Pax Financial Planning

What Pax Financial Planning does

Fairstone Asset Management dac (trading as Fairstone and askpaul) is an Irish financial advisory firm established in 1999 and regulated by the Central Bank of Ireland, operating from its headquarters in Stillorgan, Dublin as a subsidiary of Fairstone Group Ltd. The firm delivers a comprehensive suite of fee-based financial advisory services — financial planning, retirement planning, estate planning, mortgage advice, financial protection, investment planning, savings, wealth management, will writing, and redundancy advisory — to individuals, families, and businesses across Ireland through a team of Certified Financial Planners (CFPs).

Its product surface spans core advisory services alongside two notable proprietary offerings: Fairstone One (also branded Fairstone Private Client), a premium integrated wealth advisory line unifying financial, legal, and tax strategy for families and business owners, and Fairstone Market Funds, professionally managed portfolios diversified across shares, bonds, property, and cash, backed by global investment partners. No proprietary technology stack is disclosed; the firm's primary technology-related differentiator is its managed portfolio offering.

The business model is fee-based with annual billing, pricing disclosed via a dedicated "Our charges" page and Terms of Business documentation rather than public tiers. Customer acquisition is consultative and relationship-led, driven through website CTAs ("Let's Talk" and "Request a Callback") and supported by an owned content distribution system comprising SEO-optimized service pages, the bi-monthly "Intelligent Wealth" email magazine, social channels (Facebook, Instagram, YouTube), a Spotify podcast, and Trustpilot reviews. Fairstone Group Ltd also serves as trustee of the Fairstone Foundation, a registered charity.

Name

Pax Financial Planning

Legal name

Fairstone Asset Management dac

Website

https://pax.ie

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Fairstone is a Dublin-headquartered, Central Bank of Ireland-regulated financial advisory firm offering fee-based financial planning, retirement, estate, mortgage, investment, and wealth management services to individuals, families, and businesses across Ireland, delivered by Certified Financial Planners.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Open-End Investment Funds (525910), Trusts, Estates, and Agency Accounts (525920)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

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

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Planning Services: Revenue is generated through fee-based financial advisory services across multiple verticals including financial planning, retirement planning, estate planning, investment planning, wealth management, and mortgage advice. The company is regulated by the Central Bank of Ireland and publishes its charges publicly.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Fairstone provides fee-based financial advisory services to individuals, families, and businesses across Ireland. The firm offers a comprehensive suite of services including financial planning, retirement planning, estate planning, mortgage advice, financial protection, investment planning, and wealth management. Its flagship Fairstone One (Private Client) offering provides premium integrated wealth advisory unifying financial, legal, and tax strategy under a single relationship for families and business owners, supplemented by proprietary Fairstone Market Funds managed portfolios.

Product overview

Fairstone offers a comprehensive suite of financial services across Ireland with over 25 years of market experience. The core offering consists of financial planning, retirement planning, estate planning, mortgage advice, financial protection, investment planning, and wealth management services. The company operates a platform-plus-premium model, with its flagship Fairstone One (also called Fairstone Private Client) providing integrated wealth advisory for families and business owners. Investment solutions include Fairstone Market Funds (professionally managed portfolios) alongside traditional advisory services. Additional offerings include savings accounts, will services, and redundancy advisory. The company employs Certified Financial Planners (CFPs) and is regulated by the Central Bank of Ireland.

Differentiator

Problem solved

Functional benefit

Brands

• Fairstone One: Premium Integrated Wealth Advisory for Families & Business Owners, unifying Financial, Legal, and Tax Strategy Under One Relationship with tailored Succession, Legacy, and Multi-Generational Wealth Solutions.
• Fairstone Private Client
• Fairstone Market Funds

Products and services

• Financial Planning Holistic financial planning service providing access to smart investment solutions, retirement planning tailored to individual needs, and inheritance strategies to preserve and grow wealth.
• Retirement Planning Personalized pension advice and planning with tax-efficient strategies tailored to individual goals, including pension reviews and optimization services.
• Estate Planning Tax-efficient estate and inheritance planning including personalized property inheritance strategies, gift and inheritance tax management.
• Mortgage Advice Personalized mortgage solutions at the best possible rates, including accurate borrowing capacity calculation and access to the best mortgage deals.
• Financial Protection Personalized protection policies from Ireland's leading providers, with regular reviews to keep policies up to date.
• Investment Planning Strategic investment advice assessing financial situation, identifying goals and risk preferences, with recommendations to maximize returns across a wide range of investment options.
• Wealth Management Holistic wealth building approach combining investment strategy, tax efficiency optimization, and multigenerational wealth planning.
• Fairstone One (Private Client) Premium integrated wealth advisory for families and business owners, unifying financial, legal, and tax strategy under one relationship with tailored succession, legacy, and multi-generational wealth solutions.
• Fairstone Market Funds Proprietary professionally managed portfolios aligned to client risk profiles, offering diversification across shares, bonds, property, and cash, designed for long-term growth that outpaces inflation and backed by global investment partners.
• High-Yield Savings Accounts High-yield savings account solutions designed to maximize returns on savings.
• Will Service Professional will writing and estate planning documentation service.
• Redundancy Services Financial advisory services for individuals facing redundancy, including financial planning during career transitions.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Global Investment Partners (for Fairstone Market Funds)coreOthersFairstone Market Funds are backed by global investment partners providing professionally managed portfolio solutions diversified across shares, bonds, property, and cash. These partnerships enable Fairstone to deliver cost-efficient investment solutions aligned to client risk profiles and designed for long-term growth outpacing inflation.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• St. James's Place: UK-listed wealth management group with a large adviser network offering financial planning, investments, and wealth advisory. Comparable to Fairstone's fee-based advisory model and Fairstone One premium wealth proposition, though at much larger scale.
• Rathbones Group: UK-listed wealth manager providing investment management, financial planning, and wealth advisory services. Comparable to Fairstone across mass-affluent and HNW client segments via a similar advisory-led distribution model.
• Brewin Dolphin: UK wealth manager acquired by RBC, offering discretionary fund management and financial planning. Directly comparable business model to Fairstone's fee-based advisory and managed portfolio approach, scaled to the UK HNW market.
• Tilney (now part of Evelyn Partners): UK wealth manager offering investment management, financial planning, and estate solutions. Comparable to Fairstone's integrated approach across financial planning, retirement, and estate services in the UK context.
• Evelyn Partners: UK wealth management and professional services group offering financial planning, investment management, and tax/estate advisory. Strong overlap with Fairstone's integrated financial, tax, and estate planning value proposition.
• Quilter: UK wealth manager offering financial advice, investment platforms, and wealth management solutions to UK and select international clients. Operates a similar fee-based advisory model with proprietary platform capabilities akin to Fairstone Market Funds.

Emerging players

• Wealthsimple: Digital-first wealth management platform offering low-fee managed portfolios and financial planning. Represents the emerging digital advisory model that competes for the same mass-affluent segment Fairstone targets.
• Moneyfarm: European digital wealth manager offering managed portfolios and financial advisory via a hybrid human-plus-digital model. Comparable to Fairstone's managed funds and advisory services for the digitally-inclined retail investor.

Direct peers

• Newcourt Group: Irish financial advisory firm offering retirement planning, investments, and wealth solutions to individuals and corporates. Directly comparable to Fairstone in product mix, regulated by the Central Bank of Ireland, and targeting the same Irish consumer base.
• Acorn Life: Irish-regulated financial services provider offering life insurance, investment, and savings products with direct advisory channels. Operates in the same Irish mid-market segment and competes for the same regulatory and client pool as Fairstone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@FairstoneIreland
• Facebookfacebook.com/PaxFinancialPlanning
• Instagraminstagram.com/fairstone.ie
• Xx.com/PaxPlanning

Revenue estimate

Valuation estimate

Number of profiles

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 Pax Financial Planning