Brooks Financial Planning
Brooks Financial Planning Limited is a UK-based Senior Partner Practice of St. James's Place Wealth Management, providing face-to-face wealth management advice to individuals, families, and business owners from its Truro, Cornwall headquarters across specialist verticals including medical professionals, business owners, and high-net-worth clients.
- Company typePrivate
- Founded2008
- HeadquartersTruro, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Brooks Financial Planning does
Brooks Financial Planning Limited is a UK-based independent financial advisory firm founded in 2008 by Peter Brooks and headquartered in Truro, Cornwall. Operating as a Senior Partner Practice (Appointed Representative) of St. James's Place Wealth Management plc, the firm delivers holistic face-to-face wealth management advice to individuals, families, trustees, and businesses across the UK. Its client base is organised into defined verticals including medical professionals, business owners, City professionals, senior corporate executives, and private/HNW clients, with advisers conducting consultations at client homes, workplaces, or the Truro office.
The firm's product set is anchored on the SJP investment platform — encompassing the Polaris and InRetirement fund ranges, Investment Bonds, ISAs, Junior ISAs, Unit Trusts, and Self-Invested Pension Plans (SIPPs) — supplemented by an ecosystem of third-party partners covering mortgages, short-term lending via Metro Bank, cash aggregation via Flagstone, intergenerational healthcare cover via Western Provident Association, Jersey-based trustee services via Genus Trust, and estate administration via Kings Court Trust, Clarke Wilmott, and Pavilion Row. Underlying investment selection follows SJP's Select-Monitor-Change methodology applied to externally-sourced global fund managers.
The revenue model combines upfront tiered initial advice charges (3% on first £250,000, 2% on next £250,000, 1% above £500,000) with recurring ongoing fees comprising a 0.80% advice charge, product charges of 0.27-0.35%, and underlying fund charges of 0.09-0.69%. The firm is family-owned and currently operates with approximately 13 staff across adviser, paraplanner, operations, and client-relationship functions; new-client acquisition runs predominantly through referrals, private-client events with SJP fund managers, the firm's E-Briefing email programme, and digital content on brooksfinancialplanning.co.uk. The firm has accumulated sustained industry recognition, including Personal Finance Awards "Best Financial Adviser" for ten consecutive years through 2025 and City of London Wealth Management Company of the Year in multiple years.
Brooks Financial Planning firmographics
Firmographics- Name
- Brooks Financial Planning
- Legal name
- Brooks Financial Planning Limited
- Website
- https://brooksfinancialplanning.co.uk
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brooks Financial Planning Limited is a UK-based Senior Partner Practice of St. James's Place Wealth Management, providing face-to-face wealth management advice to individuals, families, and business owners from its Truro, Cornwall headquarters across specialist verticals including medical professionals, business owners, and high-net-worth clients.
- Ownership category
- akta.pro rank
Brooks Financial Planning industry classification
Industry- Product category
- Wealth Management & Financial Advisory
- NAICS
- Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Business Owner & Executive Financial Planning (FSAEAAAO), Estate & Legacy Planning Advisory (FSAEAAAG), Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Estate Planning & Trust Structuring Advisory (FSAEAKAC)
Keywords
Where Brooks Financial Planning is headquartered
LocationHeadquarters
- HQ city
- Truro
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Brooks Financial Planning business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Financial Advisory Fees: Brooks Financial Planning charges clients for financial advisory services through an initial advice charge (3% on first £250,000, 2% on next £250,000, 1% over £500,000) and ongoing annual advice charge (0.80% based on account value). These charges cover the financial advice and ongoing suitability reviews provided by their advisers.
- St. James's Place Product Distribution: As an Appointed Representative of St. James's Place, Brooks Financial Planning distributes SJP wealth management products including unit trusts, ISAs, pensions, investment bonds, and retirement solutions. Revenue is generated through product charges (0.27% for Unit Trust/ISAs, 0.35% for Pensions/Investment Bonds) and fund management charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | Initial Advice Charge - Tiered by investment amount |
| Subscription | Annual | Ongoing Advice Charge |
| Subscription | Annual | Ongoing Product Charge |
| Subscription | Annual | Fund Charges |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Brooks Financial Planning product offering
Product offeringCore offering
Brooks Financial Planning provides personalised face-to-face financial advisory services covering investment planning, retirement planning, protection planning, and corporate services. As an Appointed Representative of St. James's Place Wealth Management plc, the firm distributes SJP's wealth management products (ISAs, Unit Trusts, Investment Bonds, SIPPs, Polaris funds) alongside mortgages, estate administration, later life planning, and intergenerational wealth management solutions. The firm serves individuals, families, trustees, and businesses across the UK from its Truro, Cornwall headquarters.
Product overview
Brooks Financial Planning is a Senior Partner Practice of St. James's Place, providing comprehensive financial advisory services through a platform-plus-partner model. The firm offers investment planning products (St. James's Place ISA, Unit Trusts, Investment Bond, Junior ISA), retirement solutions (SIPPs, InRetirement funds), and protection products (life cover, critical illness, income protection). The core St. James's Place platform delivers Polaris and InRetirement fund ranges, discretionary stockbroking services, and offshore investments. Additional services include mortgages, estate administration, later life planning, and corporate services. The firm also provides access to specialist partners including Metro Bank for lending, Flagstone for cash management, and Genus Trust Company for trustee services. Brooks operates as an Appointed Representative of St. James's Place Wealth Management plc, which is authorised and regulated by the Financial Conduct Authority.
Differentiator
Problem solved
Functional benefit
Products and services
- St. James's Place Stocks & Shares ISA
- Unit Trusts
- St. James's Place Investment Bond
- Junior ISA
- Polaris Fund Range
- InRetirement Fund Range
- Self-Invested Pension Plans (SIPPs)
- Protection Planning Products
- Mortgages
- SJP Cash Deposit Service
- Inheritance Tax Planning
- Later Life Planning Scheme
- Professional Trustee Services
- Estate Administration Service
- Discretionary and Stockbroking Services
- Offshore Investments
- Family Healthcare Plan
- Corporate Services
- Face-to-Face Financial Advisory Service
Quantifiable outcome
- 28 client testimonials documenting positive experiences and successful financial outcomes
- +1 more outcomes
Companies that use Brooks Financial Planning
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Brooks Financial Planning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Brooks Financial Planning partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- St. James's Place Wealth Management plccoreBrooks Financial Planning Limited is an Appointed Representative of St. James's Place Wealth Management plc. The firm represents only SJP for advising on the Group's wealth management products and services. SJP provides the product range, investment management platform, back-office support, and award-winning brand that Brooks operates under.
- Kings Court TrustminorOne of three estate administration service providers selected by St. James's Place for commitment to client care and market leading services. Provides estate administration services including grant of probate, asset distribution, and tax matters.
- Clarke WilmottminorOne of three estate administration service providers selected by St. James's Place for commitment to client care and market leading services. Provides estate administration services including legal and financial affairs after death.
- Pavilion RowminorOne of three estate administration service providers selected by St. James's Place for commitment to client care and market leading services. Provides estate administration services.
- Genus Trust CompanyminorJersey-based trust company providing professional trustee services. Specialises in establishing lasting relationships and providing services that represent interests of beneficiaries. Regulated by Jersey Financial Services Commission.
- Metro BankminorMetro Bank works with St. James's Place to provide short-term lending facilities secured against investment portfolios, trust savings accounts, and the SJP Cash Deposit Service. Metro Bank provides the banking infrastructure for these services.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
Brooks Financial Planning competitors and assessment
Company assessmentDirect peers
- Killik & Co: Killik & Co is an independent UK financial advisory firm offering wealth planning, investment management, and tax planning for private clients across multiple UK offices. Directly comparable to Brooks on family/business-like positioning, holistic planning approach, and target HNW client base.
- Tatton Investment Management: Tatton Investment Management provides discretionary portfolio management and model portfolios to IFAs and their clients across the UK. Comparable as a UK investment-focused advisory business serving advised retail and HNW clients with recurring fee economics and platform-light delivery.
- Saunderson House: Saunderson House is a UK financial planning and wealth management firm focused on professionals, business owners, and retirees. Comparable to Brooks on target segments (especially business owners and senior professionals), holistic advice proposition, and recurring fee model.
- Tilney (now part of Evelyn Partners): Evelyn Partners is one of the UK's largest integrated wealth management and professional services firms offering financial planning, investment management, tax, and advisory services to private clients, families, and business owners. Directly comparable to Brooks on target market, holistic advice proposition, and recurring fee model.
- Charles Stanley: Charles Stanley is a UK wealth manager providing discretionary investment management, financial planning, and advisory services to private clients and intermediaries. Closely comparable to Brooks in target market (HNW individuals, professionals, business owners) and the relationship-led advice proposition.
Broad incumbents
- Rathbones Group: Rathbones is a UK-listed discretionary investment manager and wealth adviser serving private clients, charities, and intermediaries. Comparable on target market (HNW individuals and families) and on offering a relationship-led, fee-based investment and planning service, though at significantly greater scale.
- Schroders Personal Wealth: Schroders Personal Wealth is the UK retail wealth advisory joint venture of Schroders and Lloyds Banking Group, offering financial planning and investment services to mass-affluent and HNW clients. Comparable on holistic financial planning offering, ISAs, pensions, and protection products distributed through an advised model.
- Brewin Dolphin (RBC Wealth Management UK): Brewin Dolphin, now part of RBC, is a UK wealth manager with a national network of advisers serving private clients, professionals, and business owners. Comparable to Brooks on client mix, holistic planning service, and face-to-face advice model, but at much larger scale.
- Quilter plc: Quilter is a UK wealth manager with a network of financial advisers and a platform business serving retail and advised clients. Directly comparable through its advised channel offering holistic financial planning, ISAs, pensions, and protection products with recurring fee economics.
- St. James's Place Wealth Management: St. James's Place is the parent platform and brand under which Brooks operates as an Appointed Representative. It is the dominant UK wealth management network with a Partner Practice model of several hundred affiliated advisory firms, providing the investment products, fund ranges, and back-office infrastructure that Brooks distributes to clients.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Brooks Financial Planning social profiles
Digital presenceBrooks Financial Planning financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brooks Financial Planning leadership team
Management profileNumber of profiles
Profiles8 records
Brooks Financial Planning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brooks Financial Planning 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 Brooks Financial Planning
What does Brooks Financial Planning do?
Brooks Financial Planning provides personalised face-to-face financial advisory services covering investment planning, retirement planning, protection planning, and corporate services. As an Appointed Representative of St. James's Place Wealth Management plc, the firm distributes SJP's wealth management products (ISAs, Unit Trusts, Investment Bonds, SIPPs, Polaris funds) alongside mortgages, estate administration, later life planning, and intergenerational wealth management solutions. The firm serves individuals, families, trustees, and businesses across the UK from its Truro, Cornwall headquarters.
Is Brooks Financial Planning a public or private company?
Brooks Financial Planning is a private company. It is classified as family owned and is currently operating.
When was Brooks Financial Planning founded?
Brooks Financial Planning was founded in 2008. It employs 11 to 50 people.
Where is Brooks Financial Planning based?
Brooks Financial Planning is headquartered in Truro, United Kingdom, in the Europe region.
How does Brooks Financial Planning make money?
Two revenue lines are on record. Financial Advisory Fees are the primary driver. The others are st. James's Place Product Distribution.
Who are Brooks Financial Planning's main competitors?
Direct peers on record are Killik & Co, Tatton Investment Management, Saunderson House, Tilney (now part of Evelyn Partners) and Charles Stanley. Broad incumbents are Rathbones Group, Schroders Personal Wealth, Brewin Dolphin (RBC Wealth Management UK), Quilter plc and St. James's Place Wealth Management.
Does Brooks Financial Planning have an API?
No public API is recorded for Brooks Financial Planning.
What industry is Brooks Financial Planning in?
Brooks Financial Planning's product category is Wealth Management & Financial Advisory. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAEAAAO, Business Owner & Executive Financial Planning. Its NAICS code is 52394 and its SIC code is 6282.