. Plus Group offers M&G advisers dedicated support services including paraplanning, administration, client servicing, LOA chasing, and social media management tailored to M&G processes and compliance requirements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Atomic: AI-powered content and social media platform built specifically for UK financial advisers, including FCA-compliant post generation. Direct overlap with Plus Group's Halio social-media service line.
• Para-Sols: UK outsourced paraplanning and back-office support firm serving IFAs across multiple networks. Closely comparable in service mix (suitability reports, technical research, administration) and target customer profile to Plus Group.
• Right Angle Paraplanning: UK paraplanning BPO offering report writing and technical research to IFAs. Comparable scale and customer segment to Plus Group, focused on the same outsourced-suitability-report workflow.
• Simply Paraplanning: UK paraplanning outsourcing provider offering suitability report drafting, technical research, and admin support to independent financial advisers. Direct competitor in the same mid-market IFA back-office niche.
• MoneyMate Paraplanning: UK firm providing outsourced paraplanning and back-office services to financial advisers and accountants. Overlaps with Plus Group on suitability report writing, retirement planning, and admin support.

Broad incumbents

• Intelliflo: Established UK provider of back-office and practice-management software for IFAs. Competes with Plus Group's Fluid case-management capability at the platform layer, though with a broader SaaS portfolio spanning the entire adviser workflow.
• Iress: Global financial-services software provider with a strong UK IFA workflow, advice, and back-office product suite. Adjacent incumbent that could disintermediate outsourced paraplanning via embedded AI-driven suitability tooling.
• Capita: Large UK-listed outsourcing and business services group with financial-services back-office and administration capabilities. Operates at much larger scale than Plus Group and offers comparable (though less niche) support to financial-services clients.

Emerging players

• Advice Cloud: UK technology platform targeting financial advisers with workflow, back-office, and lead-generation tooling. Emerging competitor whose productisation of adviser workflows overlaps with Plus Group's Fluid-style case management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/plus-group-paraplanning-support

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Plus Group