Pure Financial Services
Pure Financial Services (trading as Finli) is a UK FCA-regulated independent financial advisory firm serving individuals, families, corporate clients, and high-net-worth individuals through 40+ financial planners across multiple regional offices, offering savings, pensions, estate, mortgage, and protection advice.
- Company typePrivate
- Founded2004
- HeadquartersOssett, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Pure Financial Services does
Pure Financial Services, doing business as Finli, is a UK-based independent financial advisory firm headquartered in Ossett/Wakefield with a registered head office in Milton Keynes and a Scottish office in Glasgow. Founded in 2004, the firm operates a hub-and-spoke regulatory model under which the principal FCA-authorised entity Finli (G&P) Ltd (FCA No 142752) oversees multiple subsidiary entities and Appointed Representatives spanning Yorkshire, Thames Valley, Scotland, and Orkney. The firm employs 40+ financial planners and advisers, including multiple Chartered Financial Planners with two-to-three decades of industry tenure.
The firm's core offering comprises five integrated service lines: Savings & Investments, Financial Planning (with cashflow modelling), Retirement & Pensions, Estate Planning, and Mortgages & Protection. A digital Client Portal complements the in-person advisory experience. Services are delivered through face-to-face consultations at regional offices, targeting individuals and families as the primary segment, with additional reach into corporate clients and high-net-worth individuals. Revenue is generated through fee-based advisory services across the five product lines, with pricing not publicly disclosed and contracts scoped per client need.
The go-to-market is sales-led and relationship-driven, supported by Chartered planner expertise, ongoing reviews, and an active multi-channel digital presence on LinkedIn, Instagram, Facebook, TikTok, and email newsletters under the Finli brand. The firm has built scale through acquisition of adviser books and small IFA practices, evidenced by a dedicated Regional Acquisitions Director and a proliferation of FCA Appointed Representative entities. No proprietary technology, AI capabilities, patents, external funding, or strategic partnerships are disclosed in the source material.
Pure Financial Services firmographics
Firmographics- Name
- Pure Financial Services
- Legal name
- Finli (G&P) Ltd
- Website
- https://purefs.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure Financial Services (trading as Finli) is a UK FCA-regulated independent financial advisory firm serving individuals, families, corporate clients, and high-net-worth individuals through 40+ financial planners across multiple regional offices, offering savings, pensions, estate, mortgage, and protection advice.
- Ownership category
- akta.pro rank
Pure Financial Services industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
Keywords
Where Pure Financial Services is headquartered
LocationHeadquarters
- HQ city
- Ossett
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Pure Financial Services 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 Services: Fee-based financial planning and advisory services for individuals, families, and corporate clients. Services include savings and investments, retirement and pensions, estate planning, and mortgages and protection. Revenue generated through advisory fees for personalised financial planning services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Pure Financial Services product offering
Product offeringCore offering
Pure Financial Services (operating as Finli) is a UK-based financial advisory firm that delivers holistic financial planning through five integrated service lines: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection. The firm also offers general financial planning incorporating cashflow modelling. Services are provided to individuals, families, corporate clients, and high-net-worth individuals via a network of regional offices staffed by qualified financial planners and Chartered Financial Planners.
Product overview
Finli is a financial advisory firm offering a unified suite of financial planning services delivered through a network of regional financial planners. The core offering consists of five integrated service lines: Savings & Investments, Financial Planning, Retirement & Pensions, Estate Planning, and Mortgages & Protection. These services are complemented by a digital Client Portal. The firm serves individuals, families, and businesses across the UK, including high-net-worth clients, with planning that incorporates cashflow modelling for personalised long-term financial strategies.
Differentiator
Problem solved
Functional benefit
Companies that use Pure Financial Services
Customer profileSegments3 records
Ideal customer profiles3 records
Pure Financial Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pure Financial Services partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights6 records
Pure Financial Services competitors and assessment
Company assessmentDirect peers
- Rathbones Group: UK-listed wealth manager providing investment management, financial planning, and advice to individuals, charities, and trustees. Comparable as a UK-focused advisory firm with strong HNW and intermediated client segments.
- Evelyn Partners: UK wealth management and professional services firm (formerly Tilney Smith & Williamson) offering financial planning, investment management, and tax advisory. Comparable as a multi-office UK advisory firm serving HNW individuals and families.
- Sanlam UK: UK wealth management arm of Sanlam Limited offering financial planning, investments, retirement, and estate planning through adviser networks. Comparable as a multi-entity UK advisory firm with HNW and mass-affluent segmentation.
- True Potential: UK wealth manager and IFA network using a technology-enabled advice model (impulseSave, etc.). Comparable as a UK advisory platform targeting mass-affluent and emerging-wealth clients, though with a stronger technology overlay.
- Foster Denovo: UK IFA and wealth management firm operating through multiple subsidiary entities with a hub-and-spoke regulatory model. Highly comparable as a multi-entity UK advisory platform serving individuals and corporate clients.
- Ascot Lloyd: UK financial adviser operating a multi-entity model serving individuals and businesses across financial planning, investments, retirement, and estate planning. Closely comparable in size, structure, and service mix to Pure Financial Services.
Broad incumbents
- Hargreaves Lansdown: UK's largest direct-to-consumer investment platform offering funds, shares, pensions, and financial advice. Comparable in targeting UK retail investors and HNW, but operates a primarily digital/self-directed model versus Pure Financial Services' face-to-face advice.
- RBC Brewin Dolphin: UK wealth manager (RBC subsidiary) providing investment management and financial planning to individuals, charities, and intermediaries. Comparable as a UK-focused advisory firm, though materially larger and part of a global banking group.
- Quilter: Listed UK wealth manager offering financial advice, investments, and retirement products through a network of advisers. Directly comparable as a multi-entity UK IFA platform, though larger scale and broader product set including platform technology.
- St. James's Place: UK's largest wealth manager with a partner-adviser distribution model serving individuals and HNW clients across savings, investments, retirement, and estate planning. Comparable as a UK face-to-face advisory platform, but operates at much larger scale with publicly listed parent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Financial Services social profiles
Digital presencePure Financial Services compliance and trust
Trust signalCompliance1 record
Pure Financial Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Financial Services leadership team
Management profileNumber of profiles
Profiles38 records
Pure Financial Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Financial Services 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 Pure Financial Services
What does Pure Financial Services do?
Pure Financial Services (operating as Finli) is a UK-based financial advisory firm that delivers holistic financial planning through five integrated service lines: Savings & Investments, Retirement & Pensions, Estate Planning, and Mortgages & Protection. The firm also offers general financial planning incorporating cashflow modelling. Services are provided to individuals, families, corporate clients, and high-net-worth individuals via a network of regional offices staffed by qualified financial planners and Chartered Financial Planners.
Is Pure Financial Services a public or private company?
Pure Financial Services is a private company. It is classified as unknown and is currently operating.
When was Pure Financial Services founded?
Pure Financial Services was founded in 2004. It employs 11 to 50 people.
Where is Pure Financial Services based?
Pure Financial Services is headquartered in Ossett, United Kingdom, in the Europe region.
How does Pure Financial Services make money?
One revenue line is on record: financial Advisory Services.
Who are Pure Financial Services's main competitors?
Direct peers on record are Rathbones Group, Evelyn Partners, Sanlam UK, True Potential, Foster Denovo and Ascot Lloyd. Broad incumbents are Hargreaves Lansdown, RBC Brewin Dolphin, Quilter and St. James's Place.
Does Pure Financial Services have an API?
No public API is recorded for Pure Financial Services.
What industry is Pure Financial Services in?
Pure Financial Services's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning. Its NAICS code is 523940 and its SIC code is 6282.