Finli
Finli is a UK private financial advice and wealth management consolidator delivering holistic financial planning — savings, pensions, retirement, estate planning, mortgages and protection — to individuals and families across England, Scotland and Wales, while actively acquiring IFA businesses through multiple FCA-authorized subsidiaries.
- Company typePrivate
- Founded1992
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Finli does
Finli Group Limited is a UK private financial advice and wealth management consolidator that delivers holistic financial planning to individuals and families across England, Scotland and Wales. The firm operates a sales-led go-to-market through a network of FCA-authorized Financial Planners and Mortgage Advisers, supported by a digital client portal (My Finli Portal) and the AJ Bell-powered Gale and Phillipson investment platform. Its core service offering spans four pillars: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection, with in-house investment management delivered through YOU Asset Management (described as award-winning with a 20-year track record) and platform services via YOUR Platform.
The business runs a parallel IFA acquisition program, using Share Purchase, Asset Purchase and Client Transfer structures to acquire and integrate Independent Financial Adviser practices, with valuation based on a multiple of recurring revenue and standard terms including 2-year acquisition periods and deferred consideration. Finli has executed in excess of 50 such acquisitions, leveraging a dedicated team led by Chief Acquisitions Officer James Bryce, Acquisitions Director Jon Barham, and Head of Acquisitions Katie Hawker. The group operates through multiple wholly-owned FCA-authorized subsidiaries (Finli (G&P) Ltd FCA 142752, Finli (Scotland) Ltd FCA 402458, Finli (FA92) Ltd FCA 195522, Finli (Thames Valley) Ltd FCA 564038, Finli (FLP) Ltd FCA 586744, plus Appointed Representative entities).
Revenue is generated primarily through recurring advisory fees on financial planning, investment management fees via YOU Asset Management, and mortgage/protection commissions. Pricing is quote-based and not publicly disclosed, with free initial consultations offered. Underlying technology is service-enablement rather than proprietary: the My Finli Portal, AJ Bell platform integration, Experian/Equifax identity verification, and AI-assisted meeting transcription/quality monitoring tools. Customer-facing distribution combines face-to-face consultations, digital self-service portals, and SEO/content marketing supported by a charity referral programme with Alzheimer's Society and Alzheimer Scotland.
Finli firmographics
Firmographics- Name
- Finli
- Legal name
- Finli Group Limited
- Website
- https://finli.co.uk
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Finli is a UK private financial advice and wealth management consolidator delivering holistic financial planning — savings, pensions, retirement, estate planning, mortgages and protection — to individuals and families across England, Scotland and Wales, while actively acquiring IFA businesses through multiple FCA-authorized subsidiaries.
- Ownership category
- akta.pro rank
Finli industry classification
Industry- Product category
- Financial Advisory and Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI), Net Worth & Personal Balance Sheet Tracking (FSAGADAF), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)
Keywords
Where Finli is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Finli business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Financial Planning Advisory Services: Finli generates revenue through fees for comprehensive financial planning services including investments, pensions, tax planning, mortgages, and estate planning. The company operates through FCA-authorized subsidiaries providing advisory services to UK clients.
- Acquisition of IFA Businesses: Finli acquires Independent Financial Adviser businesses through share purchase agreements, asset purchase agreements, or client transfer agreements. Valuation is based on a multiple of recurring revenue, with standard terms of 2-year acquisition periods and deferred consideration payments.
- Investment Management Services: Finli provides investment management through partnership with YOU Asset Management, an in-house award-winning investment business. Revenue is generated through investment selection and portfolio management services.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Finli product offering
Product offeringCore offering
Finli is a UK financial advice and wealth management business that delivers holistic financial planning to individuals and families across four core service lines: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection. Services are provided by expert Financial Planners and Mortgage Advisers through a national office network, supported by in-house investment management (YOU Asset Management) and digital client portals (My Finli Portal and the Gale and Phillipson AJ Bell platform).
Product overview
Finli is a national financial advice and wealth management business delivering holistic and hybrid advice to UK clients. The core offering consists of four main financial planning services: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection. These are delivered through a network of Financial Planners and Mortgage Advisers across England, Scotland, and Wales. The company operates digital client access through My Finli Portal (desktop and app) and the Gale and Phillipson Platform powered by AJ Bell. Investment management is provided in-house through YOU Asset Management, described as award-winning with 20 years of experience. Additionally, Finli operates a business acquisition program for financial advice businesses seeking exit, offering structured acquisition solutions.
Differentiator
Problem solved
Functional benefit
Brands
- YOU Asset Management: Award-winning independent in-house investment management firm with a 20-year track record, chosen as Finli's investment specialists.
Products and services
- Savings & Investments Financial planning service that helps UK clients make the most of their money and reach their financial goals through tailored investment strategies. Delivered to individuals and families by Finli Financial Planners.
- Retirement & Pensions
- Estate Planning
- Mortgages & Protection
- YOU Asset Management
- My Finli Portal
- Business Acquisition Services
Quantifiable outcome
- 97% of clients feel their financial planner understands them, their needs and what's important to them
- +4 more outcomes
Companies that use Finli
Customer profileSegments4 records
Ideal customer profiles3 records
Finli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature4 records
Finli partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Alzheimer's SocietycoreFinli has partnered with Alzheimer's Society as one of its primary charity partners. The partnership includes a Charity Referral Programme where Finli donates £100 to Alzheimer's Society when clients introduce someone who becomes a new client. The company also participates in the Finli Virtual Relay, a nationwide team challenge covering over 1,200 miles to raise awareness and support for those affected by dementia.
- Alzheimer ScotlandcoreFinli has partnered with Alzheimer Scotland as one of its primary charity partners. The partnership includes a Charity Referral Programme where Finli donates £100 to Alzheimer Scotland when clients introduce someone who becomes a new client, supporting vital services including practical advice, dementia advisers, research, and support for carers and families.
- YOU Asset ManagementcoreYOU Asset Management serves as Finli's in-house investment specialist partner, described as an award-winning investment business with a 20-year track record. Finli chose YOU Asset Management for independent investment selection to create the right blend of investments to achieve the best outcomes for clients. The Finli team monitors client progress and ensures they stay on track to achieve life goals.
- AJ BellcoreAJ Bell provides the platform technology for Finli's Gale and Phillipson investment platform, enabling clients to access and manage their investments through a professional online administration service.
- Dementia Friends (Alzheimer's Society Initiative)minorFinli supports Alzheimer's Society's Dementia Friends initiative, helping build greater understanding of dementia in communities. Finli colleagues can become Dementia Friends through short awareness sessions that provide insight into how dementia affects memory and thinking.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Finli competitors and assessment
Company assessmentBroad incumbents
- Brewin Dolphin (RBC Wealth Management UK): UK wealth manager offering investment management and financial planning to private clients, now part of RBC. Comparable in providing holistic financial planning, pensions, and investment services to UK individuals, though at a larger scale with discretionary mandate focus.
- Schroders Personal Wealth: Joint venture between Schroders and Lloyds Banking Group offering financial planning and investment management to UK mass-affluent clients. Comparable in holistic advice offering across investments, pensions, mortgages and protection, backed by institutional investment capability.
Direct peers
- Tatton Asset Management / Tatton IFA Group: UK-listed group providing model portfolios to IFAs alongside an IFA acquisition platform. Comparable as a parallel consolidator/partner in the UK IFA market with similar M&A pipeline and acquisition-led growth model.
- Ascot Lloyd: UK national IFA consolidator providing financial planning, investment, pension, mortgage and protection advice. Comparable in sales-led advice model, multi-office UK footprint, and active acquisition strategy targeting retiring IFA principals.
- Evelyn Partners: UK wealth management and professional services group formed from the merger of Tilney and Smith & Williamson. Comparable in offering financial planning, investment management, pensions, and estate planning services with a national adviser footprint.
- Rathbones Group: UK wealth manager offering investment management and financial planning services to individuals, charities, and trustees. Comparable in providing holistic financial planning, investment management, and pension/retirement services to UK mass-affluent and HNW clients.
- Quilter: UK-listed wealth manager providing advice, investment platforms, and financial planning through a network of financial advisers. Comparable in offering holistic financial planning, platform services, and adviser-distribution model across the UK.
- St. James's Place: Largest UK wealth manager with a national adviser network offering financial planning, investment management, and retirement products. Directly comparable in target client (mass-affluent UK individuals), advice-led model, and diversified product set including investments, pensions, and estate planning.
- AFH Financial Group (Aviva): UK IFA consolidator acquired by Aviva in 2023. Directly comparable as a roll-up acquirer of independent financial adviser businesses across the UK, pursuing a multi-entity growth strategy through IFA acquisitions — essentially the same playbook Finli is executing.
Others
- AJ Bell: UK investment platform provider that powers Finli's Gale and Phillipson platform. Comparable as an ecosystem participant — a critical infrastructure partner for Finli's investment servicing rather than a direct competitor, but a strategic dependency worth tracking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Finli social profiles
Digital presenceFinli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finli leadership team
Management profileNumber of profiles
Profiles10 records
Finli subsidiaries and ownership
Company hierarchySubsidiaries11 records
Finli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finli 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 Finli
What does Finli do?
Finli is a UK financial advice and wealth management business that delivers holistic financial planning to individuals and families across four core service lines: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection. Services are provided by expert Financial Planners and Mortgage Advisers through a national office network, supported by in-house investment management (YOU Asset Management) and digital client portals (My Finli Portal and the Gale and Phillipson AJ Bell platform).
Is Finli a public or private company?
Finli is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Finli founded?
Finli was founded in 1992. It employs 251 to 500 people.
Where is Finli based?
Finli is headquartered in London, United Kingdom, in the Europe region.
How does Finli make money?
Three revenue lines are on record. Financial Planning Advisory Services are the primary driver. The others are acquisition of IFA Businesses and investment Management Services.
Who are Finli's main competitors?
Broad incumbents on record are Brewin Dolphin (RBC Wealth Management UK) and Schroders Personal Wealth. Direct peers are Tatton Asset Management / Tatton IFA Group, Ascot Lloyd, Evelyn Partners, Rathbones Group, Quilter, St. James's Place and AFH Financial Group (Aviva). AJ Bell is listed as an others.
Does Finli have an API?
No public API is recorded for Finli.
What industry is Finli in?
Finli's product category is Financial Advisory and Wealth Management. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.