Name

Almond financial

Legal name

Almond Financial Ltd

Website

https://almondfinancial.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (52394), Mortgage and Nonmortgage Loan Brokers (52231), Finance and Insurance (52)

SIC

Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

akta.pro secondary industries

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), ESG/Sustainable Investment Advisory (FSAEAAAJ)

Keywords

• Financial advisory services
• Pension and investment advice
• Whole-of-market mortgages
• Retirement planning advice
• Wealth and estate planning

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees (Assets Under Management): Fees calculated as a percentage of assets under management, ranging from 0.6% to 1% depending on the service package and investment amount. For example, a £150,000 portfolio incurs a 1% annual fee of £1,500.
2. Mortgage Advisory Services: Whole-of-market mortgage advice services, comparing thousands of deals from multiple lenders to find suitable mortgage products for clients including first-time buyers, remortgagers, and buy-to-let investors.
3. Pension and Investment Advisory: Advisory services covering pensions, defined benefit transfers, investments, drawdown, annuities, and retirement planning. Revenue derived from ongoing advice relationships and one-time consultation fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Almond Financial is a UK financial advisory firm providing personalised, whole-of-market advice on pensions (including drawdown, annuities, and defined benefit transfers), investments, mortgages (first-time buyer, remortgage, buy-to-let), protection (life, critical illness, income protection), retirement planning, wealth management, and estate planning. Services are delivered by qualified financial advisors through consultative discovery, research, recommendation, and implementation, with ongoing annual reviews under percentage-of-AUM fee arrangements.

Product overview

Almond Financial is a Lincoln-based financial planning firm offering a unified advisory service centred on pensions, investments, and mortgages. The core offering spans pension advice (including drawdown and annuity options), defined benefit pension transfer advice, investment management with ethical options, financial planning, retirement planning, wealth management, estate planning, and whole-of-market mortgage and protection services. The product portfolio is structured around a single integrated advisory platform — not a SaaS product — delivering personalised face-to-face and digital advice through qualified financial advisors. Key named products and services include: Pension Advice, Pension Drawdown (with a calculator tool), Annuity Advice (multiple annuity types), Defined Benefit/Final Salary Pension Advice, Investments, Financial Planning, Retirement Planning, Wealth Management, Estate Planning, Mortgages (whole-of-market), First Time Buyer Mortgage, Remortgage Advice, Buy to Let Mortgage Advice, Mortgage Protection, Life Insurance Cover, Critical Illness Cover, Income Protection, and an Ongoing Financial Advice service. The firm is an appointed representative of Quilter Financial Services and uses industry-leading software for cash flow modelling and mortgage sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Pension Advice Personalised pension advice for individual clients covering pension planning, consolidation across multiple schemes, and management of personal, workplace, and private pensions.
• Pension Drawdown Advice Flexible pension drawdown advisory allowing retirees to withdraw funds from their pension pot while keeping the remainder invested, providing tailored income control in retirement.
• Annuity Advice Advisory service covering lifetime annuities, fixed-term annuities, enhanced annuities, joint-life annuities, escalating annuities, deferred annuities, and immediate needs annuities, providing guaranteed retirement income.
• Defined Benefit / Final Salary Pension Advice Specialist advice on defined benefit (final salary) pension schemes, including transfer analysis and regulatory compliance for transfers above £30,000.
• Investments Investment advisory covering portfolio construction, ethical/sustainable investments, regular reviews, and tax-efficient strategies for long-term wealth accumulation by individual clients.
• Financial Planning Comprehensive financial planning service for individuals including budgeting, investment strategy, retirement planning, estate planning, and wealth management, tailored to personal circumstances.
• Retirement Planning Retirement planning advisory for individuals incorporating ISAs, cash savings, annuities, property, dividends, and diversified investment strategies to achieve retirement income goals.
• Wealth Management Private wealth management service for high-net-worth individuals offering investment management, tax planning, trust and estate planning, and personal financial protection.
• Estate Planning Estate planning service for individuals covering inheritance tax planning, trust and asset protection, wills and succession planning, and lasting power of attorney.
• Mortgages Whole-of-market mortgage advisory for first-time buyers, home movers, remortgagers, and buy-to-let investors, with access to preferential lending rates across a wide range of lenders.
• First Time Buyer Mortgage Specialised mortgage advice for first-time buyers covering eligibility, deposit requirements, government schemes (First Homes, Lifetime ISA), and Stamp Duty considerations.
• Remortgage Advice Remortgage advisory comparing whole-of-market deals to secure better rates, lower interest, release capital, or switch lenders, including timing analysis up to six months before deal expiry.
• Buy to Let Mortgage Advice Buy-to-let mortgage advisory covering rental property financing, interest rates, portfolio landlord requirements, and lender criteria across the market.
• Mortgage Protection Mortgage protection advisory encompassing critical illness cover, life cover, and income protection to safeguard homeowners against unexpected events affecting mortgage repayment.
• Life Insurance Cover Life insurance advisory covering level term and decreasing term assurance, providing lump sum or regular income to protect families against death of the policyholder.
• Critical Illness Cover Critical illness cover advisory providing tax-free lump sum payouts upon diagnosis of serious illnesses such as cancer, heart attack, or stroke.
• Income Protection Advice Income protection insurance advisory providing regular payments to replace income during illness or injury, covering mortgage, bills, and living costs.
• Ongoing Financial Advice Ongoing advisory service for individual clients with annual reviews, portfolio monitoring, tax-efficiency optimisation, and regulatory updates, with fees ranging from 0.6% to 1% of assets under management.

Quantifiable outcome

• Over 5-year period, individuals receiving ongoing financial advice had pension pots worth on average 50% more than those who did not (research from ILC UK, 2017)

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Quilter Financial PlanningcoreStrategic or Co-development PartnerAlmond Financial Ltd is an appointed representative of Quilter Financial Services Limited, which is authorised and regulated by the Financial Conduct Authority (FCA). This partnership provides regulatory authorisation and oversight, with Almond operating under Quilter's FCA regulatory framework. Complaints are directed to Quilter Financial Planning Complaints Department.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rathbones Group: UK wealth manager offering investment management, financial planning, and tax services to private clients, charities, and trustees. Overlaps with Almond's pension, investment, and financial planning offerings for HNW individuals, though with a stronger discretionary investment management tilt.
• Tilney Smith & Williamson: UK financial planning and investment management firm offering pensions, retirement, and wealth advisory to individuals and families. Direct peer in target market (UK mass-affluent and HNW) with full financial planning capability, but materially larger and national.
• St. James's Place: One of the UK's largest wealth management and financial advice networks with an adviser-driven model offering investment, pension, and tax planning services. Direct comparison to Almond given same core segments (mass-affluent and HNW individuals) and adviser-led delivery, though at vastly larger scale and national footprint.
• Charles Stanley: UK wealth manager and investment advisory firm serving private clients with portfolio management, financial planning, and tax services. Comparable client segments and core service overlap (advisory, retirement, estate planning) to Almond, distinguished by larger scale and national reach.
• Brewin Dolphin: UK wealth manager providing discretionary investment management, financial planning, and retirement advice. Highly comparable service mix (pensions, drawdown, investments, financial planning) targeted at similar clientele, though operating as a national consolidator rather than a regional practice.
• Quilter (parent platform): UK wealth management business providing platform, investment solutions, and adviser support to appointed representatives including Almond. Comparable through shared adviser-distribution model and overlapping pension/investment product sets, but operating as an infrastructure provider rather than direct consumer advice.

Others

• P1 Investment Services: UK support services provider to financial advisers and mortgage brokers offering compliance, business development, and product solutions. Adjacent to Almond as a Quilter-style back-office provider and similar competitor for adviser representation, though not directly consumer-facing.
• Tatton Investment Management: UK provider of discretionary fund management and IFA support (model portfolios, platform, compliance services). Adjacent peer offering model-portfolio investment solutions that UK IFAs like Almond can either use or compete with for client outcomes.

Emerging players

• True Potential: UK technology-enabled financial adviser and platform provider using a partnered-adviser model with app-based engagement. Comparable as a competitor in the UK IFA space leveraging technology for mass-affluent advice; represents a tech-enabled hybrid model Almond may face as an emerging alternative.

Direct peers

• Fairstone: UK IFA consolidator that acquires and supports regional advisory firms while preserving local branding and adviser autonomy. Direct competitor for talent and clients in the regional IFA market, representing both a comparable small/mid-sized IFA model and a potential roll-up acquirer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AlmondFinancial
• YouTubeyoutube.com/@AlmondFinancial
• Facebookfacebook.com/almondfinancial
• LinkedInlinkedin.com/company/almond-financial-ltd
• Instagraminstagram.com/almondfinancial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Almond financial