Reflect Financial

What Reflect Financial does

Reflect Financial Ltd is a UK financial advisory firm headquartered in Liverpool, operating as an Appointed Representative of St. James's Place Wealth Management plc. Founded under its current branding in Summer 2020 (legal entity registered in England and Wales, number 4373946), the firm serves over 5,000 clients with a team of 51–100 staff, including nine financial advisers and a dedicated client servicing function. The firm provides comprehensive wealth management, retirement planning, protection, mortgage, corporate, and intergenerational wealth services, distributing these exclusively through direct human advisory channels (face-to-face in Liverpool and remote phone/video advisory across the UK). Specialist advisory lanes target police officers (NARPO corporate membership, 20+ pre-retirement seminars per year, 20+ years of specialist tenure), sports professionals, company directors, and business owners, with an additional Workplace Financial Education programme for UK employers.

The firm has no proprietary technology platform. All infrastructure — including the Online Wealth Account client portal, fund management systems, and investment platforms (Polaris, InRetirement, SIPPs) — is provided by St. James's Place, and the firm advises solely on SJP's wealth management products and services. Digital touchpoints are limited to online financial calculators, a monthly E-Briefing newsletter, and a contact-form-driven website. The firm benefits from SJP's regulatory authorisation, the SJP Guarantee on advice suitability, and access to a £220.0bn AUM platform (parent data as of 31 December 2025).

Revenue is generated through four streams: an ongoing advice charge of 0.80% of total account value (annual, tiered down for large investments), tiered initial advice charges of 3%/2%/1% on invested amounts, fund charges of 0.09%–0.69% passed through to SJP fund managers, and tiered product charges for account administration. The go-to-market motion is sales-led and community-led: clients initiate contact via the website, advisers conduct face-to-face and remote advisory meetings, and the firm generates leads through NARPO membership, police force seminars, and employer workplace workshops. Customer segments span individual retail, high-net-worth individuals, police officers, sports professionals, business owners, and corporate clients across England.

Name

Reflect Financial

Legal name

Reflect Financial Ltd

Website

https://reflectfp.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Reflect Financial is a Liverpool-based UK financial advisory firm and Appointed Representative of St. James's Place, serving over 5,000 retail, HNW, and specialist clients (police officers, sports professionals, company directors, business owners) with wealth management, retirement, protection, and corporate advisory services.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Estate Planning & Trust Structuring Advisory (FSAEAKAC)

Keywords

• Financial advisory services
• Wealth management
• Investment planning
• Retirement planning
• Financial planning

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ongoing Advice Charge: Clients pay an annual ongoing advice charge of 0.80% based on the total value in their account(s), covering ongoing suitability reviews and ongoing support. For Unit Trust accounts & ISAs the total ongoing charge is 0.27%, and for Pensions & Investment Bonds it is 0.35%, tiered and reduced for large investments.
2. Initial Advice Charge: Clients pay a one-time initial advice charge applied in bands: 3% on the first £250,000, 2% on the next £250,000, and 1% on any amount over £500,000 of the total amount invested.
3. Fund Charges: Fund charges ranging from 0.09% to 0.69% are levied on the management and oversight of funds (e.g., Polaris 3 at 0.52%). These are passed through to St. James's Place fund managers.
4. Product Charges: Product charges apply for account administration, tiered and reduced based on the amount invested across products with St. James's Place.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Reflect Financial is a Liverpool-based financial advisory practice that provides comprehensive wealth management advice to individuals and businesses. Operating as an Appointed Representative of St. James's Place Wealth Management plc, the firm advises solely on SJP's wealth management products, including investment planning (ISAs, Unit Trusts, Investment Bonds, Polaris funds), retirement planning (SIPPs, drawdown), protection planning, mortgages, corporate services, and intergenerational wealth management.

Product overview

Reflect Financial is a financial advisory firm operating as a Partner Practice of St. James's Place (SJP), offering a comprehensive suite of wealth management services. The core offering revolves around SJP's investment products and platforms, including the Polaris fund range (Polaris, Polaris Multi-Index, InRetirement, and Growth Portfolios) for investment planning. The firm provides retirement planning services through SIPPs, annuities, and flexi-access drawdown; investment products including ISAs, Junior ISAs, Unit Trusts, Investment Bonds, Discretionary/Stockbroking, and Offshore Investments; protection planning through life insurance, critical illness, income protection, and medical insurance; mortgages and specialist banking including the SJP Cash Deposit Service (powered by Flagstone) and Metro Bank short-term lending; and corporate services covering Auto Enrolment, corporate pensions, employee benefits, and exit strategy planning. Specialist advisory services target police officers (NARPO partnership, pre-retirement seminars), sports professionals, company directors, and business owners. Additional services include Workplace Financial Education programmes, Wills and Powers of Attorney referrals, Estate Administration (via Kings Court Trust, Clarke Wilmott, Pavilion Row), and digital tools including financial calculators. The firm also offers intergenerational wealth management services including the Family Healthcare Plan (via Western Provident Association) and Professional Trustee Services (via Genus Trust Company).

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Planning Services (ISAs, Unit Trusts, Investment Bonds, Offshore, Polaris funds, Discretionary and Stockbroking) Comprehensive investment planning covering SJP's stocks and shares ISAs, Junior ISAs, Unit Trusts, Investment Bonds, Offshore Investments, the Polaris fund range (Polaris, Polaris Multi-Index, InRetirement, Growth Portfolios), and Discretionary/Stockbroking services through SJP Investment Management. Designed for individual retail clients seeking tax-efficient medium to long-term capital growth, income, and managed portfolios.
• Retirement Planning Services (SIPPs and Flexi-access Drawdown) Retirement planning covering Self-Invested Pension Plans (SIPPs) offering a wide range of investment opportunities including equities, unit trusts, gilts, and commercial property, plus flexi-access drawdown allowing retirees to take income directly from their pension fund with 25% tax-free cash available. Targeted at individuals approaching or in retirement.
• Protection Planning Solutions Life cover (term assurance and whole of life), critical illness cover, income protection, and private medical insurance provided through St. James's Place selected providers. Designed for individuals and families seeking financial protection against illness, disability, or death.
• Wills and Powers of Attorney Will writing and Lasting Power of Attorney arrangement services, referred to specialist legal providers. Supports estate and Inheritance Tax planning for individuals and families.
• Estate Administration Service Bereavement service helping loved ones manage the legal, financial, and tax affairs of a deceased person's estate, delivered in partnership with Kings Court Trust, Clarke Wilmott, and Pavilion Row. Designed for bereaved families and executors.
• Mortgage Advisory First charge mortgage advisory for employed and self-employed borrowers, covering first-time buyers, remortgaging, buy-to-let, self-build, and commercial mortgages. For individuals and businesses seeking mortgage finance.
• SJP Cash Deposit Service Online cash management platform powered by Flagstone, providing access to hundreds of deposit accounts across multiple banks with FSCS protection up to applicable limits. Minimum deposit thresholds apply (£25,000 personal; £100,000 UK business/trusts/SIPP/SSAS; £250,000 charity/POA). For clients seeking to maximise deposit interest and spread cash for FSCS protection.
• Short-term Lending (Metro Bank) Short-term loans secured against St. James's Place and Rowan Dartington investment portfolios, facilitated through Metro Bank. For SJP clients needing short-term liquidity secured against their investments.
• Corporate Pensions Group pension plans including salary sacrifice arrangements, executive pension arrangements, and cost-effective trustee-based solutions for businesses. Designed for employers seeking to establish or improve workplace pension provision.
• Employee Benefits Benefits package advisory including flexible benefits, salary sacrifice, private medical insurance, group life, income protection, and critical illness coverage. For UK employers seeking competitive employee benefits.
• Exit Strategy Planning Business exit planning including valuation tools, buyer preparation, and strategic planning for business owners considering sale within five years. For owner-managers preparing to exit their business.
• Corporate Services (broader package) Business financial planning covering pension reform/Auto Enrolment compliance, corporate planning, shareholder agreements, employee benefits, corporate pensions, tax mitigation, and exit strategy. For businesses and company directors.
• Intergenerational Wealth Management Family wealth management services including intergenerational insurance policies, property ladder assistance, investment planning for children, estate planning, and business succession. For families seeking multi-generational wealth transfer strategies.
• Family Healthcare Plan Generation-spanning healthcare insurance plan offered in conjunction with Western Provident Association, covering extended family members (children, grandchildren, parents, and other loved ones). Available through the intergenerational wealth management proposition.
• Police Officer Specialist Advisory (incl. NARPO and Pre-Retirement Seminars) Specialist financial advice for UK serving and retired police officers with over 20 years' experience, including bespoke pre-retirement seminars (over 20 per year) covering money management, investment strategy, Wills, estate planning, police pensions, and taxation, plus financial advisory services through the National Association for Retired Police Officers (NARPO) corporate membership.
• Sports Professionals Advisory Specialist financial planning for professional sportsmen and women addressing short career spans, retirement planning, tax planning, investment management, and long-term wealth preservation. For athletes planning beyond their sporting career.
• Company Directors Advisory Specialist advice for high-earning directors covering tax-efficient pay packages, Corporation Tax mitigation, Management Buyout financing, dividend planning, pension contributions, and trust planning. For company directors requiring complex income management.
• Business Owners Advisory Comprehensive advisory services for business owners at all stages, from startup through exit, covering tax strategy, cash flow management, employee benefits, succession planning, and exit strategy. For owner-managers seeking integrated business and personal financial planning.
• Workplace Financial Education Financial education programme for UK employers including interactive workshops and one-on-one coaching clinic days, available in-person or virtually, covering budgeting, saving, retirement planning, and debt management. For HR/People/Finance decision-makers at UK businesses.

Quantifiable outcome

• Over 5,000 clients served
• +3 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• St. James's Place Wealth Management plcflagshipStrategic or Co-development PartnerReflect Financial Ltd is an Appointed Representative of St. James's Place Wealth Management plc, authorised and regulated by the Financial Conduct Authority. The firm advises solely on SJP's wealth management products and services. SJP provides all investment platforms, fund management, product infrastructure, technology (Online Wealth Account portal), and regulatory backing including the SJP Guarantee on suitability of advice. SJP manages £220.0bn for over 1,000,000 clients. Reflect Financial rebranded under new management in Summer 2020 and joined the SJP Partnership.
• Kings Court TrustcoreImplementation/ SI/ Consulting PartnerKings Court Trust is one of the specialist estate administration service providers chosen by St. James's Place for the SJP Estate Administration Service. The service helps beneficiaries manage the administrative burden of dealing with a deceased person's estate. Services are separate and distinct from those offered by St. James's Place.
• Clarke WilmottcoreImplementation/ SI/ Consulting PartnerClarke Wilmott is a specialist estate administration service provider selected by St. James's Place for the SJP Estate Administration Service, alongside Kings Court Trust and Pavilion Row. Services are separate and distinct from those offered by St. James's Place.
• Pavilion RowcoreImplementation/ SI/ Consulting PartnerPavilion Row is a specialist estate administration service provider selected by St. James's Place for the SJP Estate Administration Service, alongside Kings Court Trust and Clarke Wilmott. Services are separate and distinct from those offered by St. James's Place.
• Genus Trust CompanyminorStrategic or Co-development PartnerGenus Trust Company (Jersey) Limited specialises in providing professional trustee services for clients using trust structures. Regulated by the Jersey Financial Services Commission. Recommended by St. James's Place for clients requiring professional trustees who can act with greater objectivity and expertise in trust administration and governance. Services are separate and distinct from those offered by St. James's Place.
• FlagstonecoreTechnology or IntegrationFlagstone powers the SJP Cash Deposit Service — an online cash management platform that allows clients to compare and manage multiple deposit accounts across different banks to maximise interest and spread cash across institutions for FSCS protection. Minimum deposit: £25,000 personal, £100,000 UK business/trusts/SIPP/SSAS, £250,000 charity/POA.
• NARPO (National Association for Retired Police Officers)coreGTM or Marketing PartnerReflect Financial is a corporate member of NARPO, the National Association for Retired Police Officers. This membership enables the firm to extend its specialist police officer financial advice services to retired police officers across the UK, supporting NARPO's mission to maintain members' financial well-being in retirement.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Nutmeg (J.P. Morgan): UK digital wealth manager offering robo- and hybrid-managed portfolios. Represents the digital-first competitor encroaching on Reflect's younger retail ISA/SIPP client segment.

Broad incumbents

• St. James's Place plc: Parent platform of Reflect Financial and the UK's largest wealth management advice network, with £220bn AUM and 1M+ clients. SJP's Partner Practice model is the direct operating context for Reflect, making it the most strategically relevant comparator.
• Rathbones Group plc: UK wealth manager focused on private clients, HNW individuals, and charities with discretionary and advisory investment services. Comparable client base (HNW/retail) and UK wealth planning proposition.
• RBC Brewin Dolphin: UK wealth manager (part of RBC Wealth Management) serving private investors with discretionary and advisory services. Comparable client focus on HNW individuals, retirement, and intergenerational wealth planning.
• Evelyn Partners: UK wealth management and professional services firm (formed from Tilney and Smith & Williamson merger). Serves HNW individuals, families, and business owners with whole-of-market financial planning — closely comparable to Reflect's advisory proposition.
• Quilter plc: UK-listed wealth manager serving retail and HNW clients through a national adviser network. Comparable to Reflect in client segments (retail/HNW, retirement, intergenerational wealth) but operates as a broad incumbent across multiple product providers.

Others

• Hargreaves Lansdown plc: UK's largest direct-to-consumer investment platform. Not a direct advice competitor, but the primary low-cost alternative that competes for the same end-client ISA/pension wallet.
• AJ Bell plc: UK investment platform serving retail and advised clients. As with Hargreaves Lansdown, represents the low-cost platform alternative competing for Reflect's addressable advised-client base.

Direct peers

• Brooks Macdonald Group plc: UK wealth manager focused on private clients and HNW individuals with discretionary and advisory investment services. Comparable client segments and personal financial planning proposition to Reflect.
• LEBC Group: UK restricted financial adviser specialising in public-sector professions (police, teachers, NHS) — directly comparable to Reflect's police officer specialist vertical and restricted-advice model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Reflectfinancial
• LinkedInlinkedin.com/company/reflect-financial-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Reflect Financial