What Truly Independent does

Truly Independent is a privately held, for-profit financial advisory firm headquartered in Carlisle, United Kingdom, founded in 2009. The firm provides financial and advisory services across retirement planning, pensions, investments, mortgages, and tax planning, serving what is — based on the small employee count (11-50) and single-city footprint — most likely a local or regional base of individual retail clients and possibly small business owners in the North of England.

The firm's service offering is entirely human-led advisory work, with no indication of proprietary technology, digital platforms, or automated product features in the available data. The business model is consistent with that of a traditional UK independent financial adviser (IFA): revenue is typically generated through fees on advised assets, one-off advice charges, and/or commissions on recommended products. The firm's website (trulyifa.co.uk) returned only a loading/verification page during data collection, so no additional product, pricing, or operational detail could be confirmed.

The company is small by industry standards, operates exclusively from a single Carlisle location, and shows no disclosed investors, subsidiaries, M&A activity, leadership details, certifications, or strategic partnerships. This profile is consistent with a founder-led, owner-operated advisory practice rather than a scaled financial services platform, and no expansion, funding, or product launch signals are present in the input.

Name

Truly Independent

Website

https://trulyifa.co.uk

Company type

Private

Founded year

2009

Headcount range

51–100 employees

Short description

Truly Independent is a small, privately held UK financial advisory firm based in Carlisle, founded in 2009, offering retirement, pension, investment, mortgage, and tax planning services to individual and small-business clients.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

Keywords

• Financial advisory services
• Retirement planning
• Pension advisory
• Mortgage advisory
• Tax planning services

Headquarters

HQ city

Carlisle

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Core offering

Truly Independent provides financial and advisory services spanning retirement planning, pensions, investments, mortgages, and tax planning. The firm is based in Carlisle, United Kingdom, and serves clients through personalized financial guidance across these core areas. The company was founded in 2009 and operates with 11-50 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning
• Pension Advisory
• Investment Advisory
• Mortgage Advisory
• Tax Planning Services

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Direct peers

• Foster Denovo: UK national IFA and wealth management firm offering pensions, investments, mortgages, and tax planning. Closely comparable mid-market UK IFA peer with multi-product offerings similar to Truly Independent's stated services.
• Sanlam UK (Sanlam Wealth / Sanlam Investments): UK wealth management arm of Sanlam Limited offering independent advice, discretionary management, and retirement/pension planning. Comparable as a UK-based IFA-style wealth advisory competitor serving private clients.
• Evelyn Partners (formerly Tilney): UK wealth manager and professional services group offering financial planning, investment management, and tax advice. Directly comparable across the full service stack (retirement, pensions, investments, tax planning) cited in Truly Independent's description.
• Wren Sterling: UK national IFA firm providing pensions, investments, mortgages, and financial planning to individuals and businesses. Closely aligned with Truly Independent's product set and target customer segment of UK retail/HNW clients.
• AFH Financial Group: UK-listed national IFA consolidator providing wealth management, pensions, and mortgage services through an acquired adviser network. Comparable peer in UK retail financial advice with a multi-product proposition and active consolidation strategy.
• Rathbones Group: UK-listed discretionary investment manager and wealth adviser serving private clients, charities, and intermediaries. Comparable to Truly Independent in providing portfolio management and financial planning, though with materially greater AUM and a multi-office footprint.
• Chase de Vere: Long-established UK independent financial adviser providing pensions, investments, mortgages, and tax planning to private clients. Closely comparable as a similarly sized UK IFA with a multi-product service proposition.

Broad incumbents

• St. James's Place: Largest UK wealth manager with a national Partnership (adviser) network. Directly comparable as a UK IFA-style wealth advisory firm offering investments, pensions, and retirement planning, though significantly larger and operating a tied/restricted model rather than truly independent.
• Quilter: UK wealth management business with a national IFA network and platform. Comparable as a UK retail wealth and pension advisory group, though Quilter operates at much greater scale via its platform and restricted adviser network.

Emerging players

• EQ Investors: UK IFA offering investment management, financial planning, and tax advice with a specialism in sustainable/ESG investing. Comparable in service breadth and UK IFA positioning, though differentiated by ESG focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/trulyltd

Revenue estimate

Valuation estimate

Number of profiles

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 Truly Independent