Boolers

What Boolers does

Boolers is a UK firm of Chartered Financial Planners headquartered in Leicester (Enderby), operating since 1983 as David Booler & Co under a corporate partnership structure. The firm is authorised and regulated by the Financial Conduct Authority (FCA Register number 146287) and employs over 80 staff across specialised departments including Financial Planners, SIPP and SSAS scheme administration, Investment Management, Life & Pensions, Compliance, and Operations. Two related limited companies — David Booler SIPP Trustees Limited and David Booler Trustees Limited — provide trustee and scheme administration services. The firm is independently owned and run with no external parent or external funding.

Boolers provides a comprehensive financial planning service built around pension scheme advice (SIPP and SSAS, including commercial property purchase via pensions), wealth management (discretionary and advisory investment management with a £100,000 minimum for discretionary mandates), inheritance tax and trust planning, life assurance and group protection, workplace pensions, and defined benefit pension transfer advice. The in-house Investment Committee oversees proprietary Boolers Investment Funds (OEIC portfolios across Cautious, Balanced, and Adventurous risk profiles) and discretionary model portfolios. A Wealth Focus App provides clients with portfolio access. Services are delivered through face-to-face advisory consultations, supported by content marketing, an annual client conference, investment seminars, and a professional referral network with accountants and solicitors.

The firm serves UK-based high-net-worth individuals, business owners seeking tax-efficient pension structures (particularly SIPP/SSAS commercial property solutions), senior executives, individuals nearing or in retirement, and corporate/employer clients requiring workplace pensions and group protection. The business model is fee-based professional services revenue derived from advisory fees, recurring pension administration tariffs, and AUM-linked discretionary management fees. Pricing is quote-based with a free initial consultation and is not publicly disclosed. Geographic focus is the UK Midlands, with U.S. persons explicitly excluded from services.

Name

Boolers

Legal name

David Booler & Co

Website

https://boolers.co.uk/

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Boolers is a Leicester-based, FCA-regulated Chartered Financial Planning firm (est. 1983, 80+ staff) specialising in SIPP/SSAS pensions, discretionary investment management, and wealth advisory for UK business owners, senior executives, and HNW individuals.

Ownership category

akta.pro rank

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fee-based financial planning and advisory services for wealth management, retirement planning, pension advice (SIPP/SSAS), and investment management. Services include both advisory and discretionary portfolio management with minimum investment of £100,000 for discretionary service.
2. Investment Management: Discretionary and advisory investment management services with active portfolio management. Investment Committee oversees model portfolios including OEIC funds.
3. Pension Administration: SIPP and SSAS administration services with associated fee tariffs for scheme setup, management, and ongoing administration

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Boolers is a firm of Chartered Financial Planners that delivers face-to-face wealth management, pension scheme advice, and investment management services to individuals, business owners, senior executives, employers, pension schemes, trusts and charities. Its core offerings centre on SIPP (Self Invested Personal Pension) and SSAS (Small Self Administered Scheme) administration and advice, complemented by discretionary and advisory investment management, inheritance tax and trust planning, life assurance and group employee benefits. The firm manages proprietary Boolers Investment Funds (OEIC funds) and offers the Wealth Focus App for client access, with a minimum of £100,000 required for discretionary investment management.

Product overview

Boolers is a firm of Chartered Financial Planners offering a comprehensive financial planning and wealth management service. The core offering centers on pension products including SIPP (Self Invested Personal Pension) and SSAS (Small Self Administered Scheme) administration and advice, with specialized capabilities in commercial property purchases through pensions. Wealth Management services include both Discretionary Investment Management (with model portfolios across Cautious, Balanced, and Adventurous risk profiles) and Advisory Investment Services. Additional services encompass Inheritance Tax Planning, Trust Planning, Life Assurance & Protection, Group Employee Benefits (Life, Income and Health Protection), Workplace Pensions, and Defined Benefit Pension Transfer Advice. The firm manages proprietary Boolers Investment Funds (OEIC funds) and serves individuals, business owners, senior executives, and corporate clients.

Differentiator

Problem solved

Functional benefit

Brands

• Boolers SIPP Focus: Boolers' Self Invested Personal Pension service focusing on commercial property and bespoke pension solutions
• Boolers SSAS Focus
• Boolers Investment Funds
• Wealth Focus App

Products and services

• Wealth Management Comprehensive wealth management service providing investment management for individuals, companies, pension schemes (including SIPP and SSAS), and trusts, with both discretionary and advisory investment services.
• SIPP (Self Invested Personal Pension) Self Invested Personal Pension allowing clients to have control over their retirement investments, including commercial property purchases and bespoke advice options, with associated fee tariffs for scheme setup and ongoing administration.
• SSAS (Small Self Administered Scheme) Small Self Administered Scheme enabling business owners to pool assets with others for retirement savings, with lending facility options for property purchases and joint scheme administration by David Booler Trustees Limited.
• Pensions Full range of pension services including Personal Pensions, Pension Transfers, Income Drawdown, Annuity Options, Commercial Property investment, Lump Sum Allowance Advice, Annual Allowance Advice and Defined Benefit Pension Transfer Advice.
• Discretionary Investment Management Discretionary investment management service with model portfolios that are risk-rated, managed by an active Investment Committee aiming to outperform benchmarks, with a minimum investment of £100,000.
• Advisory Investment Services Advisory investment service providing guidance on investment decisions while clients retain final authority over transactions.
• Boolers Investment Funds Proprietary OEIC funds managed by Boolers' investment team, including Cautious, Balanced, and Adventurous risk-rated portfolios.
• Inheritance Tax Planning Planning services to help clients protect wealth from potential Inheritance Tax liability through various estate planning strategies.
• Trust Planning Trust creation and management services to help clients structure their wealth and provide for beneficiaries.
• Life Assurance and Protection Life assurance and protection products including Keyperson and Share Protection and Relevant Life Policies, providing financial security for families and businesses in the event of illness or death.
• Corporate Financial Planning Corporate financial planning services for employers including Group Life, Income and Health Protection (group life assurance, group income protection, group critical illness cover) and Workplace Pensions with automatic enrolment compliance.
• Defined Benefit Pension Transfer Advice Specialised advisory service for clients considering transferring out of defined benefit pension schemes.

Quantifiable outcome

• Clients have been with Boolers for 30+ years indicating high satisfaction and retention
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Pride Park Stadium (Derby County)minorStrategic or Co-development Partner · 5 February 2026Venue partner for Boolers Annual Client Conference 2026. Conference held at Pride Park Stadium, Derby, DE24 8XL.
• Hilton Hotel East MidlandsminorStrategic or Co-development Partner · 8 February 2024Venue partner for Boolers Investment Seminar 2024. The event was hosted at Hilton Hotel East Midlands - The Dales Suite, with parking provided on site and buffet lunch served.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mattioli Woods: UK-listed wealth and asset management firm with a strong focus on SIPP and SSAS pension administration and wealth management for HNW individuals and business owners. Directly comparable given overlapping SIPP/SSAS service offerings and similar target market; significantly larger scale (AIM-listed).
• Progeny: UK independent financial planning and wealth management firm serving business owners, senior executives and HNW families with integrated advice across pensions, investments, tax and protection. Comparable in client segments and holistic advisory approach; larger and PE-backed (Inflexion).
• Armstrong Watson: UK chartered accountancy and independent financial advisory firm providing financial planning, investment management and pension advice to SMEs, business owners and HNW individuals across northern England. Comparable in chartered status, business-owner focus and integrated advisory model.

Broad incumbents

• St. James's Place: Largest UK wealth manager operating a partnership model of chartered financial advisers serving HNW and mass-affluent clients with pensions, investments and protection. Comparable in target market and face-to-face advisory model; vastly larger AUM and adviser network.
• Quilter: UK-listed wealth manager offering financial advice, investment platforms and pension solutions through a national adviser network. Comparable in providing pension and investment solutions to HNW individuals; substantially larger and platform-centric versus Boolers' bespoke partnership model.
• Evelyn Partners: Large UK wealth management and professional services firm (formerly Smith & Williamson) serving private clients, businesses and pension schemes with investment management, financial planning and tax services. Comparable in serving HNW individuals with comprehensive financial planning including pensions.
• Tilney (Evelyn Partners): UK wealth manager offering financial planning, investment management and pension advice to private clients and intermediaries. Comparable in discretionary investment management and pension transfer services; larger national footprint.
• Rathbones Group: FTSE-listed UK wealth manager providing investment management, financial planning and tax services to individuals, trustees and charities. Comparable in discretionary investment management and serving HNW clients; much larger AUM scale.
• Brewin Dolphin (now RBC Wealth Management UK): Major UK wealth manager offering bespoke investment management and financial planning to private clients, charities and intermediaries. Comparable in serving HNW individuals with discretionary portfolios and pensions; now part of Royal Bank of Canada.
• Mazars Financial Planning: UK chartered financial planning arm of Mazars, providing wealth management, pension advice and investment management to HNW individuals and business owners. Comparable in target market and chartered status; larger and part of an international advisory network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BoolersNews
• YouTubeyoutube.com/channel/UCwj0o4yLbju-jd4k6wQu2zw
• Facebookfacebook.com/BoolersNews
• LinkedInlinkedin.com/company/boolers

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 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 Boolers