Fogwill & Jones

What Fogwill & Jones does

Fogwill & Jones is an FCA-authorised independent financial advisory firm headquartered in Sheffield, United Kingdom, founded in 2000 by Colin Fogwill. The firm offers whole-of-market financial planning across savings and investments, pensions and retirement, tax planning, inheritance tax and trusts, protection (life, critical illness, income protection), responsible/ESG investing, later-life care advice, and business financial planning (including workplace pensions and group protection). Services are delivered through a structured six-step Financial Planning Journey by 13 named team members holding chartered and diploma-level qualifications, supported by an in-house Investment Committee, and channelled via face-to-face meetings at the Sheffield office plus remote (video, telephone, email) engagement across the UK.

Underlying technology is intentionally thin: the firm explicitly does not develop proprietary platforms and instead relies on third-party investment custodians/platforms (AJ Bell, Aviva, Fidelity, Fundment) to hold client assets and execute investments. A website-based suite of financial calculators, tax tables and downloadable PDF guides supplements client education, and an adjacent subsidiary, Fogwill & Jones Legal, extends the offering into legal/probate services.

The business model is fee-based advisory: fixed fees from £499 for defined advice needs, percentage-based fees of 1% to 2.75% on amounts invested for initial advice, ongoing advisory fees up to 1% annually of assets under management, and disclosed commission from third-party protection product providers. Customers are predominantly UK-based retail individuals segmented across lifecycle stages (Early Career, Mid-Life, Approaching Retirement, In Retirement, Later Life) plus a smaller business-owners segment requiring director, shareholder and employee-benefits planning. Customer acquisition is sales-led, driven by free initial consultations, referrals, content marketing and case-study evidence on the firm's website. The firm is privately held by the founder with no external venture, private equity or public ownership.

Name

Fogwill & Jones

Legal name

Fogwill & Jones Asset Management Ltd

Website

https://fogwillandjones.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Fogwill & Jones is an FCA-authorised, Sheffield-based independent financial advisory firm offering whole-of-market wealth, retirement, tax, IHT, protection, ESG and business financial planning to UK individuals and business owners, generating revenue via advisory fees and AUM-based percentages since 2000.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory & Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industry

ESG/Sustainable Investment Advisory (FSAEAAAJ)

Keywords

• Independent financial advice
• Wealth management advisory
• Retirement planning
• Inheritance tax planning
• Financial advisory

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fogwill & Jones generates revenue through advisory fees charged to clients for financial planning and wealth management services. The firm offers both one-time fixed fees for specific advice needs and percentage-based fees on assets under management for ongoing advisory relationships.
2. Commission from Protection Products: When arranging protection policies such as Life Insurance or Income Protection, the firm may receive commission from the product provider, which is disclosed transparently to clients before proceeding.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Fogwill & Jones is an independent financial advisory firm that delivers personalised, whole-of-market financial planning and wealth management advice to individuals and business owners in the UK. Its services span savings and investment advice, pension and retirement planning, tax planning, inheritance tax planning and trusts, protection planning, responsible (ESG) investing, later life care advice, and business financial planning. Advisory engagements follow a structured six-step process with ongoing reviews, and clients' investments are held on third-party platforms such as AJ Bell, Aviva, Fidelity, and Fundment.

Product overview

Fogwill & Jones is an independent financial planning and wealth management firm offering a unified advisory service across multiple interconnected disciplines. The core offering combines savings & investment advice, pension & retirement planning, tax planning, inheritance tax planning & trusts, protection planning, responsible investing, and later life care advice into an integrated financial planning approach. Additional services include business financial planning for business owners and protection & pensions for employees. The firm follows a structured six-step Financial Planning Journey process, supported by in-house investment management through their Investment Committee, and provides supplementary tools including financial calculators, tax tables, and downloadable publications. All services are delivered through independent financial advisers who provide truly unbiased recommendations across the whole market.

Differentiator

Problem solved

Functional benefit

Products and services

• Savings & Investment Advice Personalised investment strategy service that designs portfolios balancing risk and return aligned with individual goals and timeframes, including ongoing reviews and rebalancing. Targeted at UK individual clients and households seeking whole-of-market investment advice.
• Pension & Retirement Advice End-to-end retirement planning service covering pension building, consolidation, accessing pension benefits, cashflow modelling and sustainable income strategies. Targeted at UK individuals approaching or in retirement.
• Tax Planning Proactive tax planning service helping clients optimise allowances and reliefs, including ISA, pension and capital gains tax optimisation, to reduce overall tax liabilities. Targeted at UK individual clients and high earners seeking to minimise tax exposure.
• Inheritance Tax Planning & Trusts Estate planning service calculating inheritance tax exposure, setting up and managing trusts, and implementing strategies to pass on wealth efficiently. Targeted at UK individuals and families with estates requiring IHT mitigation.
• Protection Planning Financial safety net service arranging life insurance, critical illness cover, income protection and business protection solutions. Targeted at UK individuals, families and business owners seeking to protect income and dependents.
• Responsible Investing ESG-aligned investment portfolio service that considers environmental, social and governance factors while remaining focused on financial goals. Targeted at UK individual clients who want to invest in line with ethical and sustainability values.
• Later Life Care Advice Specialist advice service on care funding options, navigating benefits, property planning and Power of Attorney setup for later life. Targeted at UK individuals aged 70+ and their families planning for potential care needs.
• Business Financial Planning Strategic financial advice service for business owners covering director planning, employee benefits, key person protection and business investment planning, integrated with personal financial goals. Targeted at UK SME business owners and company directors.
• Protection & Pensions for Employees Employee benefits service setting up workplace pensions, group protection policies and ensuring compliance with auto-enrolment requirements for UK businesses. Targeted at UK employers seeking compliant, tax-efficient employee benefits.

Quantifiable outcome

• Reduced client tax liability by over £10,000 in first year (case study client)
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• LEBC Group: UK financial advisory and employee benefits firm providing retirement, investment, and protection advice to individuals and corporate clients. Overlaps with Fogwill & Jones' business-owner and employee-benefits segments.
• NorthStar Wealth Management: Independent UK wealth manager offering financial planning, investment management, and retirement advice to mass-affluent and HNW clients. Directly comparable independent-adviser proposition and segment coverage.
• Equilibrium Financial Planning: Mid-sized UK IFA offering whole-of-market financial planning, retirement, and investment advice to individuals and business owners. Comparable independent-firm structure, fee model, and client-segment focus to Fogwill & Jones.
• Vesta Wealth: UK-based independent wealth manager providing financial planning, investment management, and retirement advice. Comparable fee-based advisory model and target-client profile.
• Foster Denovo: UK independent financial adviser and wealth manager of broadly similar size offering holistic planning, investment management, and protection advice to mass-affluent and HNW clients across the UK. Closely comparable business model, fee structure, and target segments to Fogwill & Jones.

Broad incumbents

• Charles Stanley: Established UK wealth manager providing investment management, financial planning, and retirement advice to HNW and private clients. Comparable service breadth but materially larger scale and brand reach than Fogwill & Jones.
• St. James's Place: Largest UK wealth manager with a national adviser network offering investment, retirement, and tax planning to mass-affluent and HNW clients. Broad incumbent operating at much greater scale across the same client needs.
• Brooks Macdonald: UK wealth manager providing discretionary investment management and financial planning to HNW private clients. Overlaps directly with Fogwill & Jones' savings & investment and retirement services at national scale.
• Rathbones: Major UK-listed wealth manager offering investment management, financial planning, and trust services to private clients, intermediaries, and charities. Same product universe as Fogwill & Jones but at significantly larger scale.
• Evelyn Partners: Large UK wealth management and professional-services firm (formed from the merger of Tilney and Smith & Williamson) offering financial planning, investment management, tax, and estate services. Broad incumbent across all of Fogwill & Jones' core segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FogwillandJones

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Fogwill & Jones